Yonatan Schreiber of Blings On Five Things You Need To Create A Highly Successful Startup
An Interview With Doug Noll
A Clear Vision and Purpose: Understand why your startup exists and what problem it solves. Your vision should guide every decision, from product development to company culture. It’s not just about making money; it’s about making a difference.
Startups have such a glamorous reputation. Companies like Facebook, Instagram, Youtube, Uber, and Airbnb once started as scrappy startups with huge dreams and huge obstacles. Yet we of course know that most startups don’t end up as success stories. What does a founder or a founding team need to know to create a highly successful startup? In this series, called “Five Things You Need To Create A Highly Successful Startup” we are talking to experienced and successful founders and business leaders who can share stories from their experiences about what it takes to create a highly successful startup. As a part of this series, we had the pleasure of interviewing Yonatan Schreiber.
Founded by CEO Yonatan Schreiber, along with COO Yosef Peterseil, Blings is revolutionizing the marketing landscape with its AI-driven MP5 technology. The platform enables enterprises to deliver personalized, interactive video content that connects with audiences in real-time. It integrates dynamic data and offers features like tailored loyalty programs and gamification, ultimately empowering brands to create highly engaging customer experiences that drive loyalty and boost conversions across a wide range of industries. With its successful solution, Blings has already garnered an impressive portfolio of clients, including industry giants such as McDonald’s, Mercedes Benz, Honda, Volvo, Live Nation, WPP, and Burger King.
Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?
I grew up in Jerusalem and later studied at a Jewish “Yeshiva”, where for many years, we would read small letters from morning until late at night, constantly working to resolve logical inconsistencies and understand topics from different angles. This rigorous environment taught me a methodological approach to analyzing issues — building a tree of possibilities, testing them against each other, and refining solutions through a structured, logical process. I eventually transitioned from this world into academia, exploring the connection between the mind and the religious experience, culminating in a cognitive science MA at Hebrew University.
Following graduation, I worked night shifts in an ultra-Orthodox neighborhood in Jerusalem, using that time to learn basic coding. With this limited experience, I began my journey as a developer and later a manager in the high-tech ecosystem, focusing on video technology companies along my career path.
What was the “Aha Moment” that led to the idea for your current company? Can you share that story with us?
One notable project during my early career was in fantasy sports, where I aimed to deliver personalized morning updates to users. Despite extensive efforts, the technology at the time couldn’t handle generating a million unique videos daily. The breakthrough “Aha Moment” came when I realized that the limitations were rooted in the static nature of video files. The idea of moving rendering to the edge — using real-time data and programmatic personalization — opened up new possibilities.
This insight led to the development of MP5, a dynamic video format that allows video to be as flexible and interactive as HTML, transforming video from a static media asset into a dynamic, first-class citizen of the web.
Was there somebody in your life who inspired or helped you to start your journey with your business? Can you share a story with us?
My co-founder, a long-time friend, has been a tremendous source of inspiration. With years of experience in business from a young age, he brought invaluable insights into building products that resonate with customers. Together, we’ve tackled numerous challenges and won many startup competitions, consistently proving the strength of our collaboration. Our partnership is built on complementary skills and a shared vision, which has been crucial to our success.
What do you think makes your company stand out? Can you share a story?
At Blings.io, we are reinventing online video. With our smart video technology, the internet becomes a place where people can “experience” and “feel,” not just exchange information through text. Our dynamic and interactive videos are paving new paths of creativity and opening up unexplored avenues of communication. This innovation is not just about technology; it’s about transforming how businesses and individuals connect in a deeply engaging way.
We are also striving to build a company that transcends the traditional workplace. At Blings, we invest in creating an environment where people can be happy, grow, and continuously improve. The Blings team is more than just coworkers — they are essential parts of each other’s lives, fostering openness, support, and genuine fun. After winning a startup competition, I spoke to the media, emphasizing the importance we place on the people around us. This message resonated with a senior professional who later applied for a position at Blings. Their hire sparked a chain reaction, attracting other talented individuals who shared our values and commitment to building something meaningful. Today, our team is centered around these core values, fostering an environment where innovation thrives, and everyone contributes to our shared vision.
How have you used your success to bring goodness to the world?
Our technology enhances customer engagement and retention, benefiting both businesses and their customers. You can see how this bring goodness in different domains, and especially we take pride in health-related use cases, such as improving communication between doctors and patients. For example, a hospital used our technology to explain cancer treatments to patients, making them less anxious and better prepared for their treatment.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Ability to Learn: Learning is a superpower because it enables you to acquire all other traits. By carefully and continuously learning, you can develop the skills and knowledge needed to overcome any challenge. This mindset has been instrumental in my journey, from teaching myself coding during night shifts to navigating the complexities of the tech industry.
