AI can give you endless output. Captions. Flyers. Emails. Event descriptions. Entire campaigns in seconds. But output is not the same as impact. When we give AI a basic task—“Write a post promoting our upcoming event”—it usually produces something polished, informative, and completely forgettable. It speaks to a general audience, lists the details and ends with a predictable invitation to join. The problem is not that AI writing is bad; it's that it was never given enough hum

If you think back to childhood, there was always one moment that could change the entire game. Someone would sprint across the playground, reach out, tap another child, and yell, "You're it!" Sometimes that single touch sent a dozen children running in every direction. The game had begun. Other times, the child who had just been tagged didn't run at all. "I wasn't playing." No argument. No negotiation. Just a quiet refusal to enter the game. As children, we accepted this with

Look closely at why Google actually works. Google succeeds because it starts with the user's question. Great marketing works the same way. The search bar is completely blank until the user brings their own vulnerability to it. Google didn't invent the question "How do I slow down?"—the user did. The magic isn’t that Google has the answers; it’s that Google listens well enough to let the user set the agenda. The biggest mistake Jewish organizations make in their marketing is t

I've noticed something. I can spend five minutes on an organization's website, read their emails, scroll through their social media, and still have no idea who they are, what they do, or why their impact should matter to their constituents. I know when the dinner is. I know how much the gala costs. I know where to RSVP. But I don't know what they believe. I don't know why they exist. And I don't know what changes because they're here. That's a problem. Communities aren't buil