I make the
complex click,
and the simple stick.
Tel Aviv
Tel Aviv
I've always been more interested in what makes people tick than in the mechanics of any one industry. That curiosity took me through law, philosophy, nation branding, and eventually into sales and marketing; and somewhere along the way I realized they were all the same thing: figuring out what moves people, and then creating it.
I'm good at finding clarity where others see chaos. Give me a messy problem, a blank slate, and a real human need, and I'll build something you can actually use.
I think of myself as an experience designer. At work, that means enablement that doesn't just inform but genuinely shifts behavior. Outside of work, it means building large-scale installations, elaborate costumes, and other ridiculous wonderful things with my community of creative weirdos.
01
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01
A presales manager was reviewing every customer email his team sent. He didn't trust their judgment on tone and nuance, and it was slowing everything down.
Instead of a generic communication training, we sat with him, pulled real examples from his inbox, and built a workshop around his own edits. The team's conclusions from the workshop became a practical guide that went straight into the onboarding kit.
One manager's frustration turned into a reusable asset for every new hire after him.
02
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02
Our sales teams loved the MEDDPICC course. They just weren't applying it where it mattered.
So we took the methodology off the slides and embedded it directly into the Salesforce opportunity flow. Every stage prompted sellers to consider the qualification criteria that mattered at that point. Finally, Management got real visibility.
The training didn't change. The behavior did.
03
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03
Frontline managers were the most important lever in the room. They were also the most overloaded. Most of their time went to closing deals, leaving almost nothing for developing their people.
We ran a coaching marathon for Sales Regional Managers, discussing the Radical Candor model and when to shift between manager, mentor, and coach. In these workshops we showed them how making the time to coach your team now, will elevate the whole group's performence in the long run.
The goal was never a one-time event. It was building a habit.
Whether you're talking to customers or internal stakeholders, the question is always the same: what will move this person? Not inform them, not update them. Move them.
I start by listening. Then I build the bridge between the big strategic picture and what needs to shift on the ground.
Every interaction has to land. That means understanding motivation, treating people as partners, and being creative enough to make them want to engage.
Open to new opportunities and interesting conversations.