Sydney Sweeney has great jeans, and now I have two.

Simple, classy, and with a strong statement. What a great ad and the fact that it got the whole woke movement on their feet only helped it explode, even earning a reaction from President Trump.

I saw it, I liked it, and here I am, two weeks later, buying two new pairs of jeans.

The joke is on those who amplify what they don’t like.

In today’s Storyletter:
• Rethink your ideal client
• Finally, I’m free to create
• Fun stuff – Weekend vibes

If you are selling to your ideal client, that is service. If you are selling to your leads, that’s selling.

Sales.
A human art form, in my opinion.
Your ability to make people do something, buy something, or act a certain way.

Sales and marketing experts love buzzwords and acronyms.
ICP – Ideal Customer Persona.

ICP describes a buyer who is a good fit to buy a company’s product or service.
The problem starts with the word ideal.
It means a perception of what is perfect or most suitable.

If an ideal client buys from you, it’s service.
When a client is a good fit, not ideal but needs or likes what you offer, that’s sales.
Think of all the times you had a discovery call that wasn’t an easy one, but when you showed them some specific things or options, they said “OK” and ended up becoming your best client.

When a client who didn’t need your services buys from you, that’s bad sales.
A great example could be a company that pushed me to buy an expensive service they offered for podcasting. They ended up giving me great service but a poor solution. I was not happy and quit quickly.

Today’s salespeople focus on ICP and hope marketing will bring enough leads that fit that profile.
Allow me to suggest a different option.

Your bullseye, the target, is the ICP, but we should aim for everything else around it.
We need to plan for it.

That means knowing what a GCP might be.
GCP – Good Customer Persona.

This profile means they are missing one or more of the ICP traits and need a different way of selling.
If you can identify what is missing, you can address it quicker during a discovery call.

The GCP might be the right company size but the person isn’t the decision maker.
They might not have the same sense of urgency or budget.
In other cases, they might not have the exact needs as your ICP.

Make sure to revisit these definitions once a month and keep improving them.
Use sales calls to find loopholes that could be improved.

Define your ICP and from there, define how you react and what you say when most of the clients are GCP.

If we have the best product with strong brand positioning and a line outside the door, life is easy.
For most of us, that isn’t the case, and in today’s business climate, we must focus on closing more rather than complain that marketing didn’t do their job.

Take the easy win with your ICP, and focus on your GCP to prove you are good at selling.

Chill & Enjoy

🎧 Music
This week’s newsletter was created while listening to Moby’s concert – listen here.

🎬 Adulthood is funny
A great trailer for a dark comedy. Love these types of movies – watch here.

🍿 Ethan Hawke
Such a great story and cast. Can’t wait – see the trailer.

Resources

📺 How to win the SEO game and AI search in 2025 – Full episode here

💡 The Business Storytelling Guide – A complete guide on how to implement storytelling to improve your business quickly. Available here

📕 My Amazon best-selling book F*ck The Slides – How to Create a Winning Pitch. Available here: Kindle/Print/Audio

📺 My YOUTUBE Channel: Interviews, tips and some fun content Available here

We can rewire our brains to achieve more.

This week, it’s about how to sell, stay positive when our backs are against the wall, and more than that, stay together.

Ask people how you can help them, without expecting anything in return.
It’s still a shocker to me how things roll when you first offer to give.

In today’s Storyletter:
• Sell more – Push VS Pull
• Building in Public
• Fun stuff – Weekend vibes

Most sales calls fail before they even begin.
Why? Because most people are so focused on closing, they forget to connect.

Most companies spend most of their time on marketing, getting more leads to the top of the pipeline. They also forget it’s all about closing more sales, not getting bigger numbers.

Over the course of the last three months, I’ve spent a great deal of time helping companies improve their sales capabilities, and they all make this one mistake:
They push instead of pulling.

They focus too much on getting a sale instead of building the relationship. While most salespeople spend hours preparing, days learning, and months crafting their skill, they forget to measure the most important thing: emotions.

Every salesperson knows a discovery call is the same. You hype yourself before it starts. You get ready. You know all the information, the data.
They — the potential client — know you want to sell, probably at all costs, no matter what.
They have a problem. You have a solution.
Now let’s dance.

So why do most salespeople go on the call and lose the sale?

What if it’s not a sales call?
What if it’s a real discovery call?
And what if your goal is to hype them just as much as you are about your product or service?

If they came to buy and you sold them, you served them.
If they had a budget and you found a solution, you served them.
If they just came to look and they bought — that’s sales.
If they had a budget and they spent above it — you made a sale.

It’s not about convincing them.
It’s about helping them convince themselves.

To create the right environment, you need to prepare a few things:

• Agenda – People love framing. It helps them know what to expect.

• Set the stage – Control the situation. You lead the way, all the way. From asking questions to managing expectations, make sure you are in control — or they will be.

