2.0
FIND MORE HAPPINESS AT WORK // HOW ONE COMPANY IS CHANGING RETAIL
GET BETTER AT HIRING
THE FAST TRACK TO GETTING YOUR MBA
(WELL, SORT OF)
Olami’s Major Impact: How this organization is making a difference
Intelligo’s foolproof strategy
Launch a
Successful Brand From the Start
Index
December 2019
WHAT’S IN A BRAND?
T
hese days, the term brand isn’t just used for companies. With the complete cultural shift of influencers as key players in the marketplace, people are turning themselves into public personas, making themselves into a “brand” of their own. I go back and forth on my feelings about this. Sometimes it feels weird to see people
describe themselves in this way, and I’m grateful to be an observer. Other times, I fret over the fact that I don’t have my own personal brand nailed down yet (or ever?). Of course, when it comes to business, it’s no secret that chiseling out a specific strategy and personality is of utmost importance. In this issue, Tzivia Cohen, founder of marketing company 14Minds, discusses in-depth how to do so, dissecting how to get your service-based business up and running. In another piece, Jordan Odinsky, venture capitalist at Ground Up Ventures,
B4. Make Work More Meaningful Productivity expert Avraham Markovich explains how to increase efficiency and engagement at the office
B6. Shop Smarter Neighborhood Goods is changing the retail game
discusses the company’s decision to invest in Neighborhood Goods, a completely new type of retail shopping experience. He goes into detail about how the unique aspects of the brand are what pulled Ground Up to get on board. When it comes to Judaism, things get more interesting. With increasing numbers of people
B10. Defining Your Niche Create a brand strategy that will boost your business
straying from their roots, kiruv organization Olami has had to think really big about how it can
B12. Artificial Intelligence
attract young people today. They “sell” the idea that Judaism is worth fighting for and that each
in Action
person’s voice and participation matters. (See how they’re working to do so on page 16.)
Intelligo is using AI tech to
Jumping from that approach, I started thinking about the fact that whether we promote ourselves on Instagram or not, we all already have a unique brand of our own — because Hashem made us that way. Isn’t a personal “brand” just another way of describing our individual neshamos? Each person walking around is a compilation of his or her very own
change how companies hire
B16. Olami’s Impact How the kiruv organization is revitalizing Jewish identities
mission, personality, look, and feelings, and that is exactly what we need to remember when deciding what to do in this world. I hope the articles in this month’s issue inspire and encourage you to look inward and define
B22. Read Up Rabbi Dovid Bashevkin’s takeaways from
that even more.
The Ten Day MBA
Alex Abel, Editor in Chief
P.S. We love to hear your feedback! E-mail me any time to share at alex@20magazine.com. Editor in Chief, 2.0: Alex Abel Chief of Staff, US Office: Michal Frischman | Production Manager: Esti Vago Graphics: Devorah Cohen, Chaya Perel Nojovitz | Copy Editor: Malka Winner | Proofreader: Shana Halpert E-mail: EDITORIAL@20MAGAZINE.COM • ADVERTISE@20MAGAZINE.COM
B2 |
2.0 DECEMBER 2019
BIG QUESTIONS PRODUCTIVITY Boost Office Efficiency
2.0
By Avraham Markovich
HOW CAN I CREATE A MORE MEANINGFUL AND PRODUCTIVE WORKPLACE?
was spending 90 percent of her time
In one case, we had an entry-level
We consulted for a company that had
micromanaging her employees. Because
employee straight out of college
a warehouse with nearly 100 employees,
of this, she barely had any time left to
thriving for six months in a position.
and they wanted to increase production.
focus on the company’s growth, leaving
When a managerial position opened up,
We started tracking every employee’s
her manager questioning why he was
we suggested the company promote
metrics and then let them know what
paying her to do just that — and creating
him. They decided to take that chance,
their stats were for that week and
a team of frustrated people. By working
and he only continued to succeed,
how it compared to the others in their
with her, we helped her learn to let go
helping the company grow even further.
department. Just having the employees
and trust her employees more. This
In another case in which we made a
led to them working harder and her
similar recommendation, the employer
specifically how they were doing raised
being much happier, plus it freed up her
felt it was too quick of a move. In this
production by 20 percent.
time to work on bigger initiatives and
case, the employee felt undervalued and
projects.
ended up leaving, which was an even
glad that they were recognized and
bigger loss for the company.
worked even harder. The ones who had
Oftentimes, a new manager can transform a team and production can
Many people are motivated by
aware that management knew
The ones who had high metrics were
a lower performance realized they had
skyrocket even when no members of the
the opportunity to take on more
to work harder if they wanted to keep
team change. Practically, managers should
responsibility and secure a higher-
their job. It helped all the employees
take time to get to know their employees,
level role (with better compensation
perform at their best.
Everything in the world that isn’t growing is dead. Trees, flowers,
THE RIGHT MANAGEMENT
help them grow their skill sets, and move
to match). Bring out the best in your
grass, animals — if they aren’t growing, they aren’t alive anymore.
