David Sable
Change The World

No Outreach. No Excuses. The Wolf Is Here.

We cried wolf for too long.
And now the real wolf is here — fangs bared, claws visible — and too many still don’t believe it.

For years, we labeled every critic of Israel, every dissenting voice, every inconvenient ally, as an enemy.
We made criticism of Israel and “antisemitic” interchangeable.
We cried wolf so often that when one finally showed up, in sheeps clothing, our own children no longer flinched.

They tuned us out.
And who can blame them?

The Credibility We Spent

I warned years ago about the danger of crying wolf — how calling everyone an enemy eventually means no one listens when a real one appears.

Back then, it was political: Reverend Warnock, President Obama, Ambassador Sam Lewis — all unfairly tarred simply for challenging policy.

Those moments cost us something priceless — credibility.

Our young people saw it.
They learned that “antisemitism” was being used as a political weapon, not a moral warning.
So when genuine hatred surfaced, they rolled their eyes.
When the real wolf came to the door, they ignored it — and bought the sheep’s clothing.

Now the Wolf Has a Face

That wolf has names today.

Mayor-elect Zohran Mamdani in New York, who openly rejects the Jewish right to self-determination and proudly calls himself anti-Zionist, isn’t critiquing policy — he’s denying existence.

Tucker Carlson and his ideological heirs on the far right, pushing versions of “replacement theory,” have normalized rhetoric that once lived only in the shadows.
The Heritage Foundation, long a bastion of conservative thought, now gives platforms to voices who recast Jewish identity and loyalty as political liabilities.

This isn’t politics.
This is antisemitism — plain and simple.

Why the Warnings Fall Flat

The tragedy is that many young Jews — the very generation that should be leading the fight — can’t hear the alarm anymore.
They’ve been numbed by decades of false alerts.

When we called everyone who disagreed with Israeli policy an antisemite, we turned moral truth into background noise.
When we dismissed all criticism as hate, we turned real hate into just another opinion.

Now, when Mamdani speaks about dismantling Zionism, some young Jews nod along — not because they agree, but because they don’t trust the messengers warning them not to.
They’ve heard it all before.
“Cry wolf,” they think. “Again?”

Engagement, Not Outreach

So what do we do?
We engage — but not from fear.

No special outreach.
No apologetic panels.
No desperate attempts to be understood.

We engage Mamdani, Carlson, and anyone else as equals — the way every other community engages its representatives.
With respect.
With clarity.
Without apology.

Because special outreach signals weakness: please don’t hate us.
Engagement says: we belong here as much as anyone else.

That’s the difference between defensive politics and confident citizenship.

And we make no excuses — no matter the party, no matter the politics.
We call out the haters.
Those who want to destroy us.
Those who revive centuries-old tropes to disenfranchise us.
And we make them pay — in fundraising, at the polls, and everywhere else that counts.

Avner’s Commandment, Relearned

My late father-in-law, Ambassador Yehuda Avner, had his own Ten Commandments.
The one that guided him most was simple:
“When an enemy of our people says he seeks to destroy us, believe him.”

Not everyone who criticizes Israel is an enemy.
But those who deny its right to exist — those who turn Jewish self-determination into a crime — are.

If we’re too numb, too jaded, or too divided to say that with conviction, we risk repeating history’s cruelest lesson: disbelief is dangerous.

No More Crying. Time to Stand.

Yes, we cried wolf. Too often. Too casually.
But now the wolf is here — real, loud, and smarmily proud.

This time, we cannot afford silence.
This time, the cry must be real.

No hysteria.
No performative outrage.
No defensive outreach.

Just engagement — steady, principled, unflinching.

Because when the real wolf comes, you don’t hide.
You stand in the doorway and face it.
And — as Teddy Roosevelt reminded us — carry a hell of a big stick.

About the Author
David is one of the most sought-after advisors; consultant; speakers and mentor in the global marketing community. David is also a prolific writer and published children’s author…”What Would You Wish For”; a designated LinkedIn Influencer, where he ranks among the most widely read business leaders in the world and a Social Activist working for an end to gun violence; hunger and in-equality. Currently Vice-Chairman, Stagwell Global....David was formerly Global CEO and Chairman of Y&R, where he propelled Y&R to a top five global creative firm at Cannes, developed new resources and practice… Healthcare; BtoB and an in-house innovation accelerator called The Spark Plug….. expanded the global footprint of VML, and ultimately helped unify Y&R and VML into one marketing powerhouse: VMLY&R. All while evangelizing the spirit and competitive advantage of innovation and collaboration. David’s involvement in the advertising industry has spanned more than 40 years, clients ranging from Fortune Ten to day old start-ups, beginning at Y&R as a trainee in 1976. After his initial stint at Y&R, David worked at Wells Rich Greene before relocating to Israel, where he co-founded an agency, Mimsar, that focused on the then-nascent hi-tech industry, which was the foundation of “The Startup Nation.” Upon returning to the U.S., David joined the Y&R network once again, mentored by the late Harold Burson at Burson-Marsteller, and Cohn & Wolfe, where he led major accounts in Business to Business, Financial as well as Consumer. In 1990, he returned to Y&R to lead the global portion of the agency’s international Colgate-Palmolive account driving the first ever coordinated global launch of a toothpaste. There, he helped pioneer Y&R’s cross-agency team approach on the USPS account, transforming it into an award-winning industry benchmark. In 1996, David became a founding partner of one of the first digitally-focused omni-channel startups, Genesis Direct. In 2000, he took that experience to Wunderman…mentored by the late Lester Wunderman, ultimately serving as its Vice Chairman, helping them transition into WPP as a digital/data powerhouse, before returning to Y&R as Global CEO. Amongst the accounts he led and drove were Microsoft; Dell ; IBM; Altice; Citi-Bank; AT&T: Kraft and Pfizer to name just a few. David is active in the industry as former Chairman of the Advertising Council’s Board of Directors and, for many years before, a Director-at-Large of the 4As. He has served as Jury President at Cannes three times and was a member of the Titanium jury. He now serves as a keynote speaker at major global events, motivational speaker and advises industry leaders worldwide. In 2013, Fast Company named David one of the 10 Most Generous Marketing Geniuses. He currently serves on the Board of Directors of both UNICEF/USA and the International Special Olympics, as well as the Executive Board of UNCF. David is also a Board Member of American Eagle Outfitters’ one of the most successful retail clothing brands on line and off and was Executive Producer on MTV’s highly acclaimed REBEL MUSIC series. David and his wife, Debbie, have two daughters, two sons-in-law, five treasured grandchildren — Henry, Teddy, Gemma, Goldy and Sadie.
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