By the Grace of G‑d
10th of Adar I, 5733 [February 12, 1973]
Brooklyn, N.Y.

Mr. Mordechai Shoel Landow

Greeting and Blessing:

This is to acknowledge receipt of your celebrated book. I appreciate your thoughtfulness in sending me an autographed copy. I understand you are soon to publish a second book, and take this opportunity of thanking you in anticipation of a copy of it, too.

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The world of business and finance is, of course, not the primary sphere of my interest. Nevertheless, many principles and even methods are common, or at any rate relevant, to various disciplines of human endeavor. I trust, therefore, that I may glean from your books some useful points that may successfully be applied in the area nearer to my sphere of interest, namely "how to make a million souls" — to paraphrase the title of your book — for Torah Judaism, which admittedly may be a little harder. And to make it by "retailing", for the approach and method to attain this goal, however, is not radically different. We cannot expect of every "poor" Jew to be instantly transformed into a "millionaire" Jew in terms of total commitment to Torah Yiddishkeit. It is a step by step process - "retailing", but with the clear understanding that, while, concessions may be made to human nature on the road to a radical change, there can be no diluting or compromise insofar as the inchangeability of Torah and Mitzvoth. If at any point in this gradual advancement commitment falls short of the goal, the goal is unmistakably clear. For the Torah, Toras-Emes, is not subject to change. And our great teacher Maimonides declared it a basic principle of our Faith. This great "Guide for the Perplexed" (the title of one of his major works), and universally recognized doctor — of both the body and soul, was concerned not merely with the perplexed of his generation, but with the perplexed of all times, including, especially, those of our own day and age, when perplexities have perhaps never been greater.

It has been very encouraging to learn that you are utilizing your substantial influence and other resources in taking an active part to further the activities of Lubavitch to spread and strengthen Yiddishkeit in your community. Our representatives there have informed me of your personal interest, which has found such eloquent expression in the text of your address to the Banquet, as I see from the copy received by me. I am told that it made a strong impact on the audience. This is certainly proof that it was a case of "words coming from the heart, which penetrate the heart," to quote our Sages. And, if I may be permitted another quotation, our Sages succinctly expressed human ambition, which grows with accomplishment, in the adage "He who has 100 desires 200, and having attained 200 - desires 400" (not merely a further increment of 100). If this is so in mundane matters, how much more so should it be in regard to eternal spiritual values.

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May G‑d grant that this should be so in your case, in your communal endeavors in behalf of the advancement of all matters of Torah. The utmost Hatzlocho is assured where the endeavor is a total one, in terms of "body, soul, and financial resources," to quote our Sages again. In other words, not only through generous financial contributions, but also through personal involvement, including the recruiting of friends to the cause, by word and example, and in a way that all these efforts are permeated with inspiration and joy, reflecting all the spiritual capacities of ones' soul.

With prayerful wishes for Hatzlocho in all above, and with blessing,
M. Schneerson