The post Been a while… appeared first on Tech N Marketing.

So, a few months ago, I was doing my thing, minding my own business, and carelessly scrolling through my FB feed. Then something out of the ordinary happened. I saw an ad.

The ad wasn’t the extraordinary thing, FB has a lot of em. The fact that I saw it, that was the strange part. I never pay attention to ads. It was an ad for Undandy, a custom shoe company out of Lisbon, Portugal. These shoes looked hot!

The rest of the story varies depending who you ask, but the way I remember it is that I looked up the company on Twitter, saw how they were engaging and responding to customers so I sent them a tweet complimenting them on their shoes. A few days later and by own pair of Undandy shoes showed up at my doorstep.

Long story short, I was impressed both with the company’s social media presence, but also with the product, the shoes, which felt great!

I got in touch with the CEO to thank him and ask how I can help in any way, to which he replied “If you know people who appreciate great craftsmanship the way you do, and who have an audience like you do, feel free to intro.”

And so I did. I introduced Undandy to 20 very influential friends who, upon receiving their first pair of Undandys began to spread the love their respective audiences. What happened next is that Undandy exploded on Twitter.

A few shoes and millions of impressions later, Rafic, the CEO and I became good friends and he extended an invitation to come visit their HQ in Lisbon. I of course, obliged.

Last week, I spent two days in Lisbon, met the team, and judged a customer support competition. Here is how it went down. The employee who went to the farthest lengths for a customer this month had his or her salary doubled.

I, along with two friends who joined me on the trip, Arsen Ostrovsky and Arnold Aranez, judged the competition and chose the winner.

As I told the company when announcing the winner, every judge of every competition has to say “It was so hard to choose, since you were all great.” The thing is? In this case, it is true. Every one of the contenders had an amazing story of just how much this company cares about every customer.

Here are those stories.

Customer Care Advisor – Alexandra from Romania

Martin purchased his second pair of Undandys this year.

Due to a small defect on the leather upper of one of the shoes, which occurred during transportation of his shoes from the Undandy workshop to his door, Alexandra assisted him with a swift exchange for a new pair.

Unfortunately, the third time of crafting his Undandys was unlucky as his shoes arrived with another detectable mark on the leather.

As Martin is a shoe connoisseur, he quite rightly wasn’t happy with the finished pair but decided to keep the shoes as he loves the brand and didn’t want the cobblers to craft another pair as the mark was only surface. Although Martin was happy to keep the shoes, Alexandra wasn’t satisfied.

After building a relationship with him, she knew from looking at his social media pages that Martin was also a keen photographer. At Undandy there is a marketing activation where photographers from around the world are given a pair of Undandys to shoot in their hometown, Alexandra had the idea to give Martin an extra pair of Undandys for this project, which paid homage to his hobby and of course, love of shoes. His faith in Undandy was restored.

Turning a potentially bad situation into a delightful experience. That is what Alexandra did here.

Customer Care Advisor – Cristian from Colombia

When Carlos contacted Undandy to check on the status of his pair, Cristian as a native Spanish speaker, did a little digging about who she was talking to, noticed he was from Spain and replied in Spanish, discovering that Carlos’ shoes were for a very special occasion, his wedding day.

He wanted a special shade of leather for his ’92 by Wayne to match his suit and Cristian worked with him to find the perfect patina shade. For 45 days they exchanged emails and phone calls to make sure everything was as he envisaged for his special day.

Despite a few bumps in the road with the crafting of his shoes, Cristian was able to assist Carlos and develop a personal relationship with him, and Carlos walked down the aisle with his patina shoes.

The importance of ongoing communication and taking the extra step to know your customer. Key!

Customer Care Advisor – Mariana from Portugal

Ben received his Oxfords with slight markings from the sewing machine on the leather. As the calf leather is delicate, there’s room for one-off flaws to occur and Ben was absolutely right to be disappointed.

Ben was kind enough to give Undandy the chance to exchange his shoes for a new pair and it was Mariana’s responsibility to ensure his new shoes would be pristine.

To avoid any traces on the leather, Mariana with a bright idea, asked Antonio, Undandy’s workshop manager to add fabric in between the sewing machine and the leather to avoid any marks left from the stitching phase. As well as going the extra mile by working closely with the cobblers to find a solution, Mariana also pressed the urgency of getting Ben’s shoes re crafted in just five days and the final result was totally worth it.

Ben is now a happy client, rating his Undandy experience as 5* on Trust Pilot for both shoes and service, he’s now a customer for life. Through working carefully with Ben on this new pair and looking into his previous orders, Mariana discovered that two members of his family have also already bought Undandys.

Thinking out of the box and going above and beyond for customers!

Customer Care Advisor – Sheinal from Portugal

Undandy customer Ken bought 4 pairs of shoes in 4 months and he was very disappointed with his last order, since he received shoes in the wrong color. Sheinal sent Ken an email to schedule a call to personally apologize.

Though Ken travels around the world for business, Sheinal knew that it would be better to call directly and gave Ken all his personal contact details; Facebook, Whatsapp, Instagram, Linkedin etc… and said that he was available whatever time or day to speak, 24/7. Ken later sent an email at 11pm GMT to arrange a phone call and though Sheinal was at home with his wife, he promptly called him, apologizing profusely for the issue with his latest order.

Ken placed a new order for two pairs of shoes directly after speaking with Sheinal and now sends him regular pictures and videos of his Undandy shoes travelling around the world.

Turning a disappointed customer into an ambassador.

Customer Care Advisor – Vlad from Romania

First time Undandy customer Dimtri was disappointed with his first purchase and was expecting a darker shade of blue on his custom boots. Vlad spoke with Dimitri to find a solution and worked with the leather sourcers at the workshop to find a special, one off shade of dark blue leather, which would be perfect for Dimitri.

During the crafting of the new boots, Vlad kept in regular contact with Dimitri and learnt many things about him. After finding out that the boots were intended to be worn for Dimitri’s birthday, Vlad decided to send a special, surprise birthday gift of wine and chocolates (of course in Dimitri’s favourite shade of dark blue.)

After building up a friendship with Dimitri, Vlad found out that he is about to get married and has decided that all of his (ten) groomsmen should be wearing Undandys. After all, who better to walk you down the aisle than a friend!

There is nothing that is impossible when a customer asks.

Customer Care Advisor – Felicity from UK- Winner!

