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Stand-up guru By Ofri Shoval Tags: Eli Reifman, kabbala Money doesn't interest Eli Reifman anymore. He realized this three years ago, the night his house was broken into. The well-off businessman and his wife at the time returned home to discover that his watch collection had been stolen. A rare collection, one of the most impressive in the country. So valuable, says Reifman, that it could easily pay for a few people to travel around the world in style without any financial worries. At that moment, it dawned on Reifman that a change had occurred within him: He simply didn't care. Not even the slightest twinge over the loss of hundreds of thousands of dollars. Not that he couldn't have rebuilt the collection if he wanted to. The appeal just wasn't there anymore. It's 10:15 on a Friday morning. Bar-Ilan University. A long line of cars crawls toward the Wohl Center parking lot. "Everyone's coming to hear Eli Reifman's lecture on kabbala," explains the driver to my left. Hundreds of people, well-dressed and in good spirits, have come from all over the country: Ashdod, Maccabim, Jerusalem, Mazkeret Batya. Reifman's parents and siblings also attend his talks regularly. In another 15 minutes, they'll all be watching the best show in town, as Reifman likes to call it. He receives no payment for the lectures. The proceeds from the entry fees - NIS 30 per person - are donated to needy families. At the entrance to the auditorium, visitors are given a white, Lance Armstrong-style rubber bracelet. A gift from Reifman. Written on the bracelet is one word: "Breathe." I breathed. The 900 seats are not enough; people are sitting in the aisles. Latecomers will have to sit on the steps for the next hour and a half. But that's okay. The time will pass quickly. The crowd is a motley assortment: lots of women, couples, businesspeople, young people, old people, teens, a few religious folks - I count only eight knitted skullcaps in the audience of hundreds. Advertisement Behind me sits a married couple who look to be in their fifties. "Don't you dare write anything bad about him! He makes the world a better place," says the woman. Her husband laughs. What's so funny? "Eli changed my life," he says, a little embarrassed. "Thanks to him, I fell in love with my wife again." Reifman enters wearing jeans and an untucked white shirt. A white bracelet on his wrist. He breathes. He leaves his black motorcycle jacket on the chair and gets right to it. The lights are dimmed. The PowerPoint presentation is switched on. Silence. Reifman: "The bracelets are necessary. It's a personal gift from me to you. The bracelet reminds you to focus on breathing. This is what brings you to the present. This way, the Sitra Ahra won't control you." He permits himself to bring bracelets as gifts. It's really an inside joke between him and the audience: They all know what his views are on amulets. As far as he's concerned, they can hang the bracelets in the bathroom, just as long as they remember to breathe. The Sitra Ahra, the evil impulse, is the star of his lectures. An uninvited guest of sorts. Reifman continues: "Today we have a totally crazy lesson. The topic: the creation of reality. You'll understand everything shortly. There will be things you won't like and on which you won't agree with me. I beg you - don't hurt the speaker. I bring corroboration from the kabbala for everything. It's kabbala par excellence. But please! It would be such a shame for my white shirt to get ruined." Everybody laughs. It's warm in the auditorium. He's definitely got it, this Reifman. A woman in one of the front rows asks Reifman if eating a lot is a bad thing. Exasperated sighs and the clucking of tongues are heard all around. That's beginners' material. Where was she when Reifman taught what bad things are? Reifman replies: "No. Eating is not bad. What's bad is surrendering to the impulse. I'm a conscious fattie. I'm on a kabbalistic diet of resistance and reduction. We need to identify when the impulse controls us. Hunger attacks and we hit the refrigerator, until the Sitra Ahra is assuaged. Take a good look, sister. Take a good look at food and at the sensation of hunger. Take a bite, and then take a good look. Another bite. I have a secret. If you can look at food continuously for 20 minutes you won't be hungry. It's biology. In the end you'll pass out." By the end of the lesson, he'll also have discussed the material versus the spiritual, Quantum reality, the essence of "The Secret" (the book and the movie), thought that produces reality, the chaos in our heads that keeps us from controling our thoughts, the ego that gives us no respite, and people who are at a truly high spiritual level and can therefore physically sense when a tsunami is occurring on the other side of the world. The audience is enthralled. The lesson flows smoothly and is very enjoyable. A good stand-up act with added value. Now it's time for meditation. Reifman explains how it's done and asks everyone to concentrate on the soles of their feet, then their knees, their hands, their face. Not a peep is heard in the auditorium. The Sitra Ahra gets the better of me. I look around at everyone else. They all have their eyes closed. A half hour of meditation flies by. Judaism as entertainment For the past 14 years, Eli Reifman was synonymous with Emblaze (previously known as Geo Interactive), founded in 1994 by three young entrepreneurs, including Reifman, and had its first public offering