• Plant the seed for the next call (relevant for discovery calls) – Do this before you even start presenting your product.

• Craft your one rhetorical question – If you offer them these things, they have to say yes. This takes out doubt, solves a problem, and turns the discussion from “if” to “how.”

• Speak with confidence – Record your calls and eliminate any hesitation.

• Repetition – What’s the one thing you must repeat so they understand your solution is the best for them?

• Prepare the final few minutes – Don’t let them lead. Close the meeting with clarity about what happens next.

We’re not looking for any sale.
We’re looking for the right sale.

You don’t need to throw everything at your audience.
You need to give them just enough to ask for more.

Review this again and let me know how you feel about it.

Need help?
Reply to this email and let’s chat.

Horribly wrong

I think sometimes things need to go horribly wrong for you to learn something new. The war with Iran was hard for me in terms of concentrating, but it also made me work smarter.

The situation didn’t impact me at all. Or so I thought.
My sleep slowly became lighter, I started waking up with every noise around me, became more alert, and with that, less focused, tired, and overall, who wants to create marketing content when war makes everything feel so irrelevant?

So my focus became routine.

Waking up early every morning, going to a coffee shop (if one is open), having a latte, logging in, and getting to work.
The plan was 2 to 3 hours a day of uninterrupted work.
This became 3 to 4, and between you and me, it’s more than most of us usually get.

Between calls, meetings, working from home, and other stuff, we are not the most productive workers.

Slowly, I noticed I was using the outline I created six months ago in Thailand. Only this time, it was to help cope with stress and lack of sleep.

Here’s where my week becomes interesting:
Daily creation is between 9 and 11 every day now, at least four times a week.
I focus most client meetings, lead discovery calls, and other external conversations on two full days (Monday and Wednesday. Note: my work week in Israel starts on Sunday, so make your changes if you need). I also added a few hours on Thursday afternoon before we sign off for the weekend.

I allocate client work to the in-between meetings. I’m now structuring each contract into a full timeline so it becomes easier to plan time for meetings and deliverables.

The rest of my time is allocated to business growth: writing, thinking, team meetings, and other stuff.

When our backs are against the wall, that’s when we often find the strength to create our best work.

Clients
Had a great week with two clients pitching. One at a conference in San Diego, the second to potential clients in Holland. Both were a big success.
Some great work on customer journey, showing potential, and two other clients seeing bottom-line increase week over week.
Same marketing, same budget, same team, different message.

Weekend Vibes – Enjoy

🎧 Music
This week’s newsletter was created while listening to this Chill House playlist
YouTube – Flavour Trip

🎬 Housing
Would you live here?
Tokyo’s strangest apartment building

🍿 The Running Man
Once in a while comes a movie I really look forward to watching.
The Running Man (2025) trailer

Resources

💡 The Business Storytelling Guide – A complete guide on how to implement storytelling to improve your business quickly. Available here

📕 My Amazon best-selling book F*ck The Slides – How to Create a Winning Pitch. Available here: Kindle/Print/Audio

📺 My YOUTUBE Channel: Interviews, tips and some fun content Available here

One thing we know about our schedule is that we’ll sleep. More or less, but it has to happen. We can’t live without it. So, what if we treated vacation time the same way?

This week, I was invited to snowboard for a month in Japan. It’s been a dream of mine, on my bucket list for years, and I said, “No thanks.” Why? Because I’ve already planned my vacations for this year—surfing in Mexico, riding motorcycles in South Africa, and maybe a week in Mallorca.

Did you start your year by planning your vacation goals before anything else? If not, why not? It’s like air—you’ll need it. And if you did, where are you headed?

In today’s storyletter:

• We are becoming the AI
• Tech stack—Beehiiv
• The content poll
• Building in public
• From the webLet’s go!

THOUGHTS

Artificial Idiots—or for short, AI

Give people too many options, and they get lost. Give them too many tools, and they become lazy. Overload them with endless information, and they grow dumber.

With the explosion of new bots, agents, automation platforms, and content-creation tools, we’ve convinced ourselves we’re improving. Digest a book in 10 minutes instead of actually reading and learning? Amazing, right? No. We’re becoming artificially smarter, but in reality, we’re growing dumber.

Most people are consuming more but absorbing less. How often have you heard someone say, “Yeah, I heard it somewhere, and I think it goes like this”?

We talk endlessly about tools, but only a handful of people truly implement them. Most people around me are actually getting worse at writing, brainstorming, and even speaking English—yet their polished LinkedIn posts are going viral.

The irony is that all this productivity is making us less productive. We’re overwhelmed by the constant push to catch up with the latest app, agent, or tech craze. What we really need isn’t more noise—it’s less. We’ve become so obsessed with “creating” and “improving” that we’ve forgotten the craft itself. And that’s what really matters.

Another AI event, more networking meetups, another productivity workshop, or a “find your passion” webinar?

