You are probably reading this message from an iPhone or a smartphone inspired by the iPhone. Finding someone with a “dumb” phone today is rare but I remember when the concept of every human being potentially purchasing and easily handling a hand held device with access to all the knowledge in the world was not even a fantasy.
When conceiving the idea of the smartphone Steve Jobs did not ask customers what they wanted. “People don't know what they want until you show it to them”, he famously said. “That's why I never rely on market research.”
While I’m sure quality research is positive, it’s the real transformative stuff that will never show up in those research results.
In this week’s parsha we learn about the sin of the Golden Calf. The tragic saga of our nation being manipulated into idol worship weeks after experiencing the greatest divine revelation at Sinai. The future of Judaism hung precariously in the balance until Moses heroically elicited G-d’s mercy for the people and then began the long process of atonement for their treachery.
The Torah narrative does not follow a chronological order and the Mitzvah of “Machatzis Hashekel” which served as one of the methods for atonement for the Golden Calf is recorded in the opening verses of the Parsha before the detailed description of that sordid episode.
Each year, every Jew is obligated to contribute a silver half shekel coin to a communal fund to pay for the daily communal sacrifices in the Holy Temple. There were no loopholes or exceptions and the courts were obligated to forcibly extract the half shekel coin from whoever refused to give it.
Moshe was confused by this clause. Seizing the half shekel would make sense if it was a tax, but the Torah defines this annual giving as an “atonement” and not a tax. How could the forced extraction of this donation achieve atonement for a Jew who doesn’t even want to give it?
In response, G-d showed Moshe “a fiery coin taken from beneath His Throne of Glory.” This divine fiery coin represented the essence of the “neshama” - the Jewish soul. G-d showed Moshe that even a Jew who is so spiritually insensitive as to dismiss the opportunity for atonement has a “neshama” in pristine condition. Just get the Mitzvah done and the soul will shine forth through the spiritual fog.
“Jewish market research” is completely unnecessary because there is no need to measure a Jew’s knowledge, commitment or inspiration before offering him or her to do a Mitzvah. Do everything in your power to get the deed done and the soul’s beautiful light and warmth will eventually shine forth with increasing intensity. Because even a simple coin, when used for a Mitzvah, can manifest the fiery passion inherent in every one of us.