 Brad first got in contact with Undandy via Facebook over a year ago. At the time Undandy couldn’t craft Brad’s size which is a EU52. Despite not being able to craft a pair for him, Felicity and the other members of the social team regularly spoke with Brad, discussing all topics and built a real friendship that went beyond shoes.

Brad decided last summer to gift his nephew a pair of special custom Undandys for his graduation and then finally late last year, through product development, Undandy cobblers were now able to craft a size 52.

Once Felicity found out the news, the first thing she did was inform Brad who could now finally design a pair of Undandys for himself. Felicity and Brad learnt that they both love classic Hollywood films like the Wizard of Oz and My Fair Lady, designing shoes together based on their favourite characters as well as quoting their favourite moments from the films. Brad is now the proud owner of 4 pairs of Undandys and is still in weekly contact with the team on Facebook. Occasionally they talk about shoes!

This was the winner! Felicity spoke to Brad regularly for an entire year, even though she knew he could not buy shoes because of his size. A year! And as a result, Brad became a very happy customer and friend of Undandy!

Customer Care Advisor – Beatriz from Brazil

It was a busy day in the Undandy office and unfortunately whilst Beatriz was replying to a customer query, by accident she mistakenly called customer Tony, Tom. Horrified to see her mistake, Beatriz anxiously waited for the reply.

Tony started his next email with “Dear Petra, I can imagine your look of surprise reading the first line of this email as your name is actually Beatriz. Imagine my own surprise reading the name Tom when you replied. To avoid making your replies seem copy and paste, in future it might be worth checking the name before you press send.”

Beatrix was mortified and apologized profusely to Tony but trying to brighten the mood she replied that she actually preferred the name Petra and this started a long and hilarious exchange of emails between the two calling each other their new alter egos. Tony has since become a VIP Undandy customer thanks to Beatriz’s wit and personalised follow ups with him.

Humor, tasteful humor is the best cure for an innocent mistake.

The stories are all incredible, the trip was incredible, and as I prepared to head to the airport, I sat with Rafic and we decided to take our relationship up a notch. I am officially joining Undandy as a Strategic Advisor. I look for companies who are run by good people, are doing meaningful things, have ambitious goals, and from whom I can learn. Undandy checks all those boxes.

It is an honor to work with such a superb company!

The post How Undandy, a Shoe Company in Lisbon, Won Me Over by Simply Caring appeared first on Tech N Marketing.

Over the past few years, I have noticed a growing number of couples and siblings who are doing some incredible things and since Israelis are so good at tech and so weak at marketing (Yes, I am generalizing.), chances are you never even heard of half these people, so I figured I would highlight them.

Here are 12 duos doing amazing things and who also happen to be either married or siblings:

Zvi Schreiber (CEO, Freightos) and Daniel Schreiber (CEO, Lemonade)

Here are two brothers building large successful companies both of which are taking on multi billion dollar industries and fundamentally changing them. The thing is, I recently discovered that Zvi and Daniel are only two of several other siblings in the family doing remarkable things. The last time I saw Daniel, I asked him what their parents gave them for breakfast when they were kids, because seriously, as far as families go, it doesn’t get much better than the Schreibers.

Mor Assia (Founding Partner, iAngels) and Yoni Assia (CEO, eToro)

Talk about a power couple! Mor started and scaled iAngels, a truly interesting take on the VC world, along with her partner, Shelly Hod Moyal. Her other partner, Yoni Assia built eToro, which is a company taking on the traditional world of financial trading. Both companies scaling fast, both disrupting massive industries that were ripe for disruption.

Eyal Gura (CEO, Zebra Medical) and Ron Gura (SVP Product, WeWork)

Both Eyal and Ron, besides being incredibly nice people, building some truly impactful tech, not to mention actively investing in other entrepreneurs doing amazing things. Eyal is building Zebra Medical, a company taking on the medical world using AI and Machine Learning, and Ron is leading the product and tech behind one of the fastest growing companies in history, Wework. Two insanely talented individuals building tech that is changing the world.

Oh, and Maya Gura, who is now the co-founder of Missbeez, was previously a co-founder with Ron Gura at TheGiftsProject, which was acquired by eBay. She is married to Eyal Gura, so there’s that too. How do I get an invite to their family events?

Efrat Dagan (Head of Talent Acquisition, Lyft) and Moshik Raccah (CEO, Silo)

Efrat is one of my favorite people, period. She led recruiting at Google, first in Israel, then globally for Google and recently joined Lyft, which is in my opinion, one of the top 5 most interesting tech companies in the world. Truth be told, Efrat and I were friends for years before I even realized that another phenomenal person I know and respect tremendously, Moshik Raccah, is actually her brother. I can say so much about Moshik, but I will just say this. He is one of the most connected people I know and as connected as he is, he is equally generous with introductions to his vast network. I was shocked when I found out these two amazing people were siblings, but the more I thought about it, the more I realized I should not have been so surprised.

Gil Schoenberg and Michal Tamir (Co-Founders, Superfy)

I had the privilege of meeting this power couple several times over the past few months after Avishai Abrahami, CEO of Wix and a member of their advisory board introduced us. They met at their previous startup and have since co-founded Superfy, an early stage startup using AI to find you answers to any question you might have in real time chat-like experience.

Liat Mordechay Hertanu and Gilad Hertanu (Co-Founders, 24me)

If there was ever a power couple, Liat and Gilad is it. They co-founded 24me, a mobile platform taking on the whole calendar/productivity world. They have been at it for several years and have been recognized for excellence by Apple and others pretty consistently. If anyone says mixing family and business is not a good idea, take a look at this couple who totally disproves that theory.

Lihi Pinto Fryman and Ofer Fryman (Co-Founders, Syte)

I had the chance to get to know Lihi, Ofer, and the rest of the Syte team over the past few years, and I am pretty sure I admired the dynamic between this couple, well before I even know they were a couple. Syte developed some seriously cool tech to offer consumers and businesses visual search focusing on fashion but expanding to other verticals as well. By the way, Idan who is also a Co-Founder, is Lihi’s brother so yea, there’s that!

Kira Radinsky (Chief Scientist, eBay) and Sagie Davidovich (CEO, SparkBeyond)

Well, these two have a combined IQ that I don’t even want to think about, because I probably can’t count that high. Kira is kind of the modern take on a mad scientist, minus the mad part. She is simply brilliant. Her husband founded SparkBeyond, which is in my opinion, one of the most fascinating companies I have met in years. Both Kira and Sagie are incredibly talented and I am pretty sure, whatever the official definition of a genius is, they meet the criteria.