Innovation: Growing up — I didn’t just accept the status quo — I actively challenged it, transforming my life far beyond the conventional paths I was raised on, pursuing my dreams.
A successful startup should always seek the non-obvious solution that can revolutionize the entire market.
This drive for innovation is at the heart of Blings.io, where we’re continually pushing the boundaries of what’s possible in online video, building a disruptive way of communication
Collaboration: Partnering with my co-founder and leveraging our complementary skills has been crucial to our success. We maintain our bond with bi-weekly discussions about business and collaboration over drinks — where, quite often, the most important decisions are made over half-drunk beers at a late-night bar. This casual, yet focused approach has been essential in keeping our partnership strong and our ideas fresh
Often leaders are asked to share the best advice they received. But let’s reverse the question. Can you share a story about advice you’ve received that you now wish you never followed?
An entrepreneur I highly appreciate once told me not to start a company because it’s too difficult. While he was right about the challenges, I regret listening to him and only starting Blings later. It’s hard, but it’s also enjoyable and brings out the best in me.
Can you tell us a story about the hard times that you faced when you first started your journey?
As first time founders with no initial network, finding investment was extremely challenging. We heard 99 “no’s” before we got our first “yes.” Hearing smart people say your plan isn’t worth investing in is tough, but resilience is key. Focus on the one “yes” you need.
Where did you get the drive to continue even though things were so hard? What strategies or techniques did you use to help overcome those challenges?
There’s a famous saying that goes — “If I am not for myself, who will be for me?” drives me to push through challenges. This self-reliance and determination are crucial in the face of obstacles, reminding me that I must take initiative and responsibility to move forward.
This saying continues to another part — “But if I am only for myself, what am I?” This part reminds me that true success is not just about personal achievement; it’s about the impact we have on others. The people around me — our employees, shareholders, and partners — are key motivators. Their belief in our vision and hard work inspires me to keep going, knowing that our success benefits everyone involved. This sense of responsibility and connection fuels my commitment to overcoming challenges and achieving our shared goals.
The journey of an entrepreneur is never easy and is filled with challenges, failures, setbacks, as well as joys, thrills and celebrations. Can you share a few ideas or stories from your experience about how to successfully ride the emotional highs & lows of being a founder”?
When we got one of our first big customers — if I remember correctly, it was Mercedes — I realized that maintaining an even keel was essential. I remember how my girlfriend reacted to the news of our success; she was thrilled and expected me to be over the moon. But when she saw my relatively calm reaction, she told me I wasn’t showing enough excitement. The truth was, I had learned to temper my reactions, knowing that the highs of success could be as fleeting as the lows of setbacks.
This approach has helped me manage the emotional rollercoaster of entrepreneurship. By not getting overly excited in the good times, I’m better equipped to handle the inevitable challenges without being overwhelmed. It also helps me sleep better at night, knowing that I’m maintaining a steady, positive attitude towards life
Let’s imagine that a young founder comes to you and asks for your advice about whether venture capital or bootstrapping is best for them? What would you advise them? Can you kindly share a few things a founder should look at to determine if fundraising or bootstrapping is the right choice?
The professional advice is that the decision between fundraising and bootstrapping depends on the product and market. You need to evaluate whether you can scale quickly and if the market is large enough to attract VC backing. However, more importantly, it’s a deeply personal question. Consider what brings you happiness and how you want your life to look. The path you choose for your company should align with your vision of the life you want to lead. Whether you seek the rapid growth that comes with VC investment or the control and independence of bootstrapping, the decision should ultimately reflect your personal goals and what will make you happiest in the long run.
Ok super. Here is the main question of our interview. Many startups are not successful, and some are very successful. From your experience or perspective, what are the main factors that distinguish successful startups from unsuccessful ones? What are your “Five Things You Need To Create A Highly Successful Startup”? If you can, please share a story or an example for each.
1. A Clear Vision and Purpose: Understand why your startup exists and what problem it solves. Your vision should guide every decision, from product development to company culture. It’s not just about making money; it’s about making a difference.
2. A Strong, Adaptable Team: Surround yourself with smart people that share your values, but come with complementary skills you lack. Your team should be adaptable, able to pivot when necessary, and committed to continuous learning.
3. Customer-Centric Product Development: Build products that solve real problems for your customers. Start with a minimum viable product (MVP), gather feedback, and iterate. Focus on delivering value and ensure that every feature is driven by customer needs, not just technology for technology’s sake.
