Love & Awe of G-d

As the most direct and simple line between two points, it is misleadingly the surest way to town; but in truth, the "direct approach" is a dead end

Why was the Tanya so novel? Who was the Rebbe's target audience and what was his objective for them? Looking no further than the Tanya's title page we read the Rebbe's self-stated mission statement spelled out lucidly.