Galia Beer Gabel (Head of Sales, PayPal Eastern Europe) and Daphna Beer-Gabel (Sr. Director of CRM, Payoneer)

Two sisters, two execs in massive companies that operate in the payments space. I had the chance to meet Daphna several months ago and was floored by her vast knowledge and expertise surrounding all things CRM, business, marketing, sales, and more. Her sister Galia, who I am yet to meet face to face leads Paypal’s market development in Eastern Europe. So yea, I am sure their parents are proud.

Omri Shor and Rotem Shor (Co-Founders, Medisafe)

These two brothers experienced a near tragedy in their family when their dad almost overdosed on his meds by accident. They realized that most people don’t manage their medication consumption properly so they built an app, Medisafe, to fix that problem. Millions of users later, countless lives saved, and Medisafe is growing fast, raising boat loads of capital, and signing deals with the likes of Apple Inc, and many others.

Benjy Singer (General Manager, WeWork) and Saul Singer (Co-Author, Startup Nation)

The Singer brothers are two major players in the Israeli ecosystem. Saul who co-authored the famous book that coined the now famous term, Startup Nation, is a household name both because of the book, but also because of his ongoing activity with Startup Nation Central, and so much more. His brother, Benjy started WeWork in Israel, along with countless other businesses. Both remarkable entrepreneurs, both leaving a huge impact on the local scene.

Adi Tatarko and Alon Cohen (Co-Founders, Houzz)

Well, as they say, “Last, but not least”. Adi and Alon have already been named a power couple in tech by Forbes, and truth be told, I never met either one of them, but watching the Houzz journey has been pretty incredible. To think it all started at their kitchen table! To say that Houzz is scaling fast is a huge understatement and from what I have heard, they are just getting started. Some of the early investors in Houzz are good friends so I have heard about this fascinating company from their perspective, as well. Truly a cinderella story!

Well, there you have it, 12 amazing entrepreneur duos who also happen to be married or siblings.

The post 12 Israeli Power Couples or Sibling Duos Disrupting Tech on a Global Scale appeared first on Tech N Marketing.

One of the very few exceptions and push back I get when I say how Israel dominates the tech world is consumer. Israel has not built a Facebook or a Google yet, and generally speaking, Israel is strong at deep tech, maybe a bit weaker in product and execution, so most people still think Israel can’t do consumer.

These 16 companies founded and based in Israel might make you reconsider that position.

Lemonade

Is it possible to have a crush on a company? Asking for a friend.

This company founded by my good friends Daniel Schreiber and Shai Wininger, is basically doing to the insurance world what Uber did to transportation, Airbnb did to hospitality, Facebook did to communication, and WeWork did to the work place. Lemonade is leveraging deep tech to totally 100% disrupt insurance and ultimately, make consumers not hate their insurance company. Lemonade is scaling faster than anything I have ever seen and has the world’s top investors behind them.

Wix

I mean, do I really have to expand on this one? My boy, Avishai Abrahami who founded this company is one of the sharpest minds I have ever encountered and Wix is widely regarded as one of the top Israeli IPOs ever. Wix is a company worth north of $5B and the culture and agile nature of the team has them operating more like a startup in its early days.

MyHeritage

Talk about companies making an impact, how about reuniting families? MyHeritage has become the leader in the DNA testing space and enables people to take a simple home kit test and basically learn things about their family they didn’t know before. Incredible tech, impressive scale, and a extraordinarily talented team.

OrCam

OrCam is probably one of the most exciting companies to come out of Israel in a very long time. Same founders as Mobileye, which sold to Intel for $15 billion, OrCam, put simply, lets blind people see. Using the most advanced machine learning, OrCam developed a camera that sits on your glasses and basically tells you what you are looking at, in real time. Reads you the newspaper, helps you . recognize a person walking toward you, and identifies products you are holding. It is not an exaggeration to say that OrCam’s tech is the closest thing to real life magic.

Fiverr

Micha Kaufman, the CEO of Fiverr, and his Co-Founder Shai, who has since founded Lemonade, mentioned above, are basically human machines. These guys have basically cracked the science and art of going viral and Fiverr is basically a rocket ship that took over many years ago and doesn’t seem to be planning a landing any time soon! If that wasn’t enough, Micha, despite his obviously insane schedule, not only responds to emails in seconds, he always does it with a smile and a professional manner. Special dude, incredible leader.

Nexar

Nexar was started by some people who redefine what it means to be intelligent. These guys are brilliant and they set out to use their intelligence to save lives. Basically, Nexar is building the world’s largest network of drivers. It is enabling drivers, in real time, to know more about the other drivers on the road and to avoid accidents, increase safety, and if they succeed, make sure that dangerous drivers are a thing of the past.

Moovit

What a company Moovit is. Hundreds of millions of users across the globe and a million new users a day! If Redbull owns energy drinks, iPad owns tablets, Moovit owns public transportation. To say that Moovit has hit product market fit and critical mass would be underselling them. This company is simply exploding and that is thanks to the super management and the hard work of the lean team that keeps pushing boundaries.

Lightricks

This company is nothing short of a phenomenon. Here is an experiment. Pick up your iPhone, unlock it, open the App Store, and navigate to the top paid apps worldwide. Now count how many of the top 50 are Lightricks apps. Facetune and Enlight are definitely there, but so are some of their others. The number of downloads of Lightricks’ apps and the amount of times that Apple features them is just outrageous, especially given that they are based in a humble Jerusalem office.

Powtoon

While Powtoon is building and scaling its enterprise business with some of the biggest names you can imagine, its consumer product is what made it viral in the beginning and it continues to scale. A super simple video platform that turns any user into a producer. I am talking 25 million users and an incredibly active and engaged Powtoon user base that doesn’t stop growing. Super excited to be actively working with this team and learning from them every day.

Gett

Gett has become a household name in the ride sharing economy, has raised significant capital from some of the biggest names in mobility and is expanding its offering as it grows. Personally, I use and enjoy Gett at least once a week and I am a user experience snob. Big fan of what they have built.

Joytunes

Not many people know this about me, but I kinda love music. Joytunes is a super impressive company with incredible investors behind them and their mission is to take music lessons to the 21st century. Simply put, Joytunes has apps to teach anyone how to play piano. I assume they will be releasing many more apps in the future to teach other instruments, but their current apps have millions of users and growing fast.

