The Talmud teaches that the first Tisha B'Av of history was the seed from which all future national tragedies would develop. As Jewish history unfolded, numerous cataclysmic events befell the Jewish people with the same eerie timing -- Tisha B'Av -- as if the day itself was hardwired for disaster.
But why? What did our ancestors do to justify this day of mourning for generations to come?
The Talmud says it was the Sin of the Spies (Meraglim in Hebrew). After Moses had led the Jews out of Egypt and into the desert, they sent spies to check out the Promised Land. The spies returned with a dismal and disheartening report: "We cannot go up to the people... They are too strong for us" (Numbers 13:31).
Upon hearing the spies' words, the Jewish people wailed a collective cry, and with that cry, the Almighty sealed their fate for generations, saying that since today you "cried for nothing, on this same date in the future you will truly have something to cry for." That day was Tisha B'Av.
But what was so terrible about the Jewish people's reaction that warranted such a harsh decree?
Tragedy of Complacency
In all areas of human achievement, the next peak can only be scaled by letting go of the sure-footedness of the ground beneath. Greatness, by definition, requires risk. Risk of failure, risk of losing that which we've gained, risk of having less comfort, less certainty, less security.
The three original owners of Starbucks weren't interested in expanding.
We all know about the billion-dollar corporation created by Howard Schultz called Starbucks. But before Mr. Schultz was Mr. Starbucks, he was the vice president of Hammarplast, a Swedish manufacturer of kitchen wares. One fateful day, Schultz traveled to Seattle to meet with clients who were purchasing a specific type of coffee-grinder from his company. Schultz was so impressed with the coffeehouse he saw, he wanted to take it across America, in the style of coffeehouses he'd seen in Italy. But the three original owners of Starbucks weren't interested in expanding -- they were very happy with their business, just the way it was.
After opening his own coffeehouse, which was an instant success, Schultz finally bought out Starbucks for $3.8 million. The rest is history.
What if we could go back in time and pretend that Mr. Schultz had acted differently. How would things be different had Schultz decided to act more conservatively? After all, he had a stable, well-paying job in an established company. Perhaps it was just a bit too risky to go cross-country with a coffeehouse idea? Perhaps it was more prudent to keep his steady day job and forego the enormous loans necessary to start up a new venture. Schultz had a sure thing at Hammarplast, but Starbucks nationwide was a big question mark.
What if Schultz had decided not to leave his comfort zone and venture into the unknown? He would probably still be sitting behind his desk at Hammarplast, never having created the Starbucks global empire with 16,600-plus stores worldwide and $10 billion in annual revenue.
The great tragedy of Tisha B'Av is how the spies robbed us of the staggering potential for greatness. The Hebrew word for word "spies" -- Meraglim -- comes from the root word ragil, which means to habituate oneself, to become accustomed to. The meraglim put too much value on the habit and predictability of life. They weren't prepared to expand their worldview to include that which was unknown, unpredictable, uncertain.
Life in the desert was comfortable -- manna rained down from the heavens for daily nourishment, Moses was there to guide and lead the people, the Clouds of Glory protected the Jewish people from all forms of external danger. There was security and predictability. Life in the Holy Land was far less predictable. Would the land yield of its fruit? Would the Jews be able to conquer their enemies? Would they have competent leaders to guide them?
Any path of opportunity carries a commensurate risk.
Beyond the spies having slandered the land, and the lack of faith evident in the Jews accepting the negative report, there is something even more tragic: the tragedy of complacency. The fear of risking comfort for potential greatness. Entering the Land of Israel was a risk, but it was the path laid out for the Jewish people to reach exponential growth. Like any path of opportunity, it carried commensurate risk -- a risk that our ancestors weren't ready to take.
We are all drawn to the familiar, the secure, the habits and routines of everyday life. And we sometimes squander new opportunities since it's scary to take a risk for the sake of the unknown. We become complacent and forget that we are here in this world to achieve something -- not just to come out with as few bumps as possible.
Greatness is within every human's grasp. The loss of this opportunity is what we are mourning on Tisha B'Av. And that same day, we have the opportunity to affect a repair: to step outside of our comfort zone... and take our grandest ideas nationwide.
(22) Anonymous, July 5, 2018 12:29 AM
Making money shouldn't be the model
There are many better examples of success from taking chances that are morally and ethically inspiring.
Starbucks is not one of them and should be the role model for behavior.
Rachel, August 9, 2019 9:42 PM
I agree
Being prudent, keeping a good job, are not vices. I don’t really care whether anyone created Starbucks even though I enjoy going there. It’s just a cup of coffee.
