“What makes a good slogan great?”
CSK says, “Join us…You already belong.” I remember throwing this out to my good friend, David, who, as an Ad Exec, was very much used to a process of growth and development when it came to helping a client come up with the right “sales pitch.” He told me that usually this process should take months, and sometimes even longer. But, he also said that sometimes the perfect pitch presents itself because it’s a simple rendition of what you’re about. Now, not everything can be boiled down to a few words or a phrase. But, as my English teacher told 11th grade, verbose me back in the day: maybe the problem isn’t the pitch, but the idea it represents.
When we find ourselves hitting dead ends over and over, it might mean that we just haven’t yet gotten there. However, it also might mean that we are missing something, that we have forgotten why we pursued this in the first place – this business, this effort, this relationship, this experience, this dream.
So, when you find yourself in this position, it’s time to regroup. Chances are, the answer is back there on the editing floor, scrapped because it didn’t fit our preconceived notions of what “this” is supposed to be. If we can go back and find what we thought we didn’t need amidst the scraps of ideas of what we thought we didn’t want, then our effort is not just about “getting it done.” Its about getting in tune with Creation – a never-ending effort to reclaim the old and to discover something brand new.
Baruch Atah Adonai, Eloheinu Melech Haolam, Borei Maasei V’reishit.
Blessed is the Source of Creation, that inspires us to keep creating as long as we remember to pay attention.
This has been a “Mid-Day-Message” from Rabbi Scott Hausman-Weiss
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