Philosophy

We are fierce advocates of Israeli innovation, expertise, and know-how. We are passionate about helping innovative Israeli firms succeed in the U.S., as well as globally. We decided to provide this service because so often, we see world-class Israeli technology accompanied by dismal, 3rd-world-quality business development efforts which were not well thought out. The illustrated story below provides a humorous example of how things sometimes get lost in translation between Israel and the U.S.. Just reverse Hebrew with English and you’ll understand what we mean.

A disappointed salesman of Coca-Cola returned from his assignment to Israel.

A friend asked, “Why weren’t you successful with the Israelis?”

The salesman explained, “When I got posted, I was very confident that I would make a good sales pitch. But I had a problem. I didn’t know how to speak Hebrew.

So I planned to convey the message through three posters:

First poster: A man lying in the hot desert sand … totally exhausted and fainting.

Second poster: The man is drinking Coca-Cola.

Third poster: Our man is now totally refreshed. And then these posters were posted all over the place. “Terrific! That should have worked!” said the friend.

“Well it didn’t!” said the salesman. “No one told me they read from right to left!”