(21) Paris, August 1, 2017 4:54 PM
First Tisha B'av
I have become more observant just the past year and this is the first I've ever heard about Tisha B'av. My Partner in Torah and I discussed its significance, as well as my rabbi. Thank you for providing such an articulate article, for people familiar with the day's significance, and for others (like myself), that are learning!
(20) Anonymous, July 24, 2015 9:19 PM
Not my 2 Cents worth, More like $5
Risks that have produced great fortune aren't always worth reading for me. I am referring to integrity lost when a huge sum of money can be gained. I didn't become more observant and spiritual to be stuck at the kind of materialism that is rooted in a lack of morals and humanity. This has no reference specifically to Starbucks. I have no idea how they run their business. I see trendy and more trendy and I see crazy prices. But that's Ok. Status costs money. When I go to Einstein, Trader Joes or some other place I cannot look hip or trend. Awe and shucks.
(19) Tammy Wellman, June 23, 2010 7:10 PM
I L.O.V.E !!!!!!!!! COFFEE !!!!!!!!!
But, I HATE Starbucks coffee ! It taste like old "Wagon train coffee". I didn't know it was owned by Jews... Love the Jews hate the coffee !
(18) Beverly Kurtin, July 31, 2009 2:24 AM
Sweat
In my experience, unless a bead of sweat runs down my back and turns cold, I will turn away and walk away from the "deal." If, however both the sweat and the cold are there, I jump on whatever the offer is. Rots of ruck!
(17) Shoshana, July 31, 2009 12:42 AM
Excellent!
This idea of not taking risks is at the root of so much lack of goodness in the world, and of loss. At certain times in our life we have to take risks - risks that can lead to good, whilst using a bit of sechel. At other times we may have such a strong feeling and maybe we are to go with it as in this piece, Mr Schulz did. Yasher Koach on giving us such great food for thought.
(16) judith, July 30, 2009 8:47 PM
this is so true. one of the reasons not enough people pray for mashiach is becuase they like the predictability of life. They aren't willing to give that up, for the unknown of mashiach.
(15) Aryeh Magram, July 30, 2009 3:35 PM
This article sends a very dangerous message
Dear Rabbi Gelber, I appreciate the message you are sending in that it's accurate that we often squander opportunities for fear of taking the risk, and that this waste is truly a tragedy. It is. However, it is only part of the story. By singling out the creator of Starbucks as an illustration, you are effectively giving an unbalanced assessment. For every one glittering multi-billion dollar success, there are countless "failures" for those who have taken the loans and walked away from a good job, only to find that they have not been successfull. These unforunates are then only stuck with the feeling of failure and the strain of large loans they may not be able to pay. The Torah's advice to these people who have fallen, I believe, would be to get right back up on the horse and try to make a new success where you've found failure. However, I also believe the correct Torah answer to the question of "Should I take the risk in the first place?" is this: "A responsible person should only take that risk if they are sure they can handle the bumps and bruises in the event that they don't find the success they're hoping for." If the individual has a wife and chilren depending on them, how much the more so must they be careful before "leaping." The Starbucks example highlights success in the physical realm, and can be measured in dollars and cents. Some might feel however that if they will take a spiritual leap, they will be safe from failure. Perhaps that's true. But perhaps it's not. Perhaps they should drop their jobs to go study Torah or leave college in the last semester because "what's a degree worth anyway?" It seems to me however that these are such delicate and potentially dangerous issues that each would need to be discussed fully with a competent Rabbi, or even an intelligent and prudent friend, before proceeding. If not done with care, the results, even from the spiritual viewpoint, can very well be disastrous.
miriam, July 26, 2012 9:56 PM
agree but not the point of the article
I agree aryeh, but i dont think that is what the article is saying. what i heard was that when Hashem that something will be great, we take the "chance" even if naturally it doesnt seem like it would happen.
Melissa, July 23, 2015 6:38 PM
Thanks for your very erudite comment!!
Admitting to oneself that one had 3 successful business until they all went by the wayside is philosophical and a good way to bolster the nerve to try again, but it is little consolation at the bank!!
Relationships are like this too. I suspect Mr. Schulz likely did the math on coffeeshops - most make money if timely - have something 'new' to sell; and the real reality that many folks will spend a little more over coffee where one generation ago it would have been a whole lunch. Somewhat of a joke on us, as starbucks serves the most expensive coffee i know of. Also does his company give anything back to the 'coffee lands folk' at all? 1%? Take an addictive substance, sell it and you'll have a good chance of a successful business.
(14) David, July 29, 2009 1:45 PM
Great Article
We always have to think!
Anonymous, July 21, 2019 6:04 PM
And to add some humor....
