Founder’s Blog

Line Extension

Line extension, in business terms, is the use of an established product's brand name for a new item in the same product category. Companies do this all the time to further expand their business, profits, and market dominance. Line extensions seem to make a lot of sense: If Listerine has established a good name as mouthwash and is known for the power to create fresh breath, kill plaque, and clean the palate, then to extend that brand into a toothpaste seems to be a great move for Johnson & Johnson. If they have done a good job of branding Listerine, a product that gives you a healthier mouth, and if their claims match your experience, then they may interest you in a line of related products: breath-mist, toothpaste, whitening strips, etc. Right?

Not always.

The fact is that line extensions are risky. Statistically the majority of them fail. They can weaken the original product or service making it vulnerable to competition, and they can cause the company to lose ground by diluting their focus.

Line extension can grow a company or harm it. A bad toothpaste can hurt the image of a good mouthwash. Marketing laser-focused on one thing can suffer by being divided across varying segments of buyers. Poor choices for brand extension may destroy and deteriorate the core brand.

Think of all the producers and products that are in the world--millions. Think of all the line extension possibilities--billions. Most new products are line extensions. Most new products fail. So why do businesses continue in the practice of line extension in spite of the overwhelming evidence of probable failure? Two primary reasons:

1. Businesses with long-term objectives realize the need to address different aspects of the markets and are willing to take short-term losses to accomplish long-term goals.
2. Businesses with short-term objectives in mind capitalize on their market presence for immediate profit without regard for, or thought towards, the long-term impact on their core brand.

Dual Mission or Chasing Two Rabbits?

First Fruits of Zion is not a traditional business looking for profits and new markets, but we are an educational ministry that gleans from solid business practices that help us accomplish our spiritual mission. And the "line-extension" issue very much relates to our work.

We very much desire to see positive change in churches on issues dear to us (and to you) and to embrace its shared heritage with the people of Israel.

We equally desire to promote Yeshua as the risen Messiah of his own people, the Jewish people.

For years we have felt that the church's subtle misrepresentation of Jesus is the greatest obstacle to the Jewish Gospel--so we have sought to bring needed correction to the church for the sake of the Messiah.

More recently, recognizing the rich heritage of early Messianic Jewish pioneers and delving more deeply into Jewish tradition and thought, we have felt Judaism's discomfort with messianic concepts which affirm Yeshua needs to be addressed.

Therefore, First Fruits of Zion has essentially added a line extension to the original mission of educating Christians. That line is the extended mission of being a witness to the people of Israel.

How do we accomplish both of these missions?

First, try to understand some of the problems we face in relating to two kinds of audiences at once. We recently met with a group of pastors that desire the foundation of their church to be Hebraic--a church that leans on and gleans from its Jewish origins. As a church they want to connect to the Jewish Jesus, Israel, and the Jewish people. They have rejected replacement theology and are wrestling through other traditional interpretations that have brought division and separation from the Hebraic origins of the Church.

The pastors shared with me that they have discovered a disappointing phenomenon. If they present an idea or an interpretation from the text as if it was their own idea (even though they obtained it through Jewish sources) it is warmly received without criticism. However, every time they state that it is "a Jewish interpretation..." or credit "the sages of Israel..." or the "rabbis" or "rabbinic sources," walls go up.

The exact same statement is variously received warmly if given as the leader's own opinion, or rejected or heavily critiqued if given as a Jewish traditional understanding.

Essentially, if the pastors plagiarize Jewish interpretation, making it their own, or hide their sources, all is well. If they connect with Judaism, Jewish interpretation, or Israel, they are met with rejection.

A separate example came to me just a couple of hours ago. A Christian blogger sent me the following note:

One of my readers pointed me to your site (FFOZ). He asked for my opinion. I could not give it because I hadn't heard of the site yet. He told me his pastor told him it was "more Judaizing drivel" and not to waste his time. I checked the site out and told him I would get back to him when I returned state-side. Since then, I have had almost a dozen people ask me off the cuff about FFOZ. It started really bothering me so I tore your site(s) apart last night in order to give something close to an educated answer. I keep telling them time and again to check it out for themselves, but some are just too frightened to throw themselves at something as daunting as Hebrew (or more aptly, Judaic) studies of any sort. Particularly with pastors warning against it.

First Fruits of Zion is a teaching ministry. We have a focused mission to educate Christians in the foundations of their faith. We do this through the presentation of the Jewishness of Jesus, by Torah education, and through exposing perspectives that need correction within a church that has forgotten or rejected its connection to the Land, the People, and the Scriptures of Israel. But are we losing our Christian reader with our personal comfort and presentation of Jewish thought or use of Jewish sources?