The first step to creating a meaningful
them into positions where they can use
employees by giving them opportunities
team accountable, it’s important that
The only exception to this rule is people. People can stop growing
workplace is ensuring that the
their strengths and excel.
and awarding strong performance.
each member of your team has a clear
managers and supervisors help their
Of course, before you can hold your
understanding of their individual roles
and still be alive, but G-d created us with a purpose — to grow. This
team grow. That may seem obvious,
UPWARD MOBILITY
ACCOUNTABILITY
and responsibilities. Simply put, they
is true in all areas of life — and it’s true in the workplace as well.
but unfortunately, in many businesses,
Another way to create a meaningful
Accountability may seem scary, but it is
can’t be held accountable if they don’t
managers are essentially babysitters
workplace experience is to give your
actually a game-changer for companies.
know exactly what is expected of them.
who control and often micromanage
employees a chance to move up in
People do their best when they know
M
Making changes to the way you
their employees. Not only are managers
the company. Many businesses lock
their work is being seen and makes an
conduct your business isn’t always
any employees today
being creative, while others are drawn
too overpaid to play this role — but
employees into the roles they were
impact. No one wants to be embarrassed
easy. But by implementing meaningful
view their workplace as
to problem solving. Some people are
this approach also doesn’t yield the
hired to fill.
by a mediocre performance; on the
practices, you will be laying a
somewhere they have
energized by interacting with and
best results. Further, employees desire
contrary, most people want to be
foundation for a happier, more fulfilled
to be, not a place they
helping others, while others enjoy the
autonomy.
the ladder when management positions
acknowledged for their efforts, as
team, and a more productive and
become available, they bring in new people
well as praised and rewarded for their
profitable workplace.
successes.
want to be. But a job should be a source of fulfillment, a place where the work
freedom of independent work.
member with the tools, resources,
to assume those roles. When employees
is challenging and opportunities for
be placed in a purposeful role
and encouragement they need to
don’t feel there are opportunities for
growth abound. At work, individuals
that fulfills them. Fulfilling work
execute their responsibilities and reach
advancement, they don’t push themselves
should be able to grow every day toward
translates to higher productivity, and
their potential. The best managers
as hard or perform as well. Also, there is
Avraham Markovich is the CEO of Happili.Co. In his work, he consults
the goal of realizing their unique
higher productivity means higher
understand people’s different
actually less risk involved in moving an
with companies experiencing employee issues that result in a lack of
potential for the benefit of the whole.
profitability. That means everybody
personality styles and know how to
existing employee into a leadership role, if
wins, the employer and employee alike.
enable and inspire their employees to do
he or she has a demonstrated work ethic.
issues, he draws on his expertise in metrics, recruiting, and in-person surveys to
their best work.
Even if the current employee hasn’t been
maximize a team’s productivity. He can be reached at 516-668-6460 or via e-mail
there that long, it can still be better than
at letstalk@happili.co.
DEFINING “MEANINGFUL WORK”
It’s important that employees
Good managers empower each team
Rather than advancing employees up
Here are a few things employers can
What makes work “meaningful” is
do to help create a more meaningful —
very individual. Some people thrive on
and profitable — workplace:
B4 |
2.0 DECEMBER 2019
One of the companies we consulted for had an issue with a manager who
productivity and profitability. Helping companies get to the core of these
hiring someone from the outside. DECEMBER 2019
2.0 | B5
2.0
ASK A V.C. Investor Secrets Revealed By Jordan Odinsky and David Stark
WHY WE INVESTED IN NEIGHBORHOOD GOODS For the past few years, the
An inside look at the Plano, Texas store.
world has been hearing about the “death of physical retail.” As legacy brands such as
changing space of the world’s most
JCPenney and Macy’s face a
exciting brands, products, and concepts.
Neighborhood Goods enables digitally
More than that, Neighborhood Goods
native brands to make a seamless
is a community, bringing thoughtful
transition into a physical location,
a transformational shift in
people together to shop, eat, and learn
affording them the benefits of a
consumer shopping behavior
through its vibrant physical spaces,
concrete presence, while allowing
editorial channels, events, and in-house
them to stay focused on what they are
restaurants. The first store opened in
best at — rather than on developing,
always known, to experiential
Plano, Texas, in November 2018, and
launching, and operating their own
retail, in which brands bring
Neighborhood Goods just inaugurated
actual stores.
steady decline, we’re seeing
away from what we’ve
their products alive through storytelling and design.
in real life is the ability to walk out of a store with your purchase. One of the advantages of online shopping, on the
STORES NEED ONLINE AND
other hand, is efficiency: the ability to
ONLINE NEEDS STORES
bounce around effortlessly and not wait in lines.
CEO of Neighborhood Goods, we were
For years, people have been saying that
our company, Ground Up
excited to discover in him someone
e-commerce will wipe out physical
Ventures, formed a thesis
with a shared vision for the future of
retail. But even Amazon, the Angel of
offers different ways to shop to fit every
around a future of retail
retail. Alexander has the experience and
Death to brick-and-mortar businesses,
customer’s preference in a way that
that is omnichannel (or integrating
ability to create a retail brand of lasting
has shown a strong commitment to a
makes online and offline seamlessly
different shopping methods, like
significance in this evolving landscape.
new physical retail strategy through
flow into one another. “The goal
online, through a physical store,
That’s why he and his company caught
the opening of its own organic store
for us is to get out of the way of the
by phone, and so on), on-demand,
our eye.
concepts, Amazon Go and Amazon
customer,” Alexander says. “If you
Books, as well as with its acquisition of
want to come in and have a showroomy
Whole Foods Market.
experience where you buy something,
met Matt Alexander, the founder and 2.0 DECEMBER 2019
One of the advantages of shopping
Chelsea Market earlier this month.
s these trends unfold,
experiential, and curated. And when we
B6 |
another branch at New York City’s
OMNICHANNEL:
A
In line with these trends,
Neighborhood Goods is a new type of department store, featuring an ever-
Accordingly, Neighborhood Goods
DECEMBER 2019
2.0 | B7
2.0
ASK A V.C.
