Book of the Book

The classical Sufi masters often behaved in dramatic and unexpected ways in marketplaces, palaces, village streets, wherever people assembled. The purpose of these demonstrations was to create an event that people could think about and learn a lesson from. In 1969, Idries Shah, author of over thirty books on Sufi teaching and learning, used modern methods of mass communication to create a teaching-event for the modern world. "The Book of the Book", first published in that year and now in its seventh printing, transmits a 700-year-old narrative on the theme of "do not mistake the container for the content". But it projects this lesson in a highly unconventional way. Reactions to "The Book of the Book" ran the gamut. Some people were infuriated. One "expert" at the British Museum said it was "not a book at all". Others either thought the cover price was too high for a "book that was not a book", or simply bought it for novelty value and kept it on hand to mystify their friends. In time, the pendulum began to swing in the other direction. Readers and reviewers now understand that unlike any other literary product ever published, "The Book of the Book" offers the opportunity to participate in a major Sufi teaching-event ... for the price of a book. Expect the impact of "The Book of the Book" to continue to ripple through the literary marketplace for decades to come.