Medisafe

Medisafe has not only created a superb consumer product, cornered the market, and built an incredibly loyal user base, it has also saved many lives in the process. Omri and his brother had a close call when their dad almost accidentally overdosed on meds because he forgot that he had already taken his pill, they decided to help people manage their medication consumption. Incredible scale and phenomenal investors behind them, watching this company’s journey is super inspiring.

AnyDo

Omer Perchik, the founder and CEO of AnyDo is somewhat of a mystery to me and others. The man has managed to build a truly beautiful product, raise capital from some of the most impressive investors out there, develop deep tech to enhance consumer productivity, and optimize the revenue of the company so it’s basically printing money, all with a super small team comprised of a few very smart people. Despite all that, AnyDo keeps pumping out new products and new features more often than I can say “I need more hours in the day.”

Hometalk

The DIY space is pretty massive, and Hometalk is dominating it. Been working with the team for a few years now and to say that this company has a unique culture would be a laughable understatement. In fact, when I write my “Most diverse tech companies” post, Hometalk will be at the top of the list. Incredible growth, insane numbers, and no signs of slowing down.

Fitness22

Fitness22 has a portfolio of iOS and Android apps in the fitness space that dominate the charts with over 60 million downloads and outrageously positive reviews from their users. Based in Petach Tikva, Benny Shaviv and team (Fortunate to be an advisor) have built a truly unique consumer company competing with the biggest names out there and standing their ground.

Waze

I mean, what kind of consumer company list would this be if it didn’t include Waze? You might think of Waze as that crowd sourced GPS app, or the Israeli company that sold to Google for a billion, but it is actually so much more than that and the team has some incredibly ambitious plans. If their past mission was beating traffic, now it is all about eliminating traffic. Watch this interview to understand more.

All remarkable companies, all experiencing insane growth, all leading consumer brands founded, built, and scaled in the land of milk and honey. And if you look at the actual statistics, it is quite clear. Israel, as a leading technology superpower, is just getting started!

The post 16 Tech Companies that Prove Israel Knows How to Scale Consumer Products appeared first on Tech N Marketing.

If you haven’t heard by now, Israeli tech is kinda epic. Israel pretty much dominates all sectors of tech from cyber, to automotive, to enterprise, to drones, the list goes on and on.

More on that in this video:

What is interesting to me, and was one of the reasons I started my daily vlog, is that while everyone has heard of Waze, Viber, Mobileye, Wix, and Fiverr, not one person I spoke to over the years, besides those who are deep in the Israeli tech ecosystem, could name the founder of any of those companies. Think about it. Who founded Viber? Don’t know? Strange, no?

Everyone knows who founded Facebook and Twitter, but despite using Waze, not many people outside of Israel have heard of Uri Levine and Noam Bardin, the founders of Waze.

Bottom line is, these people are building world leading tech and deserve more recognition than they receive. So I started the vlog, in which I interview the people behind Israeli tech.

That same phenomenon of people not knowing the names behind the tech is what led me to write this post. Also, I don’t write on this blog nearly enough due to the fact that I am writing weekly posts on Inc and The Jerusalem Post.

That is a long intro to say, here are 20 amazing Israeli entrepreneurs that impress me on a daily basis and what I have learned from them:

Ilya Spitalnik

Where do I begin with Ilya? The man with contagious energy! Incredibly fortunate to be working with Ilya on Powtoon’s growth and marketing. The man is a visionary if I ever saw one. Full of creative juices and the ability to bring those ideas to fruition. I guess that’s why Powtoon has 25 million users and growing, including some of the world’s leading enterprises who are in love with the platform.

Toby Olshanetsky

It has now been well over two years since Toby and I connected accidentally in a Hertzliya parking lot. I have been incredibly blessed to work with Toby, Alexey, Liel, and the whole prooV team and most importantly, to learn from some of the best in the biz. Anything I know about enterprise tech and the the way CIOs think, I have learned from the prooV team.

Kira Radinsky

What can I say about Kira? Perhaps the smartest person I know? Someone I have been trying to get a meeting with for years? A super humble and brilliant entrepreneur? I can continue. Kira is Chief Scientist (IL) & Director of Data Science at eBay, but that is just her official title. She is undoubtedly one of the most impressive minds in the entire country.

Dana Rakovsky

Dana is CRO & Co-Founder at Intelligo Group, a company I have been working closely for over a year. Dana makes the magic happen, and she does it with a smile on her face. This company, and Dana’s co-founders, Shlomo, Nadav, and Ran, is in the business of trust. Really big fan of Intelligo and the company’s vision to make the work environment a safer place.

Israel Talpaz

The man you won’t find anything about online but is building what I believe will be a serious rocket ship in the world of agriculture tech. Israel is CEO of SeeTree, a company using cutting edge tech like drones and machine learning to help farmers yield better results from their crop. I am fortunate to be working with this superb team including Barak and Farhana who make the magic happen.

Michal Tamir

When Avishai Abrahami, the CEO of Wix tells me to meet a startup he is working with as an advisory board member, I ask “Where and when?” I met Michal and her husband and Co-Founder Gil a few times now and was very impressed by their passion and vision to fix the way people ask questions and get answers in the digital age. Superfy is their product, and while it is in very early stages, it is showing promising signs of product market fit.

Amir Haramaty

Is it weird to say I have a man crush on Amir? Ok. Well, I met Amir last year in his Netanya HQ, that is how badly I wanted to hear about the company. Amir is Chief Commercial Officer at SparkBeyond, and remember Kira Radinsky who I said is one of the smartest people in the country? Yea, well, her husband Sergey Davidovich is Co-Founder & CEO of SparkBeyond. This company is Microsoft’s baby and they have formed a very deep relationship. SparkBeyond also powers some of the most impressive solutions in the business world and the company also has some insanely impressive investors backing them. Amir is a whole new level of impressive.

Eyal Gura

Eyal, who I actually only met for the first time last week is somewhat of a god in the intersection of healthcare and tech. Zebra Medical, the company he founded is closing some insane deals on a daily basis including their latest, the biggest hospital in India who will now be using their tech. Of course, as I told Eyal when we met, there is something seriously wild going on in the genes of that family. Eyal’s brother, Ron is SVP Product at Wework, previously product director at Ebay. 

