Fifteen years ago, I co-founded my first startup. No roadmap. No safety net. Just the belief that I could build something that mattered. It didn’t go as planned.

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We had no idea what we were doing. But that didn’t stop us. PhonixIT was built from pure passion. We raised a seed round before we even knew how the game was played. We built a 30-person tech company across two countries. We ran sales, marketing, operations, everything ourselves. No mentors. No playbook. Just execution.

And then, like many first-time founders, PhonixIT crashed.Market shifts. Bad calls. The kind of mistakes that cost you everything. We crashed. Hard. Losing it all taught me something no MBA ever could.

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One day, by pure chance, I met a scientist, a genius. He had developed revolutionary laser technology, but no one was listening. Investors didn’t get it. The market didn’t care. I did.

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I took one of the toughest, most complex technologies out there and turned it into a real startup. XBeamer was born. We built the brand. We secured funding from Israel’s Chief Scientist. We got people to pay attention.

It should have been a win. But startups don’t care about “should.” XBeamer didn’t survive. And just like that, I had to start over. Again.

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Losing everything twice forces you to ask the right questions.I realized something across every venture—something that kept working, no matter the industry: I knew how to make people act.

Not with gimmicks. Not with more ads. But by understanding how people think, feel, and make decisions.

So I built something new. Hamangal.

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What started as a way to process everything I had learned about branding, marketing, and consumer psychology became Israel’s top marketing podcast, with millions of streams.

Today, tens of thousands of founders, CMOs, and CEOs listen to Hamangal every month. It became a movement.

And I didn’t stop there.

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Back then, podcasts weren’t a thing in Israel’s music industry. Artists and labels didn’t get it. So we built it from scratch. Music Business Podcast changed that. We got 200+ top artists and celebrities on the show. We put podcasts on the radar of the entire industry. We even convinced EL AL Airlines to feature our show with zero connections, zero backing.

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Today, podcasts are everywhere in Israel’s music industry. Back then? Music Business Podcast made it happen.

By now, I knew exactly what I was good at. I knew how to turn ideas into movements. So, together with a friend from the marketing industry, we took the biggest risk yet: we bootstrapped a global B2C product.

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We built Xaria, a consumer engagement platform like Swagbucks, turning users' everyday actions into real rewards. No venture capital. No safety net. Just execution at scale.

And this time? Xaria didn’t crash. Xaria scaled.

 

I build emotional connections between brands and people.

That’s it. That’s the whole game.

Most companies focus on what they sell. The great ones focus on how they make people feel.

That’s what I do. I take brands that are struggling to connect struggling to stand out and I make people care. Not with gimmicks. Not with more ads. With the kind of branding that sticks, moves, and turns customers into believers.

Because when people feel something, they act. They buy. They stay. They tell others.

If your brand isn’t hitting the way it should, let’s fix that.