The King of Content: On Truth, Business, and a Lesson from the Rebbe
- Boruch Meir "Meyer" Greenbaum
- Apr 8
- 4 min read
This excerpt reflects a recollection of a past business encounter, anonymized for privacy.
"I noticed the meeting was being recorded,” the CEO remarked as he joined the Zoom call.
“Yes, is that a problem?” I asked, gauging his tone.
“No, it’s fine,” he replied. “I usually prefer not to be recorded—but given your background, I can see why you’d want to.”
“Great. Let’s dive in…
I don’t usually record meetings. But something about that day prompted me to hit “record.” Maybe it was instinct. Maybe it was experience. I just knew the moment mattered—and that capturing it, clearly and honestly, could someday be important.
That recording later proved pivotal when a business associate disputed key terms of our agreement. They claimed they hadn’t reviewed the contract closely and didn’t recall the details discussed. Like many meetings, they had joined well after it began—unaware that others had already laid out the commitments.
“Content is king.”
“I’m an influencer. Pay me for a plug and a like.”
“Content is the new real estate.”
This has been the refrain over the last decade. Brands, startups, influencers — all chasing relevance by putting out more and more “content.”
Then came AI. And with it, Large Language Models. The game changed overnight.
A Rabbi friend sent me a photo today of himself kneeling before Prince Charles, being knighted. Intrigued, I clicked the link — only to realize it was AI-generated. An April Fools’ joke, he said.
I didn’t find it funny.
Misinformation. Deepfakes. Voice modulation. Synthetic reality. We now live in a world where every piece of content could be fake. We’re skeptical of everything — images, headlines, quotes. Even our kids can generate photorealistic lies in seconds.
So what can we trust?
Where does the truth live?
The answer: Truth doesn’t lie.
When spoken, it rings.
When heard, it lands.
When seen, it’s undeniable.
When written, it’s only real if the author stands behind it.
At the end of the Shema prayer, Jews declare:
ה׳ אלקיכם אמת
Hashem Elokeichem Emet
G-d, your G-d, is Truth.
There is no plural of “truth” in Hebrew. There’s no such thing as my truth and your truth. Real truth has no versions. It can’t be deepfaked. It can’t be spun. It simply is.
In my upcoming book and web series, The Business of Soul: The Rebbe’s Approach from a Business Perspective: I explore a bold premise:
That the Lubavitcher Rebbe wasn’t just a spiritual luminary, or a moral compass for millions — he was the most sophisticated business strategist of all time.
Forget Carnegie. Forget Jobs. Forget Bezos.
The Rebbe scaled an infinite vision — powered by values, infrastructure, purpose, and precision — that continues to grow decades after his passing.
Have you ever seen a deepfake of the Rebbe?
Have you ever heard a scandal or quote that “surfaced” and disturbed you?
You haven’t. Because Truth doesn’t lie. And the Rebbe was a channel for that Truth.
He was the original King of Content.
It was 10th of Shvat, 1951. Brooklyn. A ceremony attended by a few hundred rabbis and Jewish leaders. All gathered to hear Rabbi Menachem Mendel Schneerson — son-in-law of the Previous Rebbe — deliver his first official words as Rebbe.
He had refused the role for a year. But on that day, he stepped forward and defined the conduct that would shape a global movement.
He insisted that everything he said be recorded (on days when Halacha permitted).
He designated scribes with photographic memory to transcribe his talks after Shabbat and Jewish Holidays.
He allowed photographers and videographers to document his every move.
He personally edited many of the key transcripts, talks, and letters that were later published — especially those intended for broad dissemination.
He understood the power of recorded truth.
He anticipated a future in which people would absorb information in new formats — and made sure his message would be consumable in every possible medium: visual, verbal, textual.
Not because he craved attention. But because truth must be preserved — unfiltered and eternal.
That insight shaped how I architected Cutting Edge Platform Partners, our ESaaS (Ecosystem as a Solution) platform.
To facilitate trust and alignment in deal-making, we are embedding optional video/audio recordings — with mutual consent. Why? Because too many times I’ve seen “versions of the truth” derail good partnerships. The pain of wasted time, money, and energy is real. Memory is fallible. Content isn’t.
You can’t build integrity on vague recollections. You need a ledger of truth.
So yes — the next time someone tells me they “don’t like to be recorded” while discussing serious business, I’ll politely excuse myself and work with partners who value transparency and accountability.
Because I no longer do business any other way.
And that’s the Truth.
—
Your partner in purpose,
Boruch
Disclaimer:
The business anecdotes shared above reflect personal recollections and subjective impressions. They have been anonymized to respect privacy, and are not intended as statements of fact about any identifiable party. The thoughts expressed in this article are personal reflections. While every effort has been made to convey the essence and integrity of the Rebbe’s approach, some historical details may be subject to interpretation or simplification. I am currently working with historians, Rabbinical advisors and researchers to ensure greater context and accuracy as I develop The Business of Soul book and series.
This essay is part of the upcoming series, The Business of Soul, where I explore the leadership model of the Lubavitcher Rebbe as a scalable, values-first business strategy.
Written by Boruch Meir “Meyer” Greenbaum
© 2025 All rights reserved.
Glossary:
Kiddush Hashem – Sanctification of G-d’s name; acting in a way that brings honor to Judaism and G-d.
Rebbe – Spiritual leader; in this context, the Lubavitcher Rebbe, Rabbi Menachem Mendel Schneerson.
Chabad Lubavitch – A global Hasidic movement focused on outreach, education, and Jewish continuity.
Shabbat – The Jewish Sabbath, observed from Friday evening to Saturday night.
Shema – Central declaration of Jewish faith.
Halacha – Jewish law.
Yom Tov – Jewish holiday.
Emet – Hebrew word for “truth”.
ESaaS – Ecosystem as a Solution; a values-based platform business model.
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