3 Years Later, Scale Up Nation Is Getting Much Better At Messaging, Positioning And Branding
Michael A. Eisenberg: Six Kids And A Full Time Job

Another reason I think Israelis find messaging hard is because the IDF doesn’t prioritize it in the same way it does intelligence gathering, sensor development or leadership training. This is in spite of the fact that Israel is very literally fighting a war of legitimacy that affects what our troops can do on the battlefield. This is being prioritized increasingly, but it still has a long way to go. Just as Jews living abroad can be great messengers for Israeli startups, they could also be recruited to the IDF for the same purpose with the right leaders/vision/structure.