Investor Secrets Revealed
but you don’t necessarily want to carry
design of the store, which includes a
to loyal followers of these brands is
it home, we can ship it to you. If you
proprietary restaurant concept called
another way that Neighborhood Goods
want to order for in-store pickup, that’s
Prim & Proper, and which provides
is thinking about how to deliver value
fine as well. If you want on-demand
ample communal space to host
to its tenants beyond the physical space
delivery within a few hours, you can do
workshops, lectures, and other events,
of its store.
that. Or if you want to go the traditional
like product launches or parties.
online route and order from the comfort
For any experience to stay fresh, it
If you’re interested in learning more about
of your home and have it brought to
must be dynamic. Unlike traditional
Neighborhood Goods, feel free to visit them
you, that also works.”
department stores, at which the only
at neighborhoodgoods.com or follow along
things that occasionally change from
at @neighborhoodgoods.
SELF-SERVE:
visit to visit are the clothes on the racks,
FRICTIONLESS CHECKOUT EXPERIENCES
Neighborhood Goods will feature a
In the spirit of creating this frictionless
revolving set of brands and categories
shopping experience, Neighborhood
so that each visit to the store is an
Goods offers self-checkout in the store.
opportunity to discover and interact
is an investor at
Shoppers can scan an item’s barcode
with new companies, installations,
Ground Up Ventures,
and pay via the Neighborhood Goods
and events. This dynamism is even
app, eliminating any unnecessary
programmed into the in-store restaurant
capital firm based in the United
interactions with sales clerks or
concept: the menu evolves throughout
States and Israel, founded in 2018
waiting in line to pay. The app’s indoor
the day and covers everything from
by Cory Moelis and David Stark. It
positioning function recognizes your
breakfast and a coffee pick-me-up to
is a generalist fund that invests in
location in the store, and a member of
after-work drinks and weekend brunch.
pre-seed and seed-stage companies.
the Neighborhood Goods team brings you your items, bagged and ready to go.
EXPERIENTIAL:
CURATED:
Jordan Odinsky
an early-stage venture
Ground Up Ventures has invested in eight companies to date across
NO TIME OR ENERGY FOR DISCOVERY
the insurance, retail, financial, real
People want to be exposed to items and
estate, and enterprise verticals.
WHAT OFFLINE SHOPPING NEEDS TO BE
ideas that are new. However, most prefer
For offline shopping to stay relevant, it
that someone else do the “heavy lifting”
must become all about the experience.
of the discovery and filtering process.
“I don’t think retail is dead,” Neil
Neighborhood Goods delivers this
Blumenthal, the co-CEO of Warby
value proposition with a curated set
founding partner at
Parker, told The Wall Street Journal.
of brands that only includes the most
Ground Up Ventures.
“Mediocre retail experiences are
interesting emerging digitally native
dead.” While e-commerce may possess
category leaders and that covers
David was a builder and partner
an advantage for efficiency-minded
children, men, women, and lifestyle, so
at OurCrowd, a 1.2B Israel-based
transactional shopping, brick-and-
there is something for everyone.
venture capital fund, in which he
mortar locations have a clear advantage for social, experiential shopping. A core part of the philosophy of
Neighborhood Goods is also
David Stark is a
Before Ground Up,
invested in over 100 startups. David
producing and curating retail- and
started his career in Blackstone’s
brand-oriented content dedicated
real estate private equity group and
Neighborhood Goods is that the store
to “Behind the Brands” stories. The
is a graduate of the Wharton School
should be a neighborly gathering place.
power of these stories to upgrade
of the University of Pennsylvania.
This belief is manifest in the physical
shoppers from regular customers
B8 |
2.0 DECEMBER 2019
2.0
MARKETING 101 14Minds By Tzivia Cohen
MARKETING F
101 BUILDING A SERVICE-BASED BUSINESS
many different people, you’ll probably
what a service-based
need the equipment, space, marketing,
business is. A company
and manpower to make it all happen.
in this category provides
The more you own your niche, the
NAILING DOWN A NICHE Stuck on what to focus on? The good news is there are so many ways to specialize! Try combining two of these market segments to create your unique space:
intangible skilled or creative work to
fewer resources you’ll need, so there is
benefit its clients. Examples include
more potential for profit at the end of
accounting, consulting, landscaping,
the day.
Geographic: a specific location, climate, or population density
SCALE BETTER
Demographic: attributes like age, gender, income, education level, occupation
marketing, and software development, but there are so many more.