Remember, we also have a mission to share and defend Yeshua as the Messiah of the people of Israel. If we remove all Jewishness from our message to accomplish education within the church, what have we accomplished? Nothing. Additionally, we remove the opportunity to communicate the Jewishness of Jesus to Jewish people because we have removed the support of Jewish sources and the voice of greater Jewish thought.

Confucius said: Man who chases two rabbits catches neither.

With intent we have "extended our line," so to speak, with long-term objectives in mind even though we will and have experienced some short-term losses. Albeit risky, we feel it is the only way to address the message and people we serve.

A Religious Line Extension

You who support this work do so because you believe we will be a credible, balanced, and strong voice for positive change in churches and in the lives of Jesus-followers. Your expectations do not stop there. You also have a sense of how all of this understanding is ultimately intended to provoke the people of Israel to see the risen Messiah. You give us, in a sense, the mandate to effect change in these areas. Here is how we are doing that:

1. The work of First Fruits of Zion is focused on Torah education and Messianic resources for Christians and the Church.
2. The work of Vine of David is focused on the development of resources for Messianic

Jewish communal expression, and appealing for and defending Yeshua as the Messiah to the people of Israel.

Many of you, perhaps most of you, are well aware of the message and mission of First Fruits of Zion. I think it would be fair for me to consider that we share a similar dream. When I dream and think of the work of First Fruits of Zion, I dream of a day in which through our work we will help Christians see and begin to interpret their faith differently. I see a future when the Church defines herself within her Jewish origins.

In late 2008, First Fruits of Zion quietly started a sister ministry called Vine of David. It is, in business terms, a classic "line extension." Essentially the work of First Fruits of Zion created a new "brand" (Vine of David) to be more specific in our message, voice, and focus towards two audiences. This division helped strengthen us internally by giving us two platforms to accomplish our shared mission more effectively.

At the time we launched it, some concerns were raised (and even some harsh criticisms). Much like the experience of the Judaically informed pastors who found acceptance unless they cited a Jewish traditional source, we found some people not open to some traditional Jewish avenues of teaching and proclamation.

As I reviewed this very issue of Messiah Journal and prepared to write this letter I felt that this issue was more of a Vine of David journal than a First Fruits of Zion one. My impression was that the majority of the articles in this particular edition might miss the mark on connecting with Christian readers wanting to learn about their roots.

From that realization I proceeded to think further that many of you have not heard from our own mouths the intention of our efforts with Vine of David. I thought that this would be a great opportunity for me to share with you the vision of this line extension from First Fruits of Zion.

Who and What is Vine of David?

Vine of David is a publishing arm of First Fruits of Zion that specializes in early Messianic Judaism and the development of Messianic liturgical resources. The mission of Vine of David is to reveal Yeshua as the light to the nations and as the glory of the people of Israel. Whereas First Fruits of Zion focuses primarily on proclaiming the Torah and its way of life, Vine of David's efforts are focused on the argument for Yeshua as the Messiah of Israel and the creation of resources for the maturing Messianic Jewish movement.

As I stated, the mission of Vine of David is to reveal Yeshua as the light to the nations and as the glory of the people of Israel. This mission is drawn from the verse, "For my eyes have seen your salvation that you have prepared before all of the peoples: light to illuminate the eyes of the nations and the majesty of your people Yisra'el." (Luke 2:30-32 DHE).

The Name, Vine of David

"Vine of David" is a phrase taken from apostolic-era literature where it is used as a reference to the Davidic dynasty and the Messiah. The Didache (an early Jewish-Christian document) prescribes a blessing for wine: "We thank You, our Father, for the holy vine of Your servant David." The vine is evocative of both Yeshua who declared himself to be the true vine and the Messianic Era when every man will sit under his own vine and fig tree (Micah 4:4).

The Vine of David Logo

The Vine of David logo depicts a crown for "King Messiah" that is intersected by the letter "Yod," which is both the first letter in the name of God and the first letter in the name of Yeshua. The tip of the Yod reaches to the heavens, and the bottom rests on the arch of the earth symbolizing the bridge between heaven above and earth below which is the Messiah (Yeshua). Better-stated, Yeshua is the bridge between man and God.

Defining the Work of Vine of David

All of the resources that we create at Vine of David are intended to be legacy-level works. Legacy level works are not your average books. We are committed to making every work produced by Vine of David the highest quality and beautifully presented. These works either represent our rich heritage or will be used in worship contexts and therefore need to be presented in an honorable and endearing manner.