two years later in London. In 1999-2000, the company's stock soared and at its peak the firm was valued at $4.5 billion. When the high-tech bubble burst and the NASDAQ tumbled, Emblaze stock also plummeted, and the company has since lost hundreds of millions of dollars. It is currently valued at $85 million and is focusing on the development of an advanced mobile device called Monolith in which over 20 Israeli companies are involved. In 2000, at the age of 30, Reifman made his killing. This was when the high-tech bubble was at its peak. He spent lavishly - a five-dunam lot in Savyon, a huge jeep, elegant restaurants, cigars, a $2 million wedding, whatever caught his fancy, until he reached the saturation point. At one of his talks, he said: "When your happiness is dependent on material things, it's not real and it ends quickly. You have a big house and you want the next thing. We won't stay strong forever and we won't always look like we do on 'Survivor.' I guarantee you'll see some cellulite in a few more years." You've sobered up? "That phrase refers to a one-time event. With me, it was a slow process, but, to answer your question, there is definitely a higher likelihood of it happening to people who are on the edge. With me, the greed was very strong, because I came into a very large amount of money at a young age. The materialistic urge was tremendous. The thing is that I also fulfilled it, and in a very aggressive way." Reifman first got into kabbala 15 years ago, when he was 23. "I was fascinated by the power and the glory, by the control over one's fate. I was a kid who wanted to be Superman." He went to his business partner (of 18 years now), a religious man named Naftali Shani, and asked him about kabbala. Shani explained that in order to study kabbala one must first be learned in Torah, married and at least 40 years of age, and that anyway, it was forbidden. "When I heard 'forbidden,'" says Reifman, "that's when I really got interested. I started reading. There are more than 3,000 writings in kabbala. I read about 2,000." 2,000? "Well, some are only 10 pages long." In the past two years, he has put together 30 different lectures with numerous quotes from the sources. About 3,000 people come to hear him every week - at Bar-Ilan University, Hebrew University, the Technion and the Interdisciplinary Center. The auditoriums are always full, and he has a waiting list for his upcoming courses. Reifman has also lectured before an audience of hundreds at the United Jewish Communities center in London. Why did you decide to give lectures on kabbala? "I realized that this was where the answers are for all the world's ills. Practical solutions - from personal and communal problems to the problems of humankind in general. This thing is completely free of any racist or religious tendency, because it has no problem encompassing the principles of Christianity or Islam, too. It's knowledge that needs to come out. I'd call it a mission if that didn't have such a bad connotation. It's not like I had any sort of revelation." What brings thousands of people to your lectures? "Oh, that's quite simple. When I thought about what I know how to do in life, there is one talent that my mother, together with the Creator, gave to me: the ability to explain things. I explain the kabbala in simple terms, in a way that anyone can understand. I've wrapped the kabbala and Judaism in entertainment. Quick and exciting, with lots of graphics, a snappy pace, presentations. I sell it that way, too: the best show in town! Look, we all have different levels of attention disorders. We can't concentrate for long periods, we need a lot of stimulation, we need everything to be fast. People come to the lectures because of the entertainment and they stay because of the Judaism." Efrat Getlani-Aloush, a lawyer and personal trainer, came to the course through a newspaper ad she saw 14 months ago. "I like it that he comes with a very practical outlook, and without religious and missionary pretensions. He doesn't preach and he doesn't rule anything out. He also doesn't purport to say that he's been able to reach the highest spiritual levels. He's a gifted speaker who presents a show. He keeps it varied, creative and challenging. I find myself recalling his lectures as I go about my daily life." Yair Shragai, a musician with a deep interest in the spiritual, as he describes himself, makes it a point to attend the advanced lessons. Raised in a religious household, he says he could identify a number of Haredim in attendance - in disguise to avoid getting in trouble for being there. "Reifman is a huge rock star. Boundlessly egotistical, who's learned with wisdom and powerful intelligence to blur that arrogance with excellent humor. He still comes out with things that are new to me and I really enjoy his lectures. The contradiction between what he gives and who he is isn't important - that's his own private drama. Write that I love him a lot." Fashionable spirituality "Maybe I'm crazy, but I say that the dissemination of kabbalistic knowledge will change our nation totally, and all of humankind," says Reifman. "My goal is to reach tens of millions of people who will use this knowledge and become better, and not as a center or a group that one has to belong to, but just through the dissemination of kabbalistic knowledge. This is the vision for the next 20 years. My dream is to lecture on kabbala and on Sufism in Tehran. I see it happening in another 30 years. It will change the world." In