When choosing a specialty, you
If your target market is broad, every
may be thinking that getting a
project or customer will be very
new business off the ground is
different. You’ll constantly have to
difficult enough, and it may seem
work to gain the relevant knowledge
counterintuitive to limit your potential
or skills to perform well. This is not a
customer base. But the reality is
practical way to grow a business, and
that targeting a more specific niche
it significantly impacts your ability
will actually help you attract more
to scale. Conversely, if you know
customers, scale faster, and be more
everything there is to know about your
profitable. Here’s how to do it.
specialty, you can develop a standard
Psychographic: intrinsic values such as lifestyle, personality, traits, opinions Behavioral: behaviors like product usage, technology adoption, and so on Occasional: based on certain occasions or times of the year Firmographic: for B2B, attributes like company size, number of employees
process that gets a little bit better
CHOOSE MESSAGES THAT HIT HOME
every time you implement it.
In CPR training, we’re taught to ask
WANT EVEN MORE INSPIRATION? Here are some other examples of ways to take a business from broad to niche:
a specific person to dial 911, because
DIFFERENTIATE FROM COMPETITORS
if a person shouts “somebody call
It’s a crowded market out there,
911!” into a crowd, no one will take
and chances are you’ve got lots of
action, thinking everyone else is doing
competition. Consumers are savvy
it. Marketing is very similar to this
and skeptical, and they need to really
scenario. If you have a vague message,
believe that you are the right fit.
you’re shouting your message to
Specialization makes it difficult for
that specializes in implementing strategic marketing
“somebody,” and nobody is going to be
people to shop around, because there
campaigns for forward-thinking businesses. This column will
listening. However, if you have clearly
won’t be anything to compare to.
defined your specialty, you can be very
As an added bonus, you can charge
specific when you talk about what you
a slightly higher price point than
offer. When the right person gets your
competitors because you know your
business around it. Within four
Tzivia Cohen is the founder and
marketing messages, whether in a print
specific area so well.
years, this became a $20 million
CEO of 14Minds, a marketing
ad, on your website, or through social
An example of a company that
business with more than 50,000
agency that specializes in growing
media, they should immediately feel a
seamlessly hit all these points is
customers a month. The entire
businesses and nonprofits with
connection along the lines of, “This is
Drybar — a brand that provides one
process is completely consistent
innovative, results-driven campaigns. Do
what I need in my life!”
single service — blowouts for women,
in all locations, from the music to
you have questions for Tzivia? Send them
instead of everything else other hair
the choice of drinks the women
in to tzivia@14minds.com for a chance to
DECREASE OVERHEAD
salons offer. They found a really
are offered, and the possibilities
see them appear in our next column!
If you do a lot of different things for
specific niche and built an entire
for expansion are unlimited.
Meet Tzivia Cohen: Tzivia runs 14Minds, a marketing agency
provide advice and answers to entrepreneurs to help them navigate the complex process of growing their business.
I’M ABOUT TO LAUNCH A SERVICE BUSINESS. DO YOU RECOMMEND CHOOSING A SPECIALTY WITHIN MY FIELD FROM THE BEGINNING? B10 |
irst, let’s start with defining
2.0 DECEMBER 2019
Copywriting services vs. resume writing services for college grads Law firm vs. flat-rate legal services for small-business owners Cleaning company vs. same-day cleaning for apartments Photographer vs. wedding photojournalist
DECEMBER 2019
2 . 0 | B 11
2.0
ON THE RISE INTELLIGO
Hiring Using Artificial Intelligence
By Sabrina Brick
A COMPANY ON THE RISE MEET INTELLIGO
competition resides in the world
more accurate and even less expensive.
of companies that are still doing
The director quoted above said that the
background checks manually.
report he’d asked for could have cost $50,000 using a company that does
THE INVESTIGATIVE PROCESS
manual background checks, but because
To complete their comprehensive
of Intelligo’s technology, it had cut the
background check, Intelligo’s AI
cost down to just $3,000.
and machine-learning technology
“Since then, we’ve done many of
sifts through every source available,
these types of reports, and I have seen
including criminal, civil, state, federal,
myself how the accuracy of the reports
and county records, as well as financial
has become even greater while the cost
reports and social media, Mirvis
of the reports has gone down,” he says.
explains. Its clientele is comprised
In addition, the turnaround time
of investment allocators, private equity firms, large hedge funds, and
In 2012, Yahoo CEO Scott Thompson was fired after it was discovered that he lied about his academic credentials on his résumé. This is exactly the type of situation that Intelligo helps prevent, says CEO Shlomo Mirvis. The Israelbased startup, founded by Mirvis, Dana Rakovsky, and Nadav Ellinson, is using artificial intelligence (AI) and machine learning to streamline and simplify the background-check process so results are more accurate, faster, and more thorough than ever.