Messianic Judaism has a significant history and a vibrant future. Through a tedious process of translation, we will formally publish the early voices of Messianic Judaism. We have many translations underway. Some of the historical works that we are currently in the process of restoring are:

• Beth Tikkun Edition: Yechiel Tzvi Lichtenstein New Testament Commentary
• Paul Philip Levertoff: Religious Ideas of the Chasidim
• Bram: The Wisdom of Avram Poljak
• Limudei HaNevi'im (Teachings of the Prophets), Yechiel Tzvi Lichtenstein

These works, which will defend Yeshua, are from educated and credentialed Jewish rabbis who became impassioned believers. For the most part they all remained within Judaism and served as lone and persecuted voices for the risen Messiah. Their perspectives and understandings are some of the most authentic and authoritative commentaries we have on our faith from an authentic Jewish space.

Through high standards of professionalism we will formally publish communal (and traditional) resources that will help further define and shape Messianic Jewish worship and expression. We have a whole list of resources that we hope, with God's help, to complete. Some of the communal and liturgical works that we are currently in the process of developing are:

• The Delitzsch Hebrew-English Gospels (and eventually the entire NT)
• Complete Messianic Jewish Siddur
• Messianic Jewish Machzorim
• Sabbath Table Bencher for the three meals of Sabbath complete with prayers and Sabbath table songs training CD

We hope, as believers participating respectfully in the historical, traditional, and communal expression of our faith, to create compelling materials that are a testament for Messiah. It is our intent with these resources to work with others in wider Messianic Judaism and to glean from, and collaborate with the community, which will find the primary benefit from these materials.

Defending Yeshua through Vine of David

Much effort has been made in some church circles to distance Christians from the Jewish foundations of their faith--yet even more has been done in regards to defaming Yeshua as the Messiah within Judaism. Every Messianic prophecy concerning the Messiah has been reinterpreted or challenged; the extremes of anti-Semitism within the church have been consistently presented; the anti-Jewish and anti-Torah doctrines that developed Christian understandings have been used against us (and Yeshua); and a general suspicion has been planted in the Jewish mind regarding the motives of believers.

To assist in defending Yeshua to Jewish people and authenticating our faith from a Jewish view of Scripture and through Jewish sources, we spend great effort to define or defend core beliefs and the tenets of our faith. A good example of this is found in the article, "The Second Coming and the Days of the Messiah: A Chasidic Approach" on pg. 66 of this journal. To Christians the defense or argument for a second coming of the Messiah is not needed--to Jewish people it is a critical juncture of understanding. This single subject is one of the key reasons why Jewish people reject Yeshua out-of-hand. Our purpose with this article is to show from Jewish sources and respected Jewish sages and rabbis, that the Messiah will have two advents.

In addition to creating articles that deal with single subjects we hope to:

• Update and strengthen the material produced at the 2007 FFOZ Conference entitled, "To Whom Shall We Go."
• Develop formal responses and thorough treatments of anti-missionary works like, "26 Reasons Why Jews Don't Believe In Jesus"
• Have staff members available for dialogue with Jewish people that inquire about Messiah.

As a side note, there are many believing Gentiles that begin to study Jewish sources. They see Jewish interpretations, and begin to question Yeshua as Messiah. Part of our work in this area is to hit this problem head on with thorough and comprehensive responses to questions that bring doubt into believers' minds regarding the Messiah.

Vine of David and Jewish Outreach

First Fruits of Zion is focused on Torah education and outreach to Christians. Vine of David is focused on outreach to the Jewish people. There is a sense in which informing Christians about Jewish roots and equipping Messianic Jews with solid material is already proclaiming and defending Yeshua. But there are areas in which we will be more direct. The best example of this is through our efforts with the Delitzsch Hebrew-English Gospels.

Because of past polemics, current testimony, dismissive theologies, and a shameful history, many in the church and even in Messianic Judaism are frozen in our efforts to share the gospel message with or to Jewish people. We may feel intimidated or think that it is not needed. The publication of the Delitzsch Hebrew-English Gospels can solve many of those misgivings. Evangelism is difficult and awkward. At his memorial Delitzsch was eulogized: "The ideal aim of his spirit was to awaken a dead people, to strengthen the dying in Israel." And that, "His Hebrew New Testament was the most effective missionary among the Jews ... [Delitzsch] was the soul of missions among Israel in all of Christendom."

While we will not be involved in direct evangelism (from a traditional Christian perspective) we will be making this resource available for free distribution through qualified Messianic Jewish synagogues and outreach organizations. Vine of David will supply the Delitzsch Hebrew-English Gospels for free to Jewish believers who, within the context of relationship, can then give it out to pass on to Jewish friends, colleagues, and family members.

