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The Value of being Valued
BY MOSHE KATZ
CEO
ISRAELI KRAV INTERNATIONAL
September 8, 2026, Valley Village, California, USA
I arrived in Los Angeles nearly ten days ago, tomorrow I fly home. While here there is a little synagogue, one of the smallest communities in the area. This area has a very large Orthodox Jewish population and there are congregations of many types. But there is one very small one, Israelis of Yemeni origin, who live here in "The Valley", and I have been joining this community each year when I go to visit my brother.
I am a Cohen, which means a descendent of Aharon the High Priest, brother of Moshe/Moses of the Bible. In Judaism this is a very special lineage with very special laws, both restrictions and privileges. One of the privileges is being called first to read from the Torah/Bible and being to bless the congregation daily with the Aaronic Blessing, May God bless you and Keep you, etc. Each morning after the service a little lesson on Jewish law is delivered by the leader of the congregation. Today it was devoted to the special laws of the Cohen Blessings, the Aaronic Blessing. The lesson was dedicated to me.
In the days since I have been here, I have been in the synagogue three times daily for prayer, not missing a single service, and the leader (Gabai) honored me and thanked me for this.
I did not expect this and I did not merit any special attention. What I did was what is expected of a Jew, nothing more. But I wanted to write about the effect of such recognition, in terms of Krav Maga and in terms of doing good business.
I felt seen, I felt Valued!
Value!
When business people speak of making a sale, they never refer to it in terms of cost, but in terms of value. You must present your product as representing true and real value. This is not a cheap sales pitch. People will pay a premium price if they sense Value.
Is it too expensive? Well, that depends. $10,000, for a car, perhaps, for a house it is a bargain, why? The money is the same, but the perceived value is much greater. People will pay for Value.
Are Krav Maga lessons too expensive at $120 per month? That depends, if you Value the training it is not a lot of money but if you don't, then it is not worth it.
Are my seminar fees too high? Only if you do not see the value in them. Too high? Compared to what? Compared to not training and remaining a mediocre, average Krav Maga school, or being killed or raped because you would not invest more in yourself, in your training? That is your judgment call. And how do you make the guest feel? Valued or not valued?
I recall a seminar many years ago where upon dropping me off after the seminar the host explained to me that I was basically taking food out of the mouths of his children. I never came back. On the other hand, there are places where I am told, "It was worth every penny to have you here, we learned so much." I walk away feeling Valued, and I want to come back and do even better.
Today I learned a lesson. I am not easily manipulated by flattery, but this was a genuine, sincere expression of how they valued me. I can assure you that I will make every effort to return, and that I will be awake again tomorrow morning at 4:30 am. When a person feels appreciated he will do wonders! When a person does not feel Appreciation, he will fail. He will lose his confidence, and then his motivation and then his ability to do his best. Dale Carnegie called this "Give a dog a good name". By this he meant that when you treat someone good, they become good. His book became a classic, "How to Win Friends and Influence People"; it is still the best book of its kind.
I learned a lesson today and decided to share with all of you. Value. When you feel valued, you push yourself harder. When you value others, they respond in kind. And it does not cost a penny, just a minute of our time. (that I learned from my cousin Joe Klein of blessed memory).
Moshe Katz, 8th dan Black Belt, Israeli Krav Maga. Certified by Wingate Institute. Member Black Belt hall of fame, USA and Europe.
Understand the Israeli Fighting Mentality - Israel a Nation of Warriors by Moshe Katz
What is the cultural background of Krav Maga? What makes it unique? What makes the Israeli military so effective? Why are Israeli security systems used all over the world?
What are the Biblical origins of Krav Maga and who was the first Krav Maga instructor?
What weapons and military strategies did our Biblical ancestors use?
How has Krav Maga developed in Israel and what are its goals?
All that and more in this unique book.
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