B12 |
2.0 DECEMBER 2019
B
investment banks. efore Intelligo came into
While AI is what makes Intelligo
existence in 2015, companies
so unique, the company balances it
or individuals who wanted
with human analysts who review the
to investigate potential
information to ensure 100 percent
employees or people they might invest
accuracy, shares Nadav Ellinson, vice
with could hire analysts to provide
president of product management
background checks to ensure the person
and a cofounder of the company. The
they were about to hire was trustworthy.
technology is so advanced that it can
In the best-case scenario, Mirvis
achieve a level of 90 percent accuracy.
says, these analysts would spend
The human involvement acts as an
weeks sifting through information,
insurance policy to bridge the gap and
and then turn it into a comprehensive,
reach the full 100 percent.
understandable report that could
“That’s something that’s unique in
cost tens of thousands of dollars. But
and of itself,” Ellison says. “We’ve built
because we live in a world saturated
a platform internally, which allows
with data, these background checks
analysts to be able to interact with the
were often difficult to read and
data and to have that molding together
understand.
of human and machine. It leads to very
So Intelligo’s founders credit their success to doing what no one else has
high efficiency.” One of Intelligo’s directors and
to getting the information in hand is
INTELLIGO’S FOUNDERS CREDIT THEIR SUCCESS TO DOING WHAT NO ONE ELSE HAS — PROVIDING COMPREHENSIVE BACKGROUND CHECKS USING NEW AND ADVANCED TECHNOLOGY
the importance of due diligence in the
much quicker than before. Intelligo
hiring process, he approached Intelligo
sends a comprehensive report directly
for a background check on their
to its client’s inbox within two to three
potential hire.
business days of the initial request,
“They did a report on the person
compared to the two to three weeks
that was very thorough and accurate,”
it can take to receive a report from
he explains. “Basically, we thought we
a company performing the checks
knew him and then realized we knew
manually. This allows the client to
nothing about him.”
move on to other opportunities much
Because of Intelligo’s background check, he didn’t hire that person. But
faster or proceed confidently without delay.
he was so impressed with Intelligo’s
“The real money-saving, though,
work that he decided to invest in the
is on the other end,” Ellinson says. “If
company.
we find something that a competitor
“I’ve been in the story since the
didn’t, and they choose to not invest
beginning as a client, as someone who
because of our background check, they
used Intelligo for due diligence for
can often save many millions of dollars
projects for our company, and then as
on avoiding bad investments.”
an investor who has seen it go from very
Siegman offered an example of
little technology and a lot of human
one report that Intelligo produced,
interaction to mostly technology and
which found that a fund manager had
very little human input,” he shares.
fabricated having graduated from
done — providing comprehensive
investors (who has chosen to remain
a certain university and that he’d
background checks using new and
anonymous) became involved when
SAVING TIME AND MONEY
been involved with multiple lawsuits.
advanced technology, says Rachel
he and a friend were looking to hire a
Relying mostly on human intelligence
Because of this information, the client
Siegman, director of marketing. Their
CEO for a company in Africa. Knowing
is a costly operation. Now, results are
was able to accurately assess the levels
DECEMBER 2019
2 . 0 | B 13
2.0
ON THE RISE
INTELLIGO
Nadav Ellinson, co-founder of Intelligo and vice president of product development, poses in front of the company’s sign at their headquarters in Petah Tikva.
not have a complicated hierarchical structure, decisions can be made quickly, and young employees can easily work their way up. “When people come into work, they’re not just coming in to work for a company that is paying them a salary. Rather, they are coming in to achieve a mission and to be able to change an hired that driver is using Intelligo,
convenient and affordable, and the
they would immediately get a flag
results come back quickly.”
about what happened. “When you do
Shlomo Mirvis, CEO and co-founder of Intelligo, involves the team in a strategy decision.
unique position he is in to create a
it in a way where there’s a machine
ACHIEVING A MISSION
company culture. His original goal,
that constantly monitors them, you’re
Intelligo models the innovation they
which he says he’s achieved, is to put
preventing the liability of having
offer to others in their own work
together a dream team of clever and
suspicious activity [and] dubious
someone on your team who could be
environment as well. Siegman notes
intelligent employees, so everyone can
and ultimately chose not to invest with
connections, and understand the risks
dangerous,” he says.
that all the walls in their offices
constantly learn from each other. He
him.
that can be either with people you invest
are glass, echoing the transparent,
says he looks for people who smile a lot,
trustworthy company culture.
so they can better deal with a startup’s
It’s that kind of quality that continues
with or your own employees.”
Another way Intelligo is changing the way people view background checks is
A practical example of ongoing due
that they are no longer waiting until the
stays with the company or individual
diligence is hiring an Uber driver who
very last minute in the hiring process to
mentality with a high level of success.
realizes how important it is to have a
even after the new employee or
passed the initial background check, but
order one. Because background checks
“Some of it may come from general
positive demeanor when working with
executive is brought on board.
just a month later commits a crime in a
used to be expensive and cumbersome
Israeli chutzpah,” she says. “People
a team.
different state.
to wait for, with no alternative option,
aren’t questioning or nervous. Here,
people would order them right before
[what’s rewarded] is the ideology
be an industry leader yet his ultimate
they were planning to close a deal.
of hard work reaping benefits. That
dream is to create a more reliable,
provides a lot to startup culture. They
transparent world. So his desire
“[The person you hire] might be great when you [first] bring him on, but
2.0 DECEMBER 2019
As CEO, Mirvis spoke about the
of risk associated with the individual
past the hiring stage as well. Intelligo
B14 |
industry.”
