To listen to Rabbi Scott's blog, click HERE.
I often think back to a conversation I once had with David Rosenfeld, z”l, one of CSK’s founders. David was a remarkably gifted creative professional—his “doodles” were artwork, and he designed the CSK star that has become so central to our identity.
Early on, I told him I had come up with a slogan for CSK. He cautioned me gently, reminding me that a real slogan requires deep research, focus groups, trial and error. I could tell he was bracing himself for something destined for the “circular file,” as we said in the ’90s.
With some hesitation, I shared: “Join us… you already belong.”
David stared for a moment—surprised, maybe even a little annoyed—before saying something like, “Scott, every now and then there are rare exceptions that cut right through the fog because they’re so clear, so direct, so imagination-capturing.” We both smiled. And just like that, our slogan was born.
I don’t share this to boast. David was, without question, my most honest and constructive critic. I share it because I’ve been reflecting a lot on what CSK is today and what we’ve become. Lately, another possible one-liner has been dancing in my mind—not as an official change, but as an expression of the optimism that radiates from so much of what we do.
Our promise—that no one is turned away from CSK because of finances—offers more than affordability. It communicates two powerful truths:
1. You already belong.
2. As you connect more deeply, as you discover new pathways for your own spiritual growth, Jewish meaning will open itself to you in new ways.
I see it happen all the time. Through Journey, B’nai Mitzvah, life-cycle moments, Shabbat, the High Holy Days, Chanukah, Purim, Passover—people experience something they might never have found without an inviting, low-barrier way in.
And so the phrase that has been echoing in my mind is inspired by Abraham and Sarah, about whom the Torah says they “made souls”—meaning they inspired, uplifted, and welcomed others into community.
My follow-up slogan is this:
“CSK: We make Jewish souls.”
That’s the work we do. Whether Judaism has been your lifelong
home, a neighboring current, or something newly discovered,
CSK helps shape Jewish souls—and infuses Judaism with a
soulful energy that delights the mind and inspires the heart.
Join us… you already belong.