4. Innovative Product: Your product should stand out in the market by offering something unique or significantly better than existing solutions. Innovation isn’t just about new technology — it’s about finding creative ways to meet your customers’ needs more effectively. Keep pushing boundaries to stay ahead of the competition.
5. A Culture of Integrity and Transparency: Foster a work environment where transparency, integrity, and respect are the norms. Encourage open communication, accountability, and a sense of ownership among all team members. This culture will not only attract top talent but also drive the company toward its goals with a shared sense of purpose.
What are the most common mistakes you have seen CEOs & founders make when they start a business? What can be done to avoid those errors?
Common mistakes include underestimating market research, overextending resources, and ignoring customer feedback. Avoid these by prioritizing thorough market analysis, maintaining a focused approach, and staying attuned to customer needs. Also, avoid getting out of focus by trying to solve too many problems at once.
Startup founders often work extremely long hours and it’s easy to burn the candle at both ends. What would you recommend to founders about how to best take care of their physical and mental wellness when starting a company?
First, recognize that being an entrepreneur is not a balanced job, and it’s not for everyone. The demands can be overwhelming, and the work often requires long hours that can take a toll on your physical and mental well-being.
Second, it’s crucial to make sure you truly enjoy your work. If you find joy in what you do, those long hours will feel shorter, and you’ll be more likely to maintain the energy and passion needed to push through tough times. Happiness isn’t just a byproduct of success; it’s a key driver of it. When you’re genuinely excited about your work, it becomes more than just a job — it’s a fulfilling journey. The road is the goal, not the destination or the exit at the end. It’s like climbing a mountain — if you do this just to reach the top, you’ll fail along the way. The only way to reach the top, is to understand it’s all about the journey itself — the difficulties, the sweat, and the breathtaking views along the way.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
At Blings, we aim to build better ways of communication. If I could start a movement one day, and I truly hope I will, it would be a movement that fosters genuine communication between people from diverse backgrounds and societies. This movement wouldn’t be about getting everyone to agree, but rather about creating spaces where people can truly speak and listen to one another. In a world where differences often lead to division, I believe that understanding begins with dialogue — where the goal is not to win an argument, but to understand the perspectives of others.
This kind of communication is the first crucial step towards peace, especially in regions like mine, where long-standing conflicts have created deep divides. By encouraging open and respectful conversations, we can start to break down the barriers that separate us and find common ground, even in disagreement. This, I believe, is the foundation upon which lasting peace can be built.
We are blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch, and why? He or she might just see this if we tag them.
I’d love to have a private breakfast or lunch with Ray Kurzweil. For those who may not be familiar, Ray Kurzweil is a renowned futurist, inventor, and author, known for his groundbreaking ideas on artificial intelligence and the future of humanity. We need more people dreaming about the future before we can build it. I’d love to hear his ideas and maybe share some of mine.
How can our readers further follow your work online?
You can follow our work on the Blings.io website and our LinkedIn page. We regularly update our progress and share insights about video technology and personalization.
This was very inspiring. Thank you so much for the time you spent with this. We wish you continued success and good health!
About the Interviewer: Douglas E. Noll, JD, MA was born nearly blind, crippled with club feet, partially deaf, and left-handed. He overcame all of these obstacles to become a successful civil trial lawyer. In 2000, he abandoned his law practice to become a peacemaker. His calling is to serve humanity, and he executes his calling at many levels. He is an award-winning author, teacher, and trainer. He is a highly experienced mediator. Doug’s work carries him from international work to helping people resolve deep interpersonal and ideological conflicts. Doug teaches his innovative de-escalation skill that calms any angry person in 90 seconds or less. With Laurel Kaufer, Doug founded Prison of Peace in 2009. The Prison of Peace project trains life and long terms incarcerated people to be powerful peacemakers and mediators. He has been deeply moved by inmates who have learned and applied deep, empathic listening skills, leadership skills, and problem-solving skills to reduce violence in their prison communities. Their dedication to learning, improving, and serving their communities motivates him to expand the principles of Prison of Peace so that every human wanting to learn the skills of peace may do so. Doug’s awards include California Lawyer Magazine Lawyer of the Year, Best Lawyers in America Lawyer of the Year, Purpose Prize Fellow, International Academy of Mediators Syd Leezak Award of Excellence, National Academy of Distinguished Neutrals Neutral of the Year. His four books have won a number of awards and commendations. Doug’s podcast, Listen With Leaders, is now accepting guests. Click on this link to learn more and apply.