Miriam Schwab

If you work anywhere near the web development or WordPress world, you have surely heard of Miriam Schwab. We have been connected for over a decade and I am fortunate to have made our relationship official as of late when I joined Miriam’s startup, Strattic, as a strategic advisor. Strattic is aiming to make the web more secure and a whole lot faster and Miriam, as the CEO, along with her co-founder Josh Lawrence, are building some seriously cool tech that have thousands of websites lining up to register. 

Boaz Gaon

I first met Boaz when him and his co-founder Ido Engel were building Wisdo (It was actually called Medicope back then.) back at the Microsoft accelerator. Boaz is living proof that you can do well by doing good. The company him and Ido are building, Wisdo, is helping people navigate through life experiences by finding people who have been there and can offer support and guidance. The company is funded by some of the most outrageous investors and scaling rapidly. Big fan of these guys and have been since way before they were a big deal.

Ziv Elul

If this list was in order of importance, Ziv might be number one. Put simply, I would not be working in tech if it wasn’t for Ziv. He recruited me to my first tech job at his company, Inneractive, now Fyber (they were acquired, and no, I didn’t buy my options.), which he started with his partner Offer Yehudai, the man with the Tesla and the best hair in tech. I have learned infinite amounts from Ziv and Offer as business leaders, but much more importantly, the two of them, despite all their success, never stop hustling and never let anything go to their heads. Special people, very special people.

Orit Strauss Raz

I only recently connected with Orit after her Co-Founder, Gigi Levy-Weiss introduced us. They are building a company called GivingWay, which basically streamlines the volunteering process on a global scale. But forget the company, Orit is one of the more impressive people I have met in a while with a true passion to do good and a real appreciation for what needs to go into building a large successful business. I am sure we will do great things together for many years to come.

Benny Shaviv

Find me one person who meets Benny and doesn’t leave the meeting blown away by this dude. Extreme sports and incredible parenting aside, Benny built one of the most impressive companies around, Fitness22. 60 million downloads of his apps and zero dollars and cents spent on marketing. Beyond his business success, Benny is a good friend and just an all around amazing human being. The best part? He doesn’t even know how legendary he is. 

Iris Shoor

I have been following Iris for a very long time and she never ceases to amaze and impress me. In depth analytical thinking about entrepreneurship, zero fluff, zero BS, and her accomplishments reflect that. Iris is CEO of Oribi and previously built some of the most impressive companies around. She is widely regarded as one of the top data-driven entrepreneurs in the country. I am still waiting for my cup of coffee, but I’ll be patient.

Yaron Ben Shaul

Yaron is someone I learn from on a weekly basis. I have been truly fortunate to be working with him and his Co-Founder Miriam who built and scaled Hometalk.com, the leading community for the DIY world. Yaron is humble, maybe too humble, but working on that, and is all execution. Not your typical CEO in any way, but one who doesn’t talk, just delivers. I hope to continue working together for a long time.

Orit Hashay

If I told you what Orit is building, you might not believe me. Brayola is a platform for women to buy bras. Orit is one of the most fired up entrepreneurs I have ever seen, she is fuelled by her internal passion and the company is scaling accordingly. Orit is often recognized as a leading female entrepreneur, but as far as I’m concerned, she is just a leading entrepreneur, period. Following Orit’s personal and professional journey is incredibly inspiring.

Liat Mordechay Hertnou

Liat and I have been connected for a very long time, and while we don’t meet nearly often enough, I am watching her and her co-founder/husband as their company, 24me is featured by Apple every other day and recognized for the great product that it is. Liat is truly self made and all the success they have achieved is thanks to their hard work and resourcefulness, no shortcuts. Liat and Gilad are a serious power couple in the local and global tech scene.

Yasmin Lukatz

Yasmin is something else, and cannot be compared to anyone else I know. Well, we are supposed to meet next week for the first time, but I think this meeting is the most rescheduled meeting in history, so we shall see. Here is the bottom line about Yasmin, she is a real powerhouse. Yasmis is Executive Director at ICON, a company that bridges Israel and Silicon Valley. Yasmin’s network and relationships are literally unparalleled and the best part is that she uses that network to help entrepreneurs win. I will report back after we finally meet but from what I have heard, Yasmin is a true business legend.

Yael Vizel

Yael is a machine. I can just stop right there, but I won’t. She is building Zeekit, a company that offers retailers a next generation dressing room. You can literally try on clothing from the comfort of your home using advanced machine learning and augmented reality. Yael is signing deals with the world’s biggest names faster than I can say “Do you have that in an XL?” We have only met once or twice, but I am trying to fix that. I assume that by the time Yael finds an hour to meet, she will already have closed several deals worth tens of millions of dollars, if not more.

Yonatan Adiri

As they say, save the best for last. Yonatan, yet another incredible entrepreneur I have never met, but working on it, is building Healthy.io, a company revolutionizing, wait for it, urine tests. Basically, take the test at home, dip in the stick, then take a picture of it, and you have your results. The tech behind this magic is a whole lot harder to explain, but think of any buzz word and Yonatan is using it in his platform. One of the busiest and most impressive entrepreneurs in the country, and who has some truly astounding investors behind him. We will meet one day.

That’s all folks. This post basically wrote itself since this people are all truly incredible. The hard part? Choosing only 20. There are hundreds more. Maybe a follow up post one day. Follow these people and their journeys. You won’t be disappointed. 

The post 20 Israeli Founders who Are Kicking Some Serious Butt appeared first on Tech N Marketing.

So many events talking about how entrepreneurs failed. Every interviewer now asks about your biggest failures. It’s a thing. Failure.

But how many of us really embrace our failures. How many of us are ashamed by our failures and how many of us actually capitalize on them to learn lessons? Well, I know it took me a while to write this post and even as I write these words, I’m not 100% convinced that I will publish it.

Let’s start from the beginning.

Once upon a time, there were two seasoned entrepreneurs. Let’s call them Jeff and Jacob, both people who have experienced great success.

J&J took a look at the modern world of digital communication, specifically how teams communicate. There was a clear problem. The year was 2013 and teams were using Skype, Google Chat, WhatsApp, Dropbox, Google Drive, email, and many other tools to simply communicate. It was an unsustainable situation.

J&J set out to fix it and they envisioned a product that would unify all team communication. Team messaging, one on one messaging, file sharing, conference calling, polling, and on and on. One tool, all your team communication needs. They built it. It was called Zula.That’s when I came in. I joined as CMO, chief marketing officer. Zula isn’t the topic of this post, failure is, so I’ll run by those years fast.

