Beresheet: The Nation of Israel reaches for the stars

“In the beginning, when God created the heaven and the earth… “ Every good story starts, in the beginning. The Torah starts, in the beginning: “Beresheet bara Elohim et hashamayim ve’et ha’aretz.” It tells us of the earth and the stars. The first book of the Torah is called Beresheet (Genesis) and so is the … More Beresheet: The Nation of Israel reaches for the stars

Israeli elections 101: 7 lessons on marketing, slogans and the “not Bibi” candidate

As a marketer advertising fascinates me. Political campaigns are no different, they are just advertisements on a larger scale, designed to drive life-changing decisions. In tiny Israel, politicians make decisions that swiftly impact our day to day lives. War and peace, life and death are literally in their hands – particularly those of the Prime … More Israeli elections 101: 7 lessons on marketing, slogans and the “not Bibi” candidate

A new IDF Chief of Staff – with love, awe and determination

What will the morning bring? A day like any other – kids going to school, grown-ups going to work, home, food, showers, sleep – or, perhaps there will be a war? In larger countries, in calmer places in the world, it is unnecessary to consider these possibilities. Things don’t change that fast. The threats aren’t … More A new IDF Chief of Staff – with love, awe and determination