On my last day in Israel, I bought a prayer book (siddur) with one intention- to leave it at the Western Wall for others to use when they pray. I wrote a short note inside, prayed from it once, and placed it on the shelf.
I left Israel. Life got busy.
I forgot about my siddur.
Holding the prayer book (siddur) I left at the Western Wall
This week, I’m at a grocery store in Baltimore when a friend calls.
“You’ve been featured in a magazine. You inspired someone in Israel.”
I had no idea what he was talking about.
He showed me the magazine.
A woman found my siddur at the Western Wall and was inspired by what I wrote inside.
She didn’t know me.
She wrote:
“If anyone reading this knows Malka Frankel from Baltimore, Maryland, please tell her how much her act moved me.”
And then she did something else.
She bought a siddur, wrote her own note, and left it at the Western Wall for others to use.
I call this- the Repeat Test.
Not what people notice. What they actually do.
Most things get seen. Very few get repeated.
Most brands optimize for attention.
Inside companies, the better question becomes-
what are we creating that people will repeat?
Because that’s how ideas spread.
Not when they’re impressive.
When they get repeated.
What are you doing that someone else would repeat?
