The following is an excerpt from our just-published iSpy with Rick Ross. Click here to read the whole thing.

Kangol Rabbi: Yehuda Berg, son of the founder of the Kabbalah Center The Kabbalah Center could teach a course in brilliant marketing strategies. What do they do right, and can legitimate businesses or religions learn a thing or two from them?

First of all, what the Kabbalah Center does to a large extent is tell people what they want to hear, which can be very appealing. This includes various magical means to supposedly stop or slow aging, ward off evil and generally gain greater control over the world around you. This is not something the organized Jewish community can ethically offer.

Having said that, there are some things the Kabbalah Center does that may make sense, such as targeting demographic groups with specifically relevant programs, making holiday events such as Rosh Hashanah and Yom Kippur generally accessible through a per event ticket price. The Kabbalah Center also tailors its courses, classes and seminars to fit themes within popular culture and to answer common questions concerning people’s daily lives.

The various branches of the Kabbalah Center also offer a sense of community through constant ongoing activities. This appeals to many people, in a world that increasingly includes fractured families and a growing sense of individual isolation. A tight-knit small group structure affords more intimate personal connections and is the key to success for many so-called “cults.”