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CHUKAS-THE LIFE OF DEATH & CHABAD AND COKE

Friday, 27 June, 2014 - 4:46 pm

FOR CHUKAS

 

THE LIFE OF DEATH

 

Death is terrible. It is abhorrent.

 

There is nothing as absolute, as thought-provoking, and as painful, as the loss from death. Even the loss of those who “lived a good life,” or who “suffered so much at the end and are now in a better place,” is still profound.

 

Death is absolute, for no one has solved the mystery of bringing the departed back to this world – and no one will, until the long-awaited Messianic era, when death will be removed forever, and the departed loved ones will be returned by the Almighty Himself.

 

Death is a way of life, for no one lives forever. Yet, it continues to be so profoundly painful and shocking. What is the answer? Is there an answer?

 

There is no Torah portion so filled with death as this week’s portion, “Chukas.” The Torah begins with the laws of the “Parah Adumah,” the red heifer, whose ashes were used during Temple times to ritually purify one who had come in contact with a corpse (B’midbar (Numbers) chapter 19). Later, the Torah records the deaths of Miriam (20:1) and Aaron (20:22-29), as well as the anticipated death of Moses (20:12). Wars, in which untold thousands died, are recorded (21:21-35). There is also the demise of thousands of Jewish people from poisonous snakes after they complained needlessly (21:5-6).

 

So much death, so much destruction, so much devastation. Did it all have to be crammed into one relatively short portion?

 

The setup of this week’s Torah portion becomes even more curious when one glances at its beginning. This “portion of death” opens with the instructions of about how to be purified and cleansed from… death! Does purification provide an escape from death?

 

Physically, there is nothing that can be done once any created being has died. That precious life is now gone. In the case of a loved one, death leaves an enormous hole of devastation, tears, and pain in the heart which is not quick to heal, if ever. There are no answers to eliminate the loss. Physically speaking, it is over.

 

But people are not merely physical beings. People are also comprised of spiritual and intangible strengths, imbued with talents and characteristics. It is up to each one to utilize his or her talents to the fullest.

 

Those who had delved into their G-d-given faculties and spirit in order to impact the world, leave behind a part of themselves in this world upon their passing. It is true that the physical remains of anything and anyone return to the dust of the earth. In the world of spirit and spirituality, however, one can still find the essence of the person who passed away, for that never dies.

 

And so, as this portion of death begins to unfold, its Divine Author presents the first lesson: Loved ones are going to endure the pain of loss and bereavement for the physical absence and void of the departed. Yet, there is a chance to become spiritually purified, rediscovering the departed. This is possible when people connect with their own spirituality as dictated by the most Spiritual Being. One can then focus on the spirit and deeper dimension of lost ones. The human being then surpasses the clutches of death, acquiring the ability to feel the energy and even the life – the real life – of the departed.

 

Real life is not about the accumulation of hours and days between birth and death. It is about the content and spirit one invests into it. The flow of time is not an accurate measure of life. It is how much impact one has on others in this world.

 

And so, even a departed soul can continue to impact this world, living-on in all those who embody his or her life and spirit.

 

May the Holy one, blessed be He, give strength and comfort to fully actualize the above. May we soon, very soon, even right now, experience the ultimate comfort with the arrival of the Moshiach.

 

* * *

 

This coming Monday night and Tuesday is the third day of the Hebrew month of Tammuz. It is the twentieth Yahrtzeit of the Rebbe – the Lubavitcher Rebbe, Rabbi Menachem Mendel Schneerson. This saintly man, of righteous memory, lived his life for the other person – the ultimate way of living. The Rebbe took upon himself the responsibility of bringing awareness and an awakening of Judaism to not just the Jewish world, but a determined focus of goodness and holiness to the entire world. His vision was to inspire all of mankind to make this world not just a better place, but the perfect place; a place prepared for the Messianic revelation.

The above lesson from this week’s Torah portion typically portrays the Rebbe’s world: even in death, always looking for life, and the most elevated form of life.

 

The Rebbe’s passing twenty years ago left a gaping hole in this world. Despite this, the Rebbe’s greatness has continued to blossom even after his physical departure. Through his relentless message and call of resiliency of life, that legacy, that life, and that spirit the Rebbe so embodied, continue to live on today and flourish, stronger and more powerful than ever.

 

Life, in the final analysis, is infinitely greater than death.

 

May the Rebbe’s lifelong goal, to bring healing to the world in the form of redemption with the coming of Moshiach, be realized speedily, when all death will be eliminated, and the world will be restored to its proper form, according to the guidance and leadership of G-d Almighty Himself.

 

 

SUMMARY: While the profound loss through death is difficult to heal, one can always connect with the spirit of the departed, uniting with his or her true being.

 

 

* * *

 

In honor of the Rebbe’s Yahrtzeit, here follows a personal story about the Chabad movement created by the Rebbe.

 

CHABAD AND COKE – by Rabbi Yossi Lew

 

It was a few weeks following Gimmel Tammuz, the third day of the Hebrew month of Tammuz, 1994. The world at large, and the Luabvitch world in particular, had plunged into an unknown darkness, while mourning the passing of the Lubavitcher Rebbe, in June of that year. The Rebbe had built Chabad through his followers, and his leadership was paramount to its success. With his physical presence no longer on this world, what would happen now?

 

In the midst of this difficult confusion, the phone rang at the Chabad office in Atlanta, where I had been working at the time as one of the team of the Rebbe’s emissaries to Atlanta. On the line was an executive at the central office of the Coca-Cola Company, a well-known local Atlanta company. Coca-Cola was requesting an appointment “with Chabad Lubavitch.” This was the last thing I would have expected.

