What I am doing now

Most weeks are this. One standing session with a founder at seed or Series A: what the company sells, who it is for, how it is said, where the budget goes, and what happens on Monday. Mostly fintech, insurtech, B2B SaaS, AI and eCommerce, selling into the United States and Europe. I work with the founder, not through a marketing department.

I co-founded Margalit and I am building it. It is a WhatsApp assistant for people who run a business from their phone: hairdressers, cosmeticians, trainers, therapists. It takes the booking, sends the confirmation and the reminder, collects the health form, and keeps each client's history in one place. In Hebrew, 99 shekels a month, with customers on it. It is not marketing work.

I am the marketing one at Edge Collective, an advisory firm in Israel. A founder is read across strategy, product, operations, finance and leadership, each by the person who does that for a living, and then works with the same people on what came out of it.

The podcast. 31 conversations with founders and investors about how they worked with their own marketing people: what they hired for, what they got, and where it went wrong.