your lectures, you teach how to prevent your ego from taking control of your life, but then you attest to having a colossal ego yourself. "There is no connection between the two things. When you know your own ego, you know how to neutralize it. And I say more than that: Not only do I not pretend to be any better at this than anyone else - Just the opposite: Who is a bigger expert on the Sitra Ahra than someone with the biggest ego in the world? That settles it. It makes me an expert." Logic says that one ought to listen to someone who has managed to control his ego. "That's the simple logic, not the kabbalistic logic, which says that it doesn't matter who is standing before you - he is just a vessel. He is essentially just a presentation. Now go home and practice alone." Reifman says he does not wish to become a guru. Is this something he can control? He thinks so. If he is careful - and he is careful - not to give examples from his personal life, in his lectures and in interviews or ever, of the way in which he personally implements the lessons of the kabbalah, then people won't see him as a role model. This way he can keep on being what he calls "a vessel that conveys the principles of the kabbala." Reifman is not the first to combine business and spirituality in his daily affairs. In the past few years, a number of prominent Israelis from the worlds of business and high-tech have been doing so. They include Shari Arison ("Peace begins within me"), Nochi Dankner (who consults with "the X-ray," Rabbi Yaakov Ifergan), Ilan Ben Dov of Suny Electronic (practices yoga, meets with rabbis and reads philosophy and religion), Ran Erhard of Ransys (meditation before meetings, communicating with the world of spirits), Amikam Cohen of Partner (brought Robin Sharma to Israel), Yigal Shermeister (a practitioner of Zen), and that's only a partial list. "Spirituality can be fashionable, like a clothing label, and there's nothing wrong with that," says Reifman. "I'm riding the world trend. If I wasn't part of the trend of running after spirituality, I guess the level of interest in my lectures would be a lot lower." He says that people become seekers of spirituality out of need, fashion and interest. And above all: Because we're not happy. "Maybe happiness is hiding just over there, in the next house? The next car? The next child? And where do people go in order to be happy? There's Robin Sharma, there's Buddhism, there are ashrams, and there's also kabbala." Eli Hurvitz, the CEO of Teva, has spoken out against mixing spirituality with business. He says a company ought to be run by logic, not emotion. "There's no connection between spirituality and emotion. Spirituality is connected to just one thing: Know thyself. Scientific decision-making is excellent. And the decision to flip a coin is also scientific and acceptable. As long as you decide that this is your management style, that's fine. I admire Eli Hurvitz and I'm not just saying that, but if tomorrow morning I were to ask Mr. Eli Hurvitz to do the simplest exercise on earth: to sit in silence for 10 minutes and to stop to think, he would find that not only is he unable to do it, but the more he tries, he'll understand, for the first time in his life, that he has a built-in mechanism inside him that thinks very, very quietly and that he does not control. If Mr. Eli Hurvitz were to go to pick up a cup of coffee and be unable to lift it, he'd think that something was wrong with him neurologically, and he'd ask to be taken to the hospital for an examination, but if he were to try to control his thoughts and to decide that for 20 minutes he's going to think about a single letter, when he sees that this is impossible and that thoughts that he does not initiate keep mixing in, he won't go to the hospital! We don't train our brains. Every decision begins with thought, and it has to be scientifically recognized that if you don't control your thoughts, apparently you don't control your decisions. It's the ABCs of spirituality in business." Can you think about a single letter for 20 minutes? "Yes, but I'm not an example." Why aren't you an example? "Because I don't want to be a guru." You must be aware that you're already a guru. "No! I'm really not. There's a difference between being a good performer, someone whom people like to come and see, and a guru, who is a spiritual guide." People who come to listen to you see a young man, just 38, who made a killing. You have a lot of money. You're a role model who sells them money and peace of mind all in one package. "Money has nothing to do with it. They also know that I lost a lot of money, and that I'm going through hard times. In fact, I've had more failures than successes. All the touting of the financial success is mistaken. It's possible that because I was already well known, it was easier for me to obtain a platform from which to speak to people. I'm sorry about the money thing, because I'm sure there are people who say: 'Maybe he'll say something or give some direction as to how to achieve financial success?'" Define failure Afternoon. The Emblaze offices in Ra'anana. In the eighth-floor office overlooking a north-Ra'anana high-tech view, there's no trace of Reifman's past nouveau riche glory. The curtains are plain linen, as is the fabric on the couch and two chairs, in a pleasant pink and white pattern. Somehow, upon entering, one feels the urge to go pick daisies in the field and to talk about the meaning of life and happiness. Which is just why we're