We launched on the TechCrunch stage in SF, we won the audience choice award. We raised money from truly legendary investors like Microsoft Ventures, Gigi Levy, and countless other people I was honored to meet in those years. Truly brilliant people.

Anyway, all was going well. Until it wasn’t. We had an idea. We had a team. We had a product. We had marketing. We had money. But we lacked execution, which is exactly what Slack brought to the table. They built a superb product and we dropped the ball. We literally had more products than Slack back then, like integrated conference calling, and others. But they built a better product and won.  

Enter Raz, a product visionary who brings decades of leadership to the table. Ok Slack won the team communication game, but we still have assets in Zula, like our audio stack, which we used for conference calling.

Well, we all thought to ourselves, where can we apply audio tech like ours and attack a new and hot segment? Well, podcasting is kinda becoming a thing.

And ZCast was born. And then? It went viral. And I say that with humility. It went bananas!

Anyone with a keyboard or a pen and paper covered our launch. They called it the future of podcasting. The YouTube of audio. The radio show of the 21st century. Raz built a truly phenomenal product.

But then things got messy. Transitioning a company from Zula to ZCast despite the momentum of our launch, was not as easy as it should have been in our heads.

The investors needed to participate to shut down Zula. The shareholders needed to restore their faith in the people who from their perspective failed the first time around. If they wouldn’t jump on the ZCast train, we’d never be able to truly leave the station.  

Raz kept building, I did my thing in the beginning. Natan and Alex spent endless hours coding. Farhana kicked some serious tuchus on social media. Michelle brought her A-game to the design and UX of ZCast!

Tens of thousands of users. True momentum. High retention. Amazing podcasts on ZCast. But that Zula baggage, getting rid of that line on our cap table and truly focusing our resources on building ZCast? Never truly happened.

A few weeks after ZCast was born, we found out we weren’t the only ones who had an idea to build a podcasting platform. Anchor was born.  This time though, we won on execution. ZCast was truly a delightful product. In my humble and totally biased opinion, a better product than our competitors, including Anchor.

Anchor got very hot very fast. It became the sweetheart of Silicon Valley raising capital from the biggest names and having the valley’s biggest influencers back and promote the platform. But we were still a better podcasting platform for many reasons.  

Well, Raz kept coding, spending hundreds of thousands out of pocket and I, on the other hand, ran out of steam. I preach consistency every day. I am the most consistent person I know. Same morning picture every day. Same date night every week. Same Shabbat pic every Friday. Consistency is important. Call it OCD but I believe people like structure.

But here, I failed. I didn’t persevere. Raz did. I didn’t.

I lost faith and felt deep down that if investors didn’t have faith, how could I? How could I promote something that might be gone tomorrow? That would damage my personal brand. And so I left it. Raz didn’t stop.

But we did have regular conversations about every new version Raz was deploying and the man wouldn’t stop. I gave up.

Last week, Spotify acquired Anchor just one week after us pulling the ZCast plug.

We removed it from the App Store, notified all our users, and effectively shut down the company.

We failed. We lost. I lost.

We lost Zula to Slack. We lost ZCast to Anchor.

And so, on a personal level, my imposter syndrome flares up. “Who am I to advise startups? To help companies grow? What have I done? These entrepreneurs all seem to be rock stars. What am I? A perpetual fail-er.”

Well, I tell myself that the lessons I learned over all these years equip me better than anyone to learn from mistakes and do it the right way.

Either way, not easy to say it out loud but I have failed again.

Onward. Hoping for many opportunities to fail, learn, and grow for many years to come.

The post I Failed. Again. appeared first on Tech N Marketing.

This post is approximately five years overdue, but enough people have asked me this question, I figured it is time to answer it. “Hillel, what do you actually do?!”

This video is the first explanation.

That gives you a high level explanation of what I do. I advise startups, I write for a lot of online publications/produce a daily tech vlog, I have my own startup, and I collaborate with brands such as Google, Oracle, and Huawei as an influencer.

I was recently given the opportunity to share my story in a commencement speech at Touro College. Here is that speech.

That gives a bit more background, but now I will try to drill down a little and explain what I actually do, on a daily basis.

The Early Days of Blogging

This all started a decade ago at my first job. I was hired by Comverse, which, at the time, was one of the largest tech companies in the country. I was a technical writer, ya know, the guy who writes the user guides and documents you get with your iPhone that absolutely no one reads? Yep, that was me. #GoodTimes

The truth is, those years working as a technical writer, boring as they were, taught me many valuable lessons about tech, about writing, and most importantly, about myself. I genuinely deeply loved technology, and this was well before it was cool to love tech. Today, “Geek” is the new “Cool”. Back then, “Geek” was just “Geek.”

Anyway, there I was, sitting at my desk, over a decade ago, thinking to myself “What am I doing writing these user guides? There has to be a better way to express my love of tech!” So I started writing. That is it. Every morning, a cup of coffee and an “Entry” into my “Tech diary.” No business model, no ads, no strategy, just me writing about something I loved, tech.

Fast forward a few months, and I start to get emails from entrepreneurs. “I read your article about trends in technology, would love to meet.” Ok, so I meet this entrepreneur, ask them to pitch me, and I quickly realize I can really help these guys. I then ask the entrepreneur who their competitors are and I get the answer “We have none”, nine out of ten times. Then I ask what the go-to-market strategy is aka “You have an amazing product, but how do you intend on getting it in the hands of real people?” More ridiculous answers. I helped.

No money, no strings attached, other than lunch, which generally involved a steak, but jokes aside, I tried to help entrepreneurs as much as I could. Then that entrepreneur would tell his friend how much I helped and they would reach out. Fast forward a few years and I am getting 400 emails a week saying “I am launching a product and I am told I need to meet you.” “Not sure who told you that, but happy to meet” is usually my response. I try to meet as many entrepreneurs as I can, but only those I feel I can really help.

This went on for years, all the while I am working as a technical writer to support my family. After that job, I transitioned into finance and worked in that for a few years. My job, the one that paid the bills, was irrelevant. I could have been cleaning toilets, the important part was what I was building on the side. I was following my passion, helping entrepreneurs, writing about tech, while ignoring the many smart people who told me to monetize what I was building. “Put ads on the blog.”, “Charge startups”, and “Take a finder’s fee when introducing startups to investors who end up writing a check.” Those were some of the tips I got from people throughout the years, all of which I ignored.