“He’s already a licensed Uber driver,
She also credits Israel’s startup
constant challenges, and because he
Mirvis says his goal is for Intelligo to
then he could have issues a month, two
and you have no way to know about
months later, a year later,” the director
the crime because you already did a
quoted above explains. “The machine
background check,” the director says.
doing research, and right at the end,
work hard and late, and are willing and
includes having other companies
that they created does ongoing due
“You could technically go ahead and
all of that investment would have been
happy to do it because they are making
they’re in competition with thrive as
diligence. So it’s constantly crawling
order a background check every year,
wasted,” Ellison explains. “Now we
an impact.”
well. Not only does that competition
and monitoring the Internet as almost
which a lot of financial institutions
see clients doing background checks
a ‘Big Brother,’ where you can see
do.” But if the person or company who
much earlier because they are more
“They’d spend a lot of time and effort
Ellinson addressed the fact that because Intelligo is a startup and does
create a better product, he says, but “their success is my success.”
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DEEP DIVE OLAMI
Shaping Jewish Leaders
By Tamar Skydell
Picture a room with hundreds of young Jews all united in one mission — getting closer to Judaism, reconnecting to its meaning, and bringing that excitement back home with them to share with others. That’s exactly what the Olami Impact Accelerator conference creates. Every year, through powerful workshops, speakers, and personal connections, with both peers and role models, a new group of leaders from around the world is chosen to meet and then return home to countries across the globe to implement what they’ve learned — and to continue their own personal journeys of Jewish growth. The most recent Impact Accelerator conference was held from May 26 to June 2, in Spain.
O
OLAMI
INFLUENCING FUTURE JEWISH LEADERS WORLDWIDE B16 B16 || 22..00 DDEECCEEM MBBEERR 22001199
lami was created 18 years
principles, and culture. A key aspect of
ago by Zev Wolfson and Elie
their work is focused on the yearlong
Horn, two esteemed Jewish
Impact Accelerator program where they
philanthropists, with a goal
promote and inspire the leadership
of educating young secular Jews about the significance of including Jewish
Jackie Engel, Olami’s director of
principles and awareness in their daily
leadership development, explains
lives.
that the goal of their programs is to
Although Wolfson passed away in
give Jews clarity and direction about
2012, his family has continued to be
the things they care about. “Torah
heavily involved in his initiatives and
can impact you in a very positive
projects. The Wolfsons and Horn were
way, whether it’s through your
driven by the desire to make a difference
career, friendships, dating, or overall
and perpetuate Jewish identity and
happiness,” she says. “We try to show
continuity, especially in secular
people how Jewish wisdom is relevant
communities. They’ve been funding
to their lives now.”
various organizations for decades, but
Nadav Ellinson, co-founder of Intelligo and vice president of product development, poses in front of the company’s sign at their headquarters in Petah Tikva.
component.
The launch of Olami was monumental
about three and a half years ago, they
for Jewish leadership globally, as it
realized they’d have more impact if they
initiated a strong link with hundreds
fused into one branded entity, which led
of organizations, all united with the
to the creation of Olami.
common goal of strengthening and
Olami now funds a whopping
educating secular Jewry. Engel says that
320 organizations, all focusing on
Olami works on “galvanizing young
unaffiliated Jews, in order to propel
leaders to help make an impact and form
their exploration of Jewish learning,
connections among Jews.” DECEMBER 2019
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OLAMI
“THE CONFERENCE IS ALL ABOUT BUILDING PERSONAL CONNECTIONS WITH PEOPLE, AND WE INFUSE THAT INTO EVERYTHING.” Olami’s branding tactic touts the
the help desk at Apple that goes by the
selective and exclusive. Local
spiritually and emotionally enriched,
same name. Conference attendees can
organizations that participate in Olami
the goal of the few days together
meet one-on-one with a “genius” VIP of
around the world nominate their best
revolved around empowering them
their choice and use that opportunity to
students, and Olami students can also
to make an impact on the world at
bounce off any idea or question about life,
refer other students. The candidates are
large. “Stepping up to help others and
business, and Judaism. Engel confides
then required to submit an extensive
taking action shapes your own personal
that the “Genius Bar” was a highlight of
application and, finally, are interviewed.
growth,” Engel says. “They’re not just
the whole trip, explaining that it helped
The students need to have prior
talking the talk. They’re internalizing
intensify the swell of Jewish identity,
leadership experiences under their belt
the Jewish education and personal
connection, and pride that was built up
before applying to the conference. Even
inspiration, and using that to make a
throughout the conference.
an experience that seems as simple as
difference.”
sentiment. “The conference offers the
Israel, and Rabbi Akiva Tatz were just
leadership of young Jewish adults and
students Jewish leadership training,
two out of many high-profile educators
students, rather than that of rabbinical
a sense of family, belonging, and
who took part in the conference. Howard
mentors at the Genius Bar included
or counseling figures. She explains that
community,” she says. “We have a
Jonas, founder of the IDT Corporation,
Rabbi Lau (mentioned above), Ralph
involving young adult ambassadors is
huge network so we can connect them
and Ralph Herzka, CEO of Meridian
Herzka (also mentioned above), and
countless applications,” Engel says.
countless organizations across the
a crucial aspect of their programming.