 

A few days later, two very well dressed men appeared. Both were carrying attaché cases, and seemed very serious. They explained that Coke carefully monitors and follows the news, and so they learned of the passing of the Rebbe from the numerous news sources which had carried the story. They noted that, in their efforts to learn about the Rebbe, they had discovered how successful the Chabad movement was, thanks to this man, the Rebbe.

 

In order for me to understand where they were coming from and what they wanted from me, they proceeded to describe how Coca-Cola works. When they wish to introduce a new product – say a new flavor – it takes up to two years to complete this assignment. Based on all kinds of data, a team chooses the new flavor. A tasting committee takes over, to decide how this flavor should actually taste. It then goes to the advertising department, to adopt a label and the image of this new product. It finally goes to the marketing department, to select where, precisely, the test runs of the new flavor would be initiated. In total, explained the gentlemen, it takes approximately two full years to test, evaluate, refine and implement the change in the global marketplace of Coca-Cola.

 

In contrast, they said, when the Lubavitcher Rebbe initiated brand-new campaigns, these campaigns were enthusiastically deployed throughout the world within twenty-four hours of the Rebbe’s introduction. In a matter of days, the world was filled with stickers, signs, brochures, and all types of people, young and old, promoting, encouraging, and pushing this new campaign to the masses across the globe.

 

“What is the secret”, said the fellows to me, “of the success of the Chabad movement? We would like to learn from you.”

 

I could not think of a “secret.” I decided that, by simply describing the Rebbe to them, the process could be understood. I recounted to them how the Rebbe would hold “Farbrengens,” gatherings of his followers and admirers on select Shabbos afternoons, as well as on the religious festivals, Chassidic festivals, and other significant days around the year. During these events, which could have lasted anywhere from a couple of hours to six or seven hours, the Rebbe would speak in intervals of anywhere from twenty minutes to an hour, developing themes and ideas in classic Torah subjects, encompassing all of its areas. These gatherings were interspersed with beautiful Chassidic melodies and songs. Those present would also have an opportunity, during the intervals, to offer wishes of “L’chaim,” receiving personal good wishes and blessing from the Rebbe.

 

Somewhere during these uplifting gatherings, the Rebbe would develop the theme of the new campaign he wished to launch.

 

When these gatherings would be held on the weekdays, the entire proceedings were broadcast live to Chabad centers throughout the world. On the Sabbath and Jewish festivals, when electronic recording devices may not be used, a team of scholars blessed with strong memories would transcribe and publish his words immediately after the Shabbos and festivals. These would then be sent out promptly to all Chabad centers.

 

Within hours, meetings would be held all around the globe. Creative ideas would be brought forth, and the campaigns would be launched worldwide.

 

The gentlemen in my office seemed perplexed. “What about the CEOs,” they asked. “Did the Rebbe not meet with his people to make global decisions?”

 

I responded that the Rebbe was the leader. The Rebbe had a very large team: His emissaries around the world and all his followers. There were no board meetings with them. Instead, the Rebbe suggested a campaign based on what was needed at the time. Besides, the Rebbe’s office, which anyone can visit to this day, hardly has any space for even another table. It is a simple room, whose walls are decorated with Jewish books frequently used by the Rebbe. Other than a desk, a few chairs, a filling cabinet, and some other bits and pieces, that was it.

 

The executives of Coke were having a tough time wrapping their minds around this. They then asked me one further question: “Where did the Rebbe get his ideas?”

 

“The Rebbe was a man of G-d,” I said. He was extremely humble and a man of truth, whose very presence and conviction consistently inspired and empowered everyone with whom he came in contact, to be more connected with the Above. As emissaries of an extraordinarily holy man, the Rebbe’s devoted followers realized, and continue to realize to this day, the privilege to be able to forward the message of this saintly man and his spiritual energies to the world.

 

Upon hearing this, the men folded their attaché cases, thanked me, and left.

 

It is highly doubtful that Coke learned any secrets from me on that day. But I learned an incredible lesson from them, during a time of confusion and doubt following the Rebbe’s passing. Coca-Cola is, arguably, the world’s most successful company. It could be argued that it may be history’s greatest success story. Coke is a flavor of its own. It is a household name throughout the world. Its earnings are always on the top of the list. It is unparalleled.

 

And yet, in its quest to become even more successful, Coca-Cola turned to Chabad for ideas and creativeness!

 

For upwards of forty years, the Rebbe taught, led, inspired and promoted his vision of how this world, still devastated by the Holocaust and Western apathy, could be a G-dly and goodly place for the Jewish people, and for the world at large. To this end, the Rebbe, without ever taking a day of vacation, single-handedly inspired a generation and set the agenda for the world’s landscape. Even now, 20 years after his passing, his insights and his teachings for personal and global betterment, continue to brighten the Jewish world, as well as the rest of the world.

 

The measure of that success is much more apparent when, even after two decades of his physical absence, the Rebbe’s spirit and the Rebbe’s message – that which the Rebbe lived for – continue to impact the world more and more. Even Coke recognizes this.

 

Some tend to compare Chabad to Coke. The famous line is: Wherever there is Coke there is Chabad. The Rebbe’s message, however, enjoys even greater success, for this message is in the spiritual realm, and is, therefore, universal and timeless. The Rebbe’s insightful wisdom and “campaigns” have, therefore, been met with even greater success than any new flavor of Coke.

 

 

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