Over the past decade, I must have met several thousand startups all of whom came to me for some help with marketing. 98% of them never paid me a dime or compensated me in any way.

What Happened Next…

If you have made it this far, you must think I am somewhat delusional to have helped all those startups, and even brought them investments sometimes worth millions, without one dime coming my way. Well, you aren’t alone. Many people over the years thought I was nuts and the truth is, I wasn’t convinced that they were wrong. I did not know where this was going but I did know that taking 5% out of a startup’s pockets because I made an intro to an investor did not feel right to me.

Well, they were all wrong and I was onto something. All these years later, both the startup that I helped and the investor who wrote a check understood that I had no skin in the game and our relationship reflected that dynamic. They trusted me. They saw what I was able to deliver without asking for anything. Turns out, and this is something I preach often, that when you facilitate success for others, when you pave the road for others to go on their way to success, you go down that road as well.

Many of these companies grew. A lot. And they came back to me and said something along the lines of “We know you didn’t ask for it, but we also know what you did for us and we would love you to be part of our team. Join us as a passive advisor and take equity in the company or join us as an active advisor and take a monthly retainer.”

Today, I advise many companies officially, some more actively like prooV, Hometalk, and Intelligo, and some more passively like Flipboard, Fitness22, Book Like a Boss, and Strattic. The full list is on my site.

The investors I sent deals to over the years? They also grew to trust me and today, I am fortunate to call people like Marc Andreessen a friend. I have sent him endless deals over the years, interviewed him on VentureBeat (Well, actually, I interviewed him on Twitter but it was published on VentureBeat.), and have spoken to him hundreds of times about tech, books, Israel, and other things. So how did that happen? How did some random guy in Israel become friends with the man who invented the web browser? Simple. Tried to do good for him, tried to help, never monetized anything. Same goes for all the people on this list. These are the people I have interviewed.

Today

Today, I would say, I wear four and a half hats. Hat number one? Startups. 95% of my time with startups today is not monetized in any way. 5% are companies I have helped that then offer me to work with them. If it is a company I love that I can help long term, aka, not as a consultant who comes in, manages some launch, then leaves, then I might join them. I am truly fortunate today to be working with some absolutely incredible companies, all of which I have worked with for years and intend on working with for many more years to come.

Hat number two is content. This whole story started from me writing that “Tech diary”, which today, we call a blog. I continue to produce content across this blog, and many other publications such as Inc, Entrepreneur, TechCrunch, Business Insider, and many more. Additionally, a few years ago, it occurred to me that there is a serious lack of high quality video content about the people behind Israeli tech, so, along with Joseph, who edits the vlog, I started a daily vlog. You can watch that to see who I meet with, and who are the shakers in the Israeli tech scene.

Hat number 3? Brands. I work with Huawei as a “Key Opinion Leader”, with Google as a “Google Developer Expert”, with Oracle on their Startup Advisory Board, and many other brands, including B&H Photo who sponsors the vlog. Influencer, that is hat number 3.

Hat number 4: ZCast. Raz and I started ZCast to simplify the podcasting process. Early days, been a tough ride, we shall see.

Werner Vogels, CTO of Amazon

Finally, hat number 4.5? Several, let’s call them “investment bodies”, have reached out and discussed possibly building a structure around what I have built. “You have the trust of entrepreneurs, the expertise of the market, and the access to the tech world. All you’re missing is capital, I have capital, let’s do this.”

It is a discussion I am having, to possibly add the financial element so when I see a startup I love, I do my thing and help them with social, content, PR, biz dev, and more, but instead of throwing away that deal flow, I would write a check myself. It is a half a hat, because for now, it is just an idea. We shall see.

One More Thing

As a result of everything mentioned above, I have built a sizeable audience that follows my work across various platforms. That audience is very engaged. Many years ago, people began to reach out and ask me to come speak about the Israeli tech phenomenon. As someone who sees startups in their very early days, many people are interested in the trends I am seeing. So I speak. A lot. Shanghai, Hong Kong, Melbourne, Sydney, New York, San Fransisco, Toronto, Paris, Zurich. Those are some of the places in which I have spoken about Israeli tech, among many others.

I am most definitely interested in expanding this part of my career and have received incredible feedback from the talks I have done to date. More on my speaking gigs here.

Conclusion

Just to sum it all up, I am no huge success story quite yet, but I do wake up every morning feeling very grateful that I was able to take my greatest passion, tech, and turn it into a sustainable career. I have many things I want to accomplish, but the things I was able to do, the people I was able to meet (see below.), seemed 100% impossible a decade ago.

All I did was follow my passion and that is all I intend on doing. So far, it has served me well.

Did I answer your question? Hope so. You can read more and contact me on my site here: https://www.hillelfuld.com/

The post What Do I Do? A Detailed Explanation of How I Turned My Passion into a Career! appeared first on Tech N Marketing.

The truth is, the question of just how large the drone market is, is up for debate. Between the somewhat subjective definition of what constitutes a drone and the fact that nearly all drone companies are privately held, we don’t really know just how large this market is. What we do know, however, based on every metric out there, is that the drone market is growing fast.

Drones are big and only getting bigger.

According to Gartner, drone sales grew approximately 60 percent last year to 2.2 million, and revenue grew 36 percent to $4.5 billion. According to the Consumer Technology Association: last year people bought 2.4 million hobbyist drones, more than double the 1.1 million sold in 2015. And that is in the U.S alone. Whatever the number is, the market is growing and the demand for drones is increasing.

You don’t have to be a market analyst to notice that this growing market is primarily dominated by one player, DJI. There are several competitors in the market, and some of them have built great products. Companies like Parrot with their Bebop line, Yuneec, and even GoPro with their Karma drone. While some of these products are solid, they have not prevented DJI from cornering 50-75 percent of the market, depending who you ask.

We are in early days of drones, but taking a closer look at DJI sheds some light on how the company has achieved its current success and much of it has come from a familiar playbook, that of Apple, the world’s most valuable public company ever — with a market cap that passed $900 billion in November, 2017.

Start premium, then work your way down.

Think about the way Apple started and how its popularity spread. Apple’s first products targeted the premium design community, and the original Macintosh was not built for mainstream audiences. Slowly but surely, Apple worked its way down to non designers to the point that everyone wants a Mac.

