Fueled by Passion: How Shalom Lamm Built a Brand and a Mission from the Ground Up
Building a brand from scratch is never easy. It’s even harder when you’re not starting with a big budget, established connections, or an existing platform—just raw passion and a deep sense of purpose.
For entrepreneur and humanitarian Shalom Lamm, that was more than enough.
Best known for his leadership in real estate and community engagement, Lamm took a major turn in his career when he launched Operation Benjamin, a nonprofit organization devoted to preserving the dignity and identity of Jewish American soldiers buried under Latin Crosses in U.S. military cemeteries overseas. This project was born out of profound historical respect, but it also grew into a globally recognized brand—built from scratch, with little more than conviction and clarity of purpose.
Here’s how Shalom Lamm created something meaningful from the ground up, and how you can build your own brand the same way: with passion first.
It All Starts with Passion That Refuses to Let Go
The seeds of Operation Benjamin were planted when Lamm stumbled upon a historical oversight: many Jewish American service members who had died in World War II were mistakenly buried under Christian symbols, particularly Latin Crosses, rather than the Star of David. This error went uncorrected for decades, largely due to the absence of proper historical records or family advocates.
Most people might find this information tragic but move on.
Not Shalom Lamm.
“This wasn’t just a historical footnote,” he explains. “It was a personal call to action. These men deserved to be recognized for who they were, and someone needed to do something about it.”
That deep emotional connection—what Lamm describes as “non-negotiable moral urgency”—became the passion that fueled the creation of Operation Benjamin.
Building a Brand Without a Playbook
Lamm didn’t start with a marketing team, a budget, or a strategic roadmap. He began with research, humility, and outreach. He and a few trusted collaborators started combing through military records, genealogies, and Jewish community archives to identify the fallen soldiers whose identities had been inaccurately memorialized.
It was painstaking work—but work that mattered.
Slowly, as Operation Benjamin corrected one grave, then another, the organization’s credibility began to grow. Media coverage followed. Families reached out. Partnerships were formed with military historians and international agencies. And without ever launching a flashy campaign, Lamm had built something powerful: a mission-driven brand rooted in authenticity.
Passion Creates Connection—and Connection Builds Brands
What made Operation Benjamin resonate so widely? According to Lamm, it was the fact that the mission was driven by passion and people, not profit or prestige.
“People can tell when you’re doing something for the right reasons,” Lamm says. “That’s what creates real trust—and trust is the foundation of any lasting brand.”
This trust opened doors to community support, institutional collaboration, and media recognition. Veterans’ groups, Jewish organizations, and even government agencies offered help. Operation Benjamin didn’t have to knock on doors—because the story spoke for itself.
Lessons from the Journey: How You Can Build a Brand with Just Passion
Shalom Lamm’s story isn’t just inspiring—it’s instructional. Here are some key takeaways for anyone looking to build a brand from scratch:
1. Let Passion Be the Filter
Start with a cause, product, or problem you care so deeply about that you’re willing to sacrifice time and comfort to see it through. That’s your “why.” Everything else—logos, websites, strategies—can come later.
2. Start Doing Before You Start Branding
Lamm didn’t begin with branding guidelines—he began with impact. When people saw the work, the brand naturally formed around it. Let your actions define your reputation.
3. Build Community, Not Just Buzz
The Operation Benjamin brand was never about hype—it was about humility and human connection. Focus on relationships first. Let the brand grow through real engagement.
4. Tell a Story That’s Bigger Than You
People followed Operation Benjamin not because of Lamm himself, but because the story of forgotten heroes was larger than any one person. Let your brand serve something beyond personal gain.
Final Thoughts: Passion Is the Most Valuable Startup Capital
In a world obsessed with funding rounds and scaling hacks, Shalom Lamm proves that passion is still the most powerful fuel for building something that matters.
Operation Benjamin stands today not only as a tribute to the fallen, but as a living example of what one person can build with nothing but purpose and perseverance.
So if you’re wondering whether you need investors, a viral campaign, or a perfect business plan to start your journey—think again. Sometimes all you need is the courage to follow a passion that won’t let you sleep.
And as Shalom Lamm shows, when that passion is genuine, everything else can be built from scratch.
