רַבִּי שִׁמְעוֹן אוֹמֵר, שְׁלשָׁה כְתָרִים הֵם, כֶּתֶר תּוֹרָה וְכֶתֶר כְּהֻנָּה וְכֶתֶר מַלְכוּת, וְכֶתֶר שֵׁם טוֹב עוֹלֶה עַל גַּבֵּיהֶן:
Rabbi Shimon said: There are three crowns: the crown of torah, the crown of priesthood, and the crown of royalty, but the crown of a good name supersedes them all.
(א) ט֥וֹב שֵׁ֖ם מִשֶּׁ֣מֶן ט֑וֹב וְי֣וֹם הַמָּ֔וֶת מִיּ֖וֹם הִוָּלְדֽוֹ׃
(1) A good name is better than fragrant oil, and the day of death than the day of birth.
Your reputation lives a very real existence apart from you, representing the collective mental construct everyone but you shares about you, a construct based partially on your own actions but also on the perceptions others have about others' perceptions of your actions.
...Our reputation represents the way others look at us and as such, is at once critically important and utterly trivial.
לֹא שֶׁיֵּעָקֵר ״יַעֲקֹב״ מִמְּקוֹמוֹ, אֶלָּא ״יִשְׂרָאֵל״ עִיקָּר וְ״יַעֲקֹב״ טָפֵל לוֹ. וְכֵן הוּא אוֹמֵר ״אַל תִּזְכְּרוּ רִאשֹׁנוֹת וְקַדְמֹנִיּוֹת אַל תִּתְבֹּנָנוּ״: אַל תִּזְכְּרוּ רִאשֹׁנוֹת״ — זֶה שִׁעְבּוּד מַלְכֻיוֹת, ״וְקַדְמֹנִיּוֹת אַל תִּתְבֹּנָנוּ״ — זוֹ יְצִיאַת מִצְרַיִם.
“Your name shall no longer be said to be Yaakov, but rather, Yisrael” – Back when Jacob took the blessings from Esav, Esav said (Bereshit 27:36): “הֲכִי קָרָא שְׁמוֹ יַעֲקֹב וַיַּעְקְבֵנִי זֶה פַעֲמַיִםי – this is why he’s called by the name Yaakov, for he has supplanted me (וַיַּעְקְבֵנִי) twice,” first by taking the birthright and now by taking the blessings. Esav interprets the name יַעֲקֹב to mean a supplanter, someone who grabs him by the heels to take his place. This is in fact the origin of the name: he was named Yaakov because he was born holding onto the heel of his twin brother Esav (Bereshit 25:26). Esav identifies this as the way Jacob continues to relate to him – he takes him by the heels. But as we’ll see, the name Yisrael seems to imply the exact opposite approach.
“For you have struggled with God and with people and you have withstood it” –Rabbi Fohrman points out the repeated use of the word “face” in this story. He goes on to claim that Yaakov’s transition to Yisrael is the ability to encounter people face-to-face. The struggling that the angel refers to, and names him after, is a kind of face-to-face struggle. Yisrael is someone who encounters his relationships head on, no matter how difficult.
It seems that the shift from Yaakov to Yisrael is much more than a name change – it’s a transformation of his identity. There was a time when the only way Jacob knew how to get ahead was by taking Esav’s place. Even as Jacob went to receive God’s blessing from Isaac, he approached it by operating on the human plane. It seems bizarre that this is how Jacob attempts to take the blessing. It’s one thing to hide from his blind, old father – but does he really think God will follow along? That if Jacob wears the right clothes and says the right things, God will bestow this blessing on him? I think the answer is that Jacob was so stuck in the minefield of his relationship with his brother, that he had to hide his identity. He hid from his father, and he couldn’t turn to God directly either.
Fast forward 20 years. Jacob has been through a lot, and he’s done it on his own. He’s grown since he left his parents’ house. He’s learned the hard way to stand on his own two feet. And as he’s coming to meet Esav, he has a chance to redeem his earlier ways. He doesn’t need Esav’s blessing to receive his own. He can now face life directly, and will receive God’s blessing for him, not via a subterfuge, but straight from the source. We can see this in his response Esav asks him “Who are all these people with you?” Jacob answers (Bereshit 33:5): “הַיְלָדִים אֲשֶׁר־חָנַן אֱלֹקים אֶת־עַבְדֶּךָ - they’re the children whom God has graciously granted to your servant.”
When Jacob is returning those blessings to Esav, it’s not just because he knows that this is what Esav is after. It’s because he understands that he doesn’t need them anymore. He’s reached a point at which he can receive his own blessing, and his own identity from God. He doesn’t need to take from other people.
[Big turning point: Genesis 33:10 10"No, please!" said Jacob. "If I have found favor in your eyes, accept this gift from me. For to see your face is like seeing the face of God, now that you have received me favorably.]
I think that this understanding of the name Yisrael touches on one of the most difficult aspects of living with integrity. We tend to show one face to God, and another face to people. In the intimate privacy between me and my Creator, I can acknowledge my weaknesses and shortcomings. I can be honest about areas in my life where I’m not showing up enough or evading responsibility. But when I face other people, it’s a lot harder to show any of that. So instead I’ll hide the truth behind a facade of strength, of being on top of things and having it together. At other times, I may feel deep beliefs about certain things, but in situations when those beliefs are challenged and I’m not confident about how they’ll be received, it’s a struggle for me to express them to others.
Q. Could this also answer why the Torah text toggles between Jacob and Yisrael going forward? Transitions are rarely instantaneous or complete.
[Yoseph Yaffe makes another observation: “Upon closer examination you will find that when the Torah employs the name Yaakov to describe our patriarch it refers to his terrestrial concerns, concerns which are indispensable for any human being, whereas when it switches by calling him Yisrael it refers to his spiritual concerns, matters which are largely abstract...”]

