The Baal Shem Tov the founder of the General Chassidus gives us the general positive attitude, while the Alter Rebbe the founder of Chabad Chassidus goes in the details.

The Shofar in Elul is different than the Shofar on Rosh Hashana. The Shofar on Rosh Hashana is a biblical commandment, but in Elul it is merely a custom to help us prepare for the new year. But there is a power in a Jewish custom that surpasses even God’s commandments!

The King - Hashem is in the field and we need to go out to greet and accept Him. This is a combination of love and awe.

On Rosh Hashana all Jews are equal in front of Hashem. Because He looks into and reveals the core and essence of every Jew soul.