with business, career, and mentorship
Capital Group, also participated, among
Sol Werdiger, the president and CEO of
“We sift through them and look for
globe, all of whom laud the conference
“The next generation is being inspired
opportunities. The conference is all
others. David Yarus, the creator of
Outerstuff LLC.
the stand-outs. We want to see leaders
for its ability to unite and motivate
and empowered by their peers, rather
about building personal connections
JSwipe, a Jewish dating app, came to give
with passion, leaders who are articulate
young Jewish professionals. Rabbi
than by rabbis, in order to show the
with people, and we infuse that into
media, practical, and interpersonal skill
professionals involved in Olami, praised
and well informed. We want to hear
Menachem Lehrfield, from Denver
living proof of the benefits of Jewish
everything.”
training.
this unique aspect of the conference
their deep, sincere, and thought-out
Young Professionals, reported back
as an opportunity to gain insight into
reasons for why they are interested in
that “the leaders have excelled in many
“The ambassadors themselves are
THE ITINERARY
says, explaining that “educational
a certain area of leadership, to get
the program… It’s important that they
areas. Firstly, in their commitment to
evidence of the improvements that
Engel and Charlie Harary, a renowned
themes of responsibility and courage”
advice on what they’re doing in their
have that sense of accomplishment and
our board and to taking responsibility
Olami will bring to your life.”
inspirational Jewish speaker, planned
were woven into discussions while
communities, and essentially to “pick
duty. If they are going to be leaders on
for all of our JewPro programming.
their brains on anything.”
Olami’s Impact Accelerator, they need to
Secondly, in their active desire to bring
know what it means to step up and take
in new people to our program who
responsibility.”
previously were not involved. To date,
education and affiliation,” she says.
Olami chooses its most valued
Every year’s itinerary is unique, Engel
Some of the people who served as
Marcus Mendleson, one of the young
the curriculum for the conference.
participants learned about the Spanish
ambassadors to partake in a yearlong
Impact Accelerator summits have been
Inquisition. An all-day leadership
Impact Accelerator program. Each
put together by Olami for the past three
conference in the hotel consisted of
THE APPLICATION PROCESS
year, the program culminates in a big
years, providing Jews all around the
“breakouts, think tanks, lectures, and
The process for choosing ambassadors
conference. It’s an event that further
world with the opportunity to meet and
discussions,” which were useful before
to attend the conference is highly
instills Jewish pride and leadership
make a difference. There’s a small but
their Erev Shabbos tour of Toledo. Rabbi
within them. “It moves them to a place
dedicated logistics team that arranges
Lau’s participation on Shabbos was
of unwavering certainty in their roles
the touring, scheduling, and nitty-
incredibly uplifting. And then Sunday was
as Jewish leaders,” Engel says. “They
gritty details of the trip.
spent brainstorming ways to get involved
emerge from the conference with a
This year’s whirlwind, jampacked program commenced with an
potential of their impact. We want them
invigorating opening ceremony, and then
philanthropists who want to partner
to have the courage to stand up for what
participants toured Segovia and Madrid,
with Olami and see the work that we
they believe in. We provide them with
partook in a leadership conference in
do,” Engel says. “We match these VIPs
peer support, inspiration, and clarity of
Toledo, and networked with a diverse
as mentors to the ambassadors.”
vision for what they’re doing.”
range of successful VIPs, who offered
Michal Nordmann, the director
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committee is beneficial. “Olami’s Impact Accelerator receives
Although the more than 500 ambassadors left the conference feeling
The conference’s attendees leave the trip feeling motivated and ready to work. Olami has heard back from
there have been 15–20 new people, which in Denver is a huge number.”
and make a difference back home.
newfound sense of understanding of the
of marketing at Olami, echoes the
participating on a school leadership
“There are prestigious Jewish
The programmers put a clever twist
personal and business mentorship. Rabbi
on the networking aspect by creating a
Yisrael Meir Lau, former chief rabbi of
“Genius Bar,” with a concept similar to
A scene from the open-air beis midrash session in Toledo, Spain. DECEMBER 2019
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DEEP DIVE
OLAMI
he explains. “He taught me that Judaism is all about connecting to one another in a warm way.” Mendleson explains that he was hesitant to get involved in Orthodox programs, such as Aish’s Olami, because he was not religious and did not think he would belong there. However, after Rabbi Muller passed away, Mendleson felt an unmistakable void in his life, and he knew that he
Joseph Gunsburg from the Israel Olami oragnization, Nefesh Yehudi, poses for the camera
Rabbi Aaron Katz, from Meor at Temple University, explained that
“IF WE CAN GET 70 NONRELIGIOUS JEWS IN ESSEX TO KEEP SHABBOS FOR ONE WEEK, THINK OF WHAT WE CAN ACCOMPLISH THROUGH HUNDREDS OF OLAMI ORGANIZATIONS AROUND THE WORLD ...”
had to reconnect. He started attending
“empower the students and their peers on a grassroots level, showing that Judaism is cool, valuable, and necessary.” She says it’s imperative that the Orthodox community gets involved in kiruv. “The observant world may perceive it as giving, but they are truly benefiting and giving back to themselves at the end of the day,” she
Shabbat meals at the home of Rabbi
do things, but they don’t want to have
things are being thrown at you, so it’s
explains. “When they realize that they
Mendy Brukier, an Olami educator
to go out and search for it,” he says.
easy to learn and hold onto our religion,
are mentors and role models, they gain
originally from New York, which led
“Together, we worked hard to recruit
but once you’re out of school, you need
passion and clarity by showcasing their own skills and knowledge.”
him to further his involvement in the
70 people in Essex who pledged to keep
to search for Jewish inspiration and
shown tremendous personal spiritual
organization. He became close to Rabbi
Shabbos one week, in an imitation of
wisdom on your own.
growth.”