here. Reifman sleeps three hours a night, but not only is he not tired, he's also never sick. He attributes it to a regimen of exercises and meditation that he does twice a day. "I get to the office at five in the morning, do meditation alone in the room, though anyone who wants to is welcome to join in. The rooms here are transparent. When I'm sitting and meditating, people see. Sometimes they just come and join. They sit across from me on the chair, close their eyes and concentrate. It's like when someone is sitting down having a cup of coffee and someone else comes and sits down and also takes a coffee." In the financial press, this all looks a bit less idyllic: Emblaze's coffers grew because of his marketing talents and powers of persuasion with British investors, not because of the company's sales, which have dropped precipitously in recent years. Stocks are near an all-time low, investors have lost hundreds of millions of dollars, nothing is left of the original Emblaze, the dreams and the business focus are constantly changing, he leads those who believe in him astray. Reifman is depicted as conceited, infuriating and a magnet for criticism. "Let's define failure," says Reifman. "Emblaze began with four people in a third-floor office with no elevator on Yehuda Halevi Street in Tel Aviv. It now sustains over 5,000 families, develops and sells products in more than 100 countries and engages in the most advanced research and development in Israel. Stocks are at a low because all the markets today are in bad shape, but the business is experiencing tremendous growth. Those are the facts." That's nice, but those aren't all the facts. "No one can be successful all the time, certainly not for 15 years straight. I have a tremendous amount of failures and mistakes, like anyone who's a doer. One of my biggest problems with journalists in Israel is that they don't offer any encouragement. Why do they focus only on the failures, and not on the successes? They say that someone who bought stock in 2000 lost 98 percent of his investment. Why don't they talk about someone who bought in '98? Because 75 percent of the investors bought stock when it was low in '96-'98 and benefited from the rise in 1999-2000. The percentage of start-ups in Israel that are a success is just 2 percent. In other words, 98 percent are failures." Why do you make them so mad? "Because I'm an optimist. In this country, they don't let you dream. They want you to be pragmatic. I'm developing a mobile device - what do they see in all this? That I'm going to burn another $100 million of investors' money. Dov Moran, who invented the disc-on-key - for 10 years the press pounded him about the losses. After he succeeded with his Modu cellular phone, they suddenly started supporting him. I haven't yet succeeded in the R&D, and so, to them, I'm just fantasizing. The financial press and the Israeli press in general is very tough, it's like a pistol in the hands of children. The daily journalists want the next big thing, and they dream about the big scoop and about Watergate. They're not aware that they're wrecking lives." So why don't you put all your energies into the major success and go all out with the kabbala and with your vision? "Are you out of your mind? Do you know what Emblaze means to me? It's not a job. I sleep here, I live this company. It's like a child for me. It's my life. When times are tough, a lot of people abandon ship. My partner and I stayed here because we have responsibility. We dealt with it." Reifman gets angry. "Without the kabbala, I wouldn't have been able to deal with all this. For me, failure and success are a part of life." What changes have you undergone as a businessman in the wake of your interest in kabbala? "Where once I wouldn't have fired someone because I was very emotional and felt too uncomfortable, today I understand the professional implications of it. This whole business of 'it's not comfortable' is about controlling the impulse at a time when thinking vanishes completely. Today I am able to put the thought inside, as part of the process, and as uncomfortable as it may be, there is the understanding that the dismissal will be better for the person and for the company." What do people in your family think of the changes in your life? "My mother loves the lectures and the entertainment, but she doesn't connect to it. My father is very sweet. He comes to the lectures to watch out for me. He's afraid I'll become very religious. It's not going to happen. My brother implements the things that suit him. He's eight years younger than me. He's married and has a child." Reifman is not prepared to elaborate on his personal life, except to mention his newborn son, Jeddah (after the knight from the forces of good in the Star Wars saga). "I'm soon planning to give a course about kabbala and parenting, because I gave one lesson on the subject and people begged for more. Now I'll have experience, too." Jeddah? How is the boy going to cope with that? "The basic essence of fatherhood is to be tough with the child. Parents today tend to be excessively protective of their children, and not to give them challenges to face. When you give a child a tricky name, that may invite teasing, you're creating an opportunity for him to deal with the teasing." Reifman usually rides to work on a big motorcycle, though sometimes he drives his Toyota Hybrid. "They say that if you get hurt on a motorcycle, it's always serious, even at 15 kilometers per hour, but what really kills