Combining this direct effort with the more indirect efforts of First Fruits of Zion and Vine of David, we will form a very visible, viable, and positive testimony for Messiah. For more information on Franz Delitzsch see his story and testimony on page XX of this journal.

Concerns about Vine of David

Any "line extension" makes the core brand vulnerable, and the development of Vine of David certainly opened up First Fruits of Zion to concern and criticism. Sometimes critics even engaged in statements reflecting anti-Judaism. Misunderstandings and even rivalry can be expected in any human endeavor, even religious work.

As in the example I shared above about pastors teaching Jewish roots, there is resistance to anything Jewish in the Christian churches. Surprisingly, there is also great animosity in parts of the Messianic world toward traditional Judaism. This is the primary root of many concerns and criticisms shared with and about Vine of David.

The works that we will be presenting through Vine of David will be thoroughly Jewish. We will not, as we do in Fruits of Zion, couch every statement, concept, reference, or use of certain Jewish sources with disclaimers and explanations. We are assuming a Jewish audience or a mature and knowledgeable Messianic Gentile reader. Additionally, we will not be censoring the thoughts, theologies, or understandings of early Messianic pioneers when they conflict with ours. We feel that it is not our responsibility or right to change or edit their works--in fact we feel like some of their thoughts need to be heard, considered, and discussed.

If we are going to reach the Jewish people with the message of the Messiah we need to do our best to do it from and within Jewish sources. Taking from the translators introduction in Limudei HaNevi'im (Teachings of the Prophets) by Yechiel Tzvi Lichtenstein we state:

Throughout his commentary, Lichtenstein quite unapologetically presents Jesus and the apostles as completely Jewish figures, interpreting their teachings in light of the prophetic, rabbinic, and mystical heritage of Judaism. In the present book, which was published in 1869, 22 years before the first volume of his New Testament commentary appeared, Lichtenstein sets before him the task of a theologian: to distill a single, authentic, universal, Jewish theology from the divergent teachings of ancient prophets, philosophers, rabbis, and mystics. He accomplishes this without ever resorting to the New Testament as a source for his views; instead, in the last of the book's seven essays, he attempts to prove, using the New Testament, that even the founders of Christianity did not depart on any point from the original, prophetic Jewish theology.

Essentially Lichtenstein in this work defends and reveals Yeshua as the Messiah exclusively through Jewish sources and at the same time connects the foundations of Christianity to Judaism.

We have a vision and mission for the church and the Jewish people. But speaking to the Jewish people requires a different voice, references of source, different theological assumptions and paradigms, and respect for the greater tradition and broader community.

Vine of David is a line extension of First Fruits of Zion. It is a risk. But to us it is an unavoidable risk. We are working not for short-term appeal, we will take the heat so to speak, for the sake of the Messiah--repositioning him within the Jewish people and Judaism is going to be a fierce fight, but we are fighting for the long-term goal of establishing the Jewishness of Yeshua.

A Shared, Single Focus

Our core message has always been about Yeshua, and I am proud say that in the coming months and years you will see this message sharpened and becoming an even greater focus through both First Fruits of Zion and Vine of David.

We desire to reflect our Master's teachings and his life, and to continue to establish his Kingdom. Teaching the proper Yeshua means that we need to teach the Torah. His life was all about teaching the lost to return to God and obey the commandments of the Torah. We deeply desire to educate all of God's people in the ways of the Torah, and by that we are extending the teachings and message of our Messiah.

Supporting the Work of Vine of David

We're supporting outreach efforts by supplying for free the Hebrew-English Gospels to Jewish inquirers. This involves time-consuming translation and editing work. We are supporting a strong Jewish faith in Messiah Yeshua by painstakingly restoring the work of early Messianic leaders. Vine of David needs financial support from those who are empowered by and inflamed with this mission. If you are interested in supporting this work monthly, or would consider sponsoring complete resources, you are welcome to contact me or visit our Vine of David website for more information.

Imagine that you are standing in front of a deep well of fresh, cool water. You are parched and thirsty, but "you have nothing to draw water with, and the well is deep. Where do you get that living water?" (John 4:11).

Though the water is right in front of you, it might as well be on another continent. If you were dying of thirst, how much would you give for a bucket and rope? We're happy to be a bucket and rope for the Jewish gospel.

Thank you for your support of this work. Your prayers and contributions strengthen us and enable us to accomplish this mission. Enjoy this issue of Messiah Journal!

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About the Author: Boaz Michael is the President and Founder of First Fruits of Zion.