And we always have to drink! (Coffee, that is..)
(13) Ezra H, July 28, 2009 9:27 PM
GREAT ARTICLE!!
GREAT ARTICLE!!
(12) jean dean <><, July 28, 2009 7:44 AM
It is better to have tried, and fail, then to never have tried at all.
Many, many years ago, I opened a small business, with big dreams in my heart and stars in my eyes! Unfortunately, being a woman, many bankers were afraid to take a risk with me, and, essentially, they let me down by not letting me finance what I needed to make these dreams come true. Therefore, I had to settle for less, and my business remained "small." I ended up nearly going bankrupt, because I used every dime I had to get things up and running, and then I used every dime I made in profit to pay bills and order new stock. So, I just got by. How sad! I will say this much, however, every single time someone entered my shop, the were sooooooo impressed with it, and could not believe how nice it was, and compared it to some of the bigger ones that were similar to it, and they always complimented mine more. So, hang in there, anyone thinking about jumping out into the unknown. Go ahead and jump! If nothing else, G-d will catch you, and His hand is strong enough to carry you through. Blessings.
(11) Denise Rootenberg, July 28, 2009 1:03 AM
A reminder that scary change is often a good thing
An excellent article and very timely both for the economic climate and Tisha b'Av. Interesting how many outstanding rabbis and Aish teachers are involved in helping people with substance abuse.
(10) Anonymous, July 27, 2009 9:47 PM
Very good article! Thanks
Very good article! Thanks
(9) Chana Ruth, July 27, 2009 4:44 PM
Thanks for the shake up
Just at this moment I find myself more and more complacent, unwilling to change, even if the change might be for the better. Thank you so much for shaking me and giving us all such a beautifully written wake-up call! Chazak u'baruch!
(8) Allan Kaufman, July 27, 2009 4:03 PM
What a great article on getting out of our comfort zones using Tisha B'Av and the spies to make your point.
Thank you so much Rabbi Gelber. I am fortunate to also call you my personal friend and teacher. You have been inspiring me now for years. Even though I am old enough to be your father, I learn from you constantly and thank you so much for your Jewish outreach efforts in the Owings Mills, MD area.
(7) Nik, July 27, 2009 2:59 PM
WOW!!
R Gelber is a master writer. This is just a brilliant piece - so simple, so true, so hard hitting. May HaShem grant him his wish - seeing his grandest idea worldwide!!
(6) Anonymous, July 27, 2009 2:24 PM
great reality check, incredibly inspiring
(5) Anonymous, July 27, 2009 2:21 PM
really well written and nicely put, R Gelber incredibly articulated the danger and the tragedy of choosing to continue going down the more comfortable path, a much easier and less challenging option to life! Thank you for this motivational artlcle and reality check!
(4) Rena, July 27, 2009 11:31 AM
Great Article
Thank you Rabbi Gelber for articulating this idea and giving me a more meaningful nine days and Tisha B'Av. Next year in Jerusalem!
(3) Daniel, July 26, 2009 6:47 PM
A very special article
As a gross generalisation, our lives in the diaspora are far too comfortable. On Tish B'Av I shall be trying to come to terms with this and recognising what I should be truly aiming for.
(2) Annette, July 26, 2009 2:29 PM
Fantastic!
I think more Rabbis like this one should make themselves known in the world at large - R. Gelber, we need you to be there. There are so many 'inconspicuous jews' in the stands of many business arenas at motivational lectures who are in limbo or being misled or astray and away from judaism. And because that is exactly the standard value now-a-days, to be in business lectures (ie: if you don't make the big bucks you're a loser) that's exactly where the stray jews are, emulating their associates. Many many non jews truly want to hear about life from a Torah perspective, from a Jewish perspective, not because they want or need to convert, not at all, but because they don't know that they don't know, and that they've never been taught. If we were a bit more eager to share life from a Torah perspective, maybe... just maybe we would reach more of these 'inconspicuous jews' (as I once was) but also shed more light and truth on the goyim/media This would do 2 more things: 1-make more of us realize our own potential as jews, individually and collectively 2-help the goyim 'see' our side of the stories going on; as we know, they just don't get us (check out any news media regarding the Jews and/or Israel) I think it would 'help' them, not cure them The current way isn't working, to many jews are falling off the derech, and the world at large seems to be setting the ground work for the next Holocaust. Positve motivation works. This article is good, positive and motivating. Thanks.
(1) Anonymous, July 24, 2009 2:44 AM
i love this!
So often I worry about never making my dream come true of moving to Israel. But every time I am inspired and the rush of desire to live there comes back, I know that I will eventually make it there...all in the right time. Thank you for the inspiration