Packaging: how to bring it to people. The early version of Chassidus חסידות הכללית involved: 1) connection to the Tzadik, 2) Miracles, 3) warmth. The Alter Rebbe was instructed (through the Maggid) by the Ba’al Shem Tov to create a פנימיות חסעדות where the Rebbe teaches but the Chossid inspires himself. The Alter Rebbe accomplished this by creating חב”ד.