isn't the speed - and notice the kabbalistic connection here - but the lack of awareness. In a car you have a false sense of protection. You let yourself send text messages, rummage around in your purse, fiddle with the music you're listening to. If you're in a state of full awareness, which is the highest level of all the spiritual doctrines, there's no way that you'll fail to see the other. At a high spiritual level, the isolation disappears, we are one, and I feel that." You mean that enlightenment hits when you're riding your motorcycle? "Yes. When you're on the motorcycle, and someone suddenly opens a car door, what do you do? When you're on the material plane, you and the door are separate things. When you're in the spiritual plane, you and the door are one. And it won't open, or it will open after you pass, or you'll sense that the door is about to open and instinctively you'll move away. I'm not offering anyone a license to ride a heavy motorcycle, but when you are riding on a motorcycle, it dramatically raises your levels of awareness." Two years ago, you modeled for the magazine At a suit worth thousands of dollars that was custom-made for you with magnets instead of buttons and special pockets for an iPod and credit cards, a passport and plane tickets. Do you still maintain that high level of awareness when it comes to choosing suits? "Certainly. I still buy custom-made suits, and they also cost less." But I thought you'd put the whole material thing behind you, that you'd reached the saturation point with it. "There's no problem with materialism and labels. The question is whether that's what defines you. Spiritualism isn't tied to the material. I'm very interested now in a big house, but not because of the honor, but so that I can host 200 people for a meal. However, I'm not interested in driving a Jeep now because I'm very aware of the ecological factors and the air pollution that comes out of a Jeep." Best bars in the world A quarter to 12 midnight. Abraxas bar, Lilienblum Street in South Tel Aviv. A dim, smoky joint. For three years now, Reifman has been deejaying here once a week. This trend - of high-tech execs doubling as DJs - isn't one he invented either. He was preceded by Gil Schwed (CheckPoint) at Rafael restaurant and Yanki Margalit (Aladdin) at Nanutchka. Reifman, who just this morning was passionately holding forth on the essence of the kabbalistic "secret" and about the creation of reality, is now leaning over the DJ stand, with his earphones, vodka and a cigarette (continually replaced by another cigarette). Only the white bracelet on his wrist signals that he is from another world. Reifman will keep this up until six in the morning. At 1:30, he promises that soon the real party will begin. Everyone is dancing, happy. "Here there's no trance," says Reifman. "The style is that there's no one style: soul, funk, jazz, blues, rock and roll, good '80s music. I'm crazy about music. As a kid, I played the piano, like every good Russian child who is taught two important things: piano and chess." Reifman waxes enthusiastic: "Look, it's a huge thing that's happening here. This is the real high. I'm living the present at its best here. Seven hours that you can't buy with money, of interaction with the audience. The bars in Israel have no equal anywhere in the world. Not in London, or Paris or New York, I guarantee you. Not in quantity or quality or variety or atmosphere. We just need to know how to stop flogging ourselves and to leverage our abilities. We're an amazing people. And there's a hard core of 40 percent that comes here regularly. We have conversations." People say that you manage to charm the investors each time anew, despite the company's disappointing performance. Maybe you're also casting your marketing spell over your audience, too? "I agree with and accept what you say. Wait a minute, I have a phone call from the boss [Reifman's personal assistant]. There's one difference, though: At the lectures, I'm not selling anything. When I'm standing in front of investors I'm trying to sell an idea or a product and to obtain their trust and investment. At lectures, all I obtain is the potential satisfaction that there's a chance that a critical mass of people will take it to the next stage. I have to say that, at first, it was a lot of fun for me to do the lectures." An ego trip? "Not exactly, and I'll explain why. I arrived at this point after I'd already stood before a thousand people in other places, so my ego was already plenty big. There are lots of times when I feel like giving up these appearances. I come in exhausted from the airport, and people are coming from all over the country and I know how important it is, so I continue." Are you a fantasist? "Do I dream? Definitely. There's a role for each person in this universe. There are practical people, with their feet on the ground, who weigh risks. Not me. How deluded would it sound to you today if I were to grow a long beard and come and say to you: 'Listen, we're going to establish a state.' I'm certain that in his time, Herzl had plenty of skeptical friends who told him: 'Bro, what's up with you?' But what person who ever made a difference had his feet firmly planted on the ground? Very few." W Bookmark to del.icio.us   By the numbers A study shows Jewish Israeli men live almost four years longer than Israeli Arabs. Local threat The Shin Bet arrests two Bedouin, accused of supplying information to al-Qaida.

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