The Alter Rebbe emphasizes awe of God and subordination of the self as the foundation of mitzvah observance. It can be marshaled against religious models centered primarily on self-definition, personal authenticity, or cultural accommodation.
בְּרַם, צָרִיךְ לִהְיוֹת לְזִכָּרוֹן תָּמִיד רֵאשִׁית הָעֲבוֹדָה וְעִיקָּרָהּ וְשָׁרְשָׁהּ. וְהוּא, כִּי אַף שֶׁהַיִּרְאָה הִיא שֹׁרֶשׁ לְ״סוּר מֵרָע״ וְהָאַהֲבָה לְ״וַעֲשֵׂה טוֹב״, אַף־עַל־פִּי־כֵן, לֹא דַי לְעוֹרֵר הָאַהֲבָה לְבַדָּהּ לְ״וַעֲשֵׂה טוֹב״, וּלְפָחוֹת צָרִיךְ לְעוֹרֵר תְּחִלָּה הַיִּרְאָה הַטִּבְעִית הַמְסוּתֶּרֶת בְּלֵב כָּל יִשְׂרָאֵל, שֶׁלֹּא לִמְרוֹד בְּמֶלֶךְ מַלְכֵי הַמְּלָכִים הַקָּדוֹשׁ־בָּרוּךְ־הוּא, כַּנִּזְכָּר לְעֵיל, שֶׁתְּהֵא בְּהִתְגַּלּוּת לִבּוֹ אוֹ מוֹחוֹ עַל כָּל פָּנִים. וַאֲזַי, אַף אִם בְּכָל זֹאת לֹא תִפּוֹל עָלָיו אֵימָה וָפַחַד בְּהִתְגַּלּוּת לִבּוֹ, מִכָּל מָקוֹם, מֵאַחַר שֶׁמְּקַבֵּל עָלָיו מַלְכוּת שָׁמַיִם, וּמַמְשִׁיךְ עָלָיו יִרְאָתוֹ יִתְבָּרֵךְ בְּהִתְגַלּוּת מַחֲשַׁבְתּוֹ וּרְצוֹנוֹ שֶׁבְּמוֹחוֹ, וְקַבָּלָה זוֹ הִיא אֲמִיתִּית בְּלִי שׁוּם סָפֵק, שֶׁהֲרֵי הִיא טֶבַע נַפְשׁוֹת כָּל יִשְׂרָאֵל שֶׁלֹּא לִמְרוֹד בַּמֶּלֶךְ הַקָּדוֹשׁ יִתְבָּרֵךְ – הֲרֵי הַתּוֹרָה שֶׁלּוֹמֵד אוֹ הַמִּצְוָה שֶׁעוֹשֶׂה מֵחֲמַת קַבָּלָה זוֹ וּמֵחֲמַת הַמְשָׁכַת הַיִּרְאָה שֶׁבְּמוֹחוֹ, נִקְרָאוֹת בְּשֵׁם ״עֲבוֹדָה שְׁלֵימָה״, כְּכָל עֲבוֹדַת הָעֶבֶד לַאֲדונוֹ וּמַלְכּוֹ. מַה שֶּׁאֵין כֵּן אִם לוֹמֵד וּמְקַיֵּים הַמִּצְוָה בְּאַהֲבָה לְבַדָּהּ, כְּדֵי לְדָבְקָה בוֹ עַל יְדֵי תּוֹרָתוֹ וּמִצְוֹתָיו – אֵינָהּ נִקְרֵאת בְּשֵׁם עֲבוֹדַת הָעֶבֶד, וְהַתּוֹרָה אָמְרָה: ״וַעֲבַדְתֶּם אֵת ה׳ אֱלֹהֵיכֶם וְגוֹ׳״, ״וְאוֹתוֹ תַעֲבוֹדוּ וְגוֹ׳״; וּכְמוֹ שֶׁכָּתוּב בַּזֹּהַר [פָּרָשַׁת בְּהַר]: ״כְּהַאי תּוֹרָא דְּיָהֲבִין עֲלֵיהּ עוֹל בְּקַדְמֵיתָא בְּגִין לְאַפָּקָא מִינֵּיהּ טַב לְעָלְמָא כוּ׳, הָכֵי נַמֵי אִצְטְרִיךְ לְבַר נַשׁ לְקַבָּלָא עֲלֵיהּ עוֹל מַלְכוּת שָׁמַיִם בְּקַדְמֵיתָא כוּ׳, וְאִי הַאי לָא אִשְׁתְּכַח גַּבֵּיהּ – לָא שַׁרְיָא בֵּיהּ קְדוּשָּׁה כוּ׳״; [וּבְרַעְיָא מְהֵימְנָא שָׁם דַּף קי״א עַמּוּד ב׳] שֶׁכָּל אָדָם צָרִיךְ לִהְיוֹת בִּשְׁתֵּי בְּחִינוֹת וּמַדְרֵגוֹת, וְהֵן: בְּחִינַת ״עֶבֶד״ וּבְחִינַת ״בֵּן״.
One must, however, constantly bear in mind the beginning of the service and its core and root. By this is meant that, although fear is the root of “turn away from evil” and love—of “do good,” nevertheless it is not sufficient to awaken the love alone to do good, but one must at least first arouse the innate fear which lies hidden in the heart of every Jew not to rebel against the Supreme King of kings, the Holy One, blessed is He, as has been stated above, so that this [fear] shall manifest itself in his heart or, at least, his mind. In such a case, even though after all this [contemplation] no fear or dread descends upon him in a manifest manner in his heart, nevertheless since he accepts upon himself the Kingdom of Heaven and draws fear of Him, blessed be He, over himself in his conscious thought and rational volition, and this submission is beyond doubt a sincere one—for it is the nature of all Jewish souls not to rebel against the Holy King, blessed be He—then the Torah he studies or the commandment he performs because of this submission and because of this inspired fear in his mind are termed “perfect service,” like all service [performed] by a slave to his master or to his king. On the other hand, if one studies and performs the commandment with love alone, in order to cleave to Him through His Torah or commandments, it is not termed “service of a servant,” which is what the Torah demands, viz., “And you shall serve the L–rd your G–d…,” and “Him shall you serve…,” as explained in the Zohar [Parashat Behar], “Just like the ox on which one first places a yoke in order to make it useful to the world…so, too, must a human being first of all submit to the yoke of the Kingdom of Heaven…and if this submission is not found in him, holiness cannot rest on him….” [See also Raaya Mehemna, ibid., 111b] that every man must be of two categories and levels, namely, the category of a servant and that of a son.