DJI has its high-end professional drone line, but that aside, it became best-known for its Phantom drones, which are high performance, and priced accordingly. Slowly but surely, DJI began to target wider audiences with its Mavic Pro, and most recently, the Mavic Air, which are priced more conservatively. The Spark, at only $500 really brought it home and allowed anyone who was even remotely interested in drones, to become a “Droney.”

Detail Oriented

You might not be an Apple fanboy, but surely, you can recognize that the detailed nature of the Apple experience, from the manufacturing, to the meticulous nature of their keynotes, down to the actual product packaging, is unparalleled in the industry.

If you have ever unboxed or flown a DJI product, the similarities are obvious and glaring. It is no wonder, Apple and DJI signed an agreement back in 2016 to distribute DJI products in Apple stores. If you have seen those drones on the shelves of your favorite Apple store, surely you would agree that they fit right in.

Hardware Focused

Yes, both Apple and DJI make hardware and software. That was perhaps what differentiated Apple from its competitors, the fact that its hardware and software were designed and optimized to work together in harmony. Having said that, I don’t think anyone would call Apple a software company. In fact, one might go out on a limb and say that while Apple’s hardware leads the industry in terms of polish and execution, its software, from iTunes, to iOS, and even some of its in-house Mac OS or iOS apps leave room for improvement.

DJI makes fantastic hardware, but if you have spent any time running DJI software updates, you’d agree that hardware is DJI’s bread and butter, and software, they can and should continue to acquire software companies to enhance their offering.

Inspiring Ads, Motivational Message

Apple ads, from the earliest 1984 ad, to the I’m a Mac ads, all the way to today’s iPhone ads, are memorable and often, beautiful. It has become Apple’s thing. The same is true for DJI. Their ads, with the famous aerial footage captured by their drones, as well as the somewhat difficult to grasp cutting edge aviation technology displayed in their ads, always leave you speechless. If I had to guess, I would say that whoever is writing the copy for some of the DJI ads we have all seen, previously did so for Apple. They are that similar. No specs, no complicated tech talk, but just pure beauty and inspiration created by the company’s flagship product line.

Even Down to the Naming Convention

If all that wasn’t enough to convince you that Apple and DJI share some DNA, take a look at the naming convention of their products. “iPhone”, not “The iPhone”, just “iPhone.” “Mavic”, “Phantom”, “Spark”. Clean and simple.

Then there are the actual products. Macbook Pro? Macbook Air? Mavic Pro. Mavic Air. You might call this sheer coincidence, or maybe the two companies, through their partnership, agreed on a shared naming convention.

I think it is more. I think these two companies understand how consumers think, and have mastered the ability to build superior brands that people love.

In the early days of Apple, Steve Jobs and Steve Wozniak were told by everyone that there is no market for personal computers. “Why does everyone need their own computer?” They believed otherwise, and the rest is history. Today, if you have not yet experienced drone technology, you might be asking yourself “Why would I ever need a drone”? DJI believes otherwise and they are quickly achieving total market dominance, both in terms of market share as well as brand aware and mind-share.

DJI is building the Apple of drones and the company believes the market for drones is just getting started.

The post How DJI Has Positioned Itself as the Apple of Drones and Now Dominates the Market appeared first on Tech N Marketing.

I am writing a book. I have no idea when I will finish writing the book or if and when it will be published, but I am writing a book. The thing is, this post? There is a whole chapter in the book dedicated to it. So isn’t this post redundant? Well, if this post is redundant, most of my talks, my blog posts, and my social updates are redundant. The way I see it, the book is the culmination of my thoughts on business, many of which I have shared elsewhere.

The book, and the premise to this post is, when you give in business, like really give, not give for the sake of receiving, just give, you end up increasing the chances of receiving more! What does that (admittedly complicated) sentence mean? It means that if you start every meeting with “What are your challenges and how can I help you overcome them?”, the person you are sitting with is instantly delighted.

When you follow up on that offer and actually deliver the value you promised, whether that is in the form of an intro to someone in your network, feedback on their marketing material, or anything else you can help with, that person’s delight increases. Keep that up, and more often than not, once you provide enough tangible value and want nothing in return, the recipient begins to comprehend not only your abilities, but also your nature, and realizes they want, need to work with you in some official capacity.

More on this topic in the book. You are gonna have to wait for that, but meanwhile, when embracing this strategy with startups over the years, I noticed a pattern, I noticed many patterns, but I wanted to address one of them.

Most people, when presented with a genuine offer to help selflessly, and again, I am talking about tangible value, like helping to raise capital for one’s startup without taking anything, are utterly confused. “What do you mean “Can I introduce you to some relevant investors? What is the catch here? What are the terms of your finder’s fee?” That is what most people think when you offer to help. And I don’t blame them. 9 out of the 10 people who offer them startup help, do have a catch!

So you need to know your audience and calm their concerns before they even voice them. By the way, that is always a good tactic. You are making a presentation? Make sure to include the answers to the most common questions you get. “Who are your competitors and how are you better?” “What is your go-to-market strategy?” “How will you monetize?” All questions you know an investor will ask, so preempt the investor asking them by answering them in the actual presentation.

Back to our subject. The entrepreneur you are sitting with and who you just offered to help, hears one thing. “I am going to try to capitalize on your startup, so tell me how I can help and who you want an intro to. Also? I will spring some fee on you later.” Address that concern off the bat, and get over the awkwardness.

Here is the one sentence I always say, and I literally say it, I don’t hint to it, or imply it. I make my offer “What are your bottlenecks and how can I help to release them?” I am usually met with obvious and understandable hesitation. “Um, well, um, I need to raise capital…” or “Well, I mean, we do need some traction, so intros to some potential customers would be cool, but, I mean, I don’t expect you to do all that for me…” And the end of that sentence, which they won’t say (Generally out of shame.) is “For free. And since I don’t have money now (and even if I did, not sure I would spend it on intros and not on advertising or something else…), not sure how you can help.”

The one sentence I say to change all that awkwardness into awesomeness is “To be very clear, I want nothing from you, not now or ever. No strings of any kind attached. I am genuinely happy to help intro you to x or to provide feedback on your messaging…”

I release that tension in one sentence. All of a sudden, I transform myself from a salesman, a tricky one, at that, to a real friend who wants you to succeed. One sentence and you are filled with delight and excitement to take me up on my offer, when 12 seconds ago, you were filled with suspicion and negativity. One sentence that changes the whole dynamic!

That right there, is some good return on your investment. From sketchy spammer to generous friend. In 12 seconds. Try it.

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