Mendy, who advised him to get involved
the Shabbos project.
their student leaders helped engage
Engel says that a potent way of promoting Jewish leadership is to
in Olami’s Impact Accelerator program
“We learn about how Havdalah can
The frum Jews will become deeply inspired when they watch and
be done, how Kabbalas Shabbos can be
understand the power of kiruv, and it
the majority of the community is barely
done. People are shocked when they
helps their own Judaism thrive when
affiliated. It was really powerful to see
come — they had no idea Jewish customs
they get to be part of that exciting
“This was a really big deal for us, as
over 200 new participants to their
THE STUDENT PERSPECTIVE
programming, and they brought in
Mendleson, the young Jewish
over 70 young professionals to join
professional mentioned above, is an Olami
impact of the program until you’re
my neighbors, friends, and peers join
could be like this, with singing, dancing,
process. It creates an electric cycle of
their committed learning program.
ambassador from Essex in Northeast
on it yourself,” Mendleson shares. “I
together, and it made me understand
music, socializing. It helps us grow and
inspiration within both the frum and
This Meor rabbi says that they all
London. He says his involvement in
was able to meet hundreds of other
the power of a communal effort. If we
retain our Jewish identity in an exciting
secular worlds.
“really stepped it up, stepped out
Olami has changed his Jewish identity.
young Jews just like me from 28 other
can get 70 nonreligious Jews in Essex
yet powerful way.”
of their comfort zone, and worked
“I am proud to stand up and share my
countries. Hearing about what they do
to keep Shabbos for one week, think
extremely hard. They are dedicated to
Jewish experience, thoughts, feelings,
in their communities to engage their
of what we can accomplish through
the strategic development of the
for secular Jews, as it strengthens
not only reaching the Olami goals, but
and connection,” he says.
peers lit something inside of me. It
hundreds of Olami organizations
organization is. “We need to make
their affiliation and helps keep the
made me realize that I wanted to do
around the world… It’s as though I have
sure our messaging is consistent and
fire alive. However, he stresses that
more and make a difference.
this fire lit within me, now that I’ve
correct,” she says. “When crafting a
it is important to have leaders who
come to understand that I can truly
marketing strategy, it is essential
are approachable and relatable for
make a difference.”
that you know your audience. You
irreligious Jews.
to really building relationships with
Mendleson grew up mostly secular,
and attend their conference in Spain. “It’s impossible to grasp the
the newly engaged Jews, which has
with elements of traditional Judaism
shown, and will hopefully continue
woven in throughout his life. “I partook
to show, real growth from the new
in a lot of Jewish extracurricular
attending dinners, and socializing, but
students.”
activities when I was growing up,”
I realized that I needed to take an active
“Yes, I had been going to barbecues,
Nordmann explains how important
need to recognize where the students
Mendleson says that Jewish leadership and education is imperative
Marcus says, “To us, a real Jewish
he says. “I worked at my local JCC in
role. I came up with different ideas and
A REVITALIZED JEWISH IDENTITY
are coming from and what they’re
leader is someone who is patient and
“were also an unbelievable team;
various leadership roles, and my family
initiatives that we’ve put into practice
Mendleson explains his mindset shift
looking to gain.” She explains that
explains everything. A real Jewish
as opposed to competing with each
always focused on celebrating the
now, and it’s shown me the power of
— on the surface, Orthodox Judaism
Olami tries to put themselves in the
leader allows everyone to feel accepted
other, they really worked together,
holidays together.”
both the individual and the community
can seem radical or unapproachable and
mindset of a student and a young
and welcomed. Everyone wants to feel
as a whole.”
almost frightening to Jews with little
professional. They strengthen their
part of something that, as Jews, is our
to no religious affiliation. It’s a stigma
understanding through testing various
birthright. It’s who we are, and it’s who
He adds that these student leaders
covering for one another at times when
When asked about having any Jewish
some were unable to give it their full
mentors, Mendleson was quick to point
attention. We would meet as a group
to a rabbi from his neighborhood’s
was passionate about was Shabbos.
Olami works hard to eradicate. “The
messages and programs, and they
we will always be. A real Jewish leader
at least twice a week, which also really
Chabad. “His name was Rabbi Moshe
In his small community in Essex, he
conference shows us how fun Jewish
collaborate regularly with students and
wants to open the doors for everyone
helped bring them together, and we had
Muller, and he was a friend and a role
says, there are mostly nonobservant
life can be for a person in their 20s,”
educators in the organization in order
to understand, realize, and enjoy that
an ambassador Shabbos. Each one has
model to me, rather than just a rabbi,”
Jews. “They want to be involved and
Mendleson notes. “In Jewish school,
to do so.
privilege.”
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One of those initiatives Mendleson
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