STOP. Please, just stop.

Slow down. Close all your tabs. Delete the emails and messages you don’t need. Choose one book. Visit that coffee place you’ve always wanted to try. Meet a friend for 30 minutes without checking your phone. Walk alone in a market or outdoors, and just let it be.

Consume to learn. Consume to enjoy.

Maybe pick one tool that truly enhances your work or quality of life. Implement it slowly and forget about the rest. Trust me, it’ll still be there in a month or two.

If you improve your craft, AI can amplify your skills, enhance your abilities, and help you enjoy your passion more. But right now, it’s causing stress, FOMO, and an endless cycle of doing what everyone else is doing.

Don’t be an artificial idiot. Be better than yesterday.

Tech Stack

Platforms that can save you time

In Short – My Newsletter Platform

What does it do?
Beehiiv is the platform I use to create and manage my newsletter.

Why is it interesting?
In 2025, newsletters remain one of the most effective tools for owning your audience data, connecting with customers, and growing your business. Beehiiv was built by the creators of Morning Brew, who scaled their newsletter into a $100 million business. They’ve now turned that expertise into a platform designed to help others achieve similar success.

Cool features
While there are countless newsletter platforms, Beehiiv stands out with its news-focused design, user-friendly dashboards, and unique features. Each newsletter becomes a webpage on an external website, and you can choose between free or paid subscriptions. Their referral system and automated emails provide an edge for scaling, and the built-in ad platform simplifies selling ad space.

Lacking
The dashboard could use some improvement—some of the data feels repetitive, and the layout isn’t always intuitive. The poll feature is another drawback, as it redirects users outside the platform, which can be frustrating.

Verdict
I’m in my second year using the premium plan (around $1,000 annually) and have grown accustomed to it. While I’m probably not using half of its features, I’m making it a goal to learn at least one or two new tools in the coming weeks to maximize its potential.

Building in public

If you write your goals, you’re 42% more likely to achieve them.
Do you want me to repeat that? Writing your goals down makes you 42% more likely to achieve them.

I think the scary part isn’t writing goals—it’s the fear of failing to achieve them. But i’m learning how to deal with this by defining my goals better: writing more, making slow improvements, and just keeping at it.

My First Week of YouTube

This is so hard! I’ve committed to uploading two videos a week, and you can see my Building in Public video here, which I’m really proud of. The second video is my Educational Thursday series, where I try to share some knowledge. I stayed up until 2:30 a.m. to finish it, and while I’m not happy with the audio, colors, storytelling, or editing, I’m incredibly proud of two things:

1. I said I would do it and followed through, even when I wanted to quit.
2. I created a list of things to improve next time and am now focusing on those small adjustments.

Success – Small Wins?
I need to get better at talking to the camera. So every day after work, I record a short, five-minute improvisation. No script—just me staring at the camera and talking. Imagine how much better I’ll be in 100 days.

I’ve also been posting daily on LinkedIn for the past three weeks. I’m writing mostly for myself and enjoying the process. I already have another dozen posts written. What I love about this process is drafting, letting it sit for a few days, and then revisiting it for editing.

I’m going to the gym. I’m running. I’m writing.
One conversation over coffee with Eve, a Belgian designer here at the coworking space, sparked such a great writing session for me. He had so much feedback on my book idea that I took notes and finally crafted the main topic into a few written paragraphs. Talking to people always helps.

Struggles

I’m a lazy person—always have been. And as a good storyteller, I can sell myself any excuse for why I should postpone, delay, or wait for better lighting or a better time to do things.

Every day, I have to pack my gear, find a room for calls, set up the sound and camera, and then pack it all up again. It’s hard. My biggest struggle right now is going against my nature until this either becomes a habit or I figure out why I don’t enjoy it.

Writing the book is harder than I thought. Unlike a novel, I need to ideate, validate, and sell the idea to branding agencies. It has to be compelling but also easy to follow. I know I’m onto something big, and I enjoy the thinking process, but I keep writing less and finding excuses.

Schedule

I’m becoming more intentional about my time and tasks. To achieve that, and as someone who isn’t naturally good at organization, I’ve started color-coding my calendar:

• Red for YouTube
• Blue for meetings
• Yellow for writing
• Green for everything else

I’m also testing a new system: offering only two days for client work instead of a typical five-day schedule.

Coffee and Routine

I love flat whites and cappuccinos, but I’ve cut down from 21 cups a week to just five. This has been tough.

Another big challenge is leaving my routine. Most of the digital nomad community in Chiang Mai will head to Vietnam in early February to escape the burning season when the air becomes dangerous. I’ve finally settled into a routine, so the main struggle will be rebuilding it once I relocate.

Keep replying, be epic, and let me know what you think. As always, here’s my usual spreadsheet.

My top three priorities are always available. Click here for my updates file

My YouTube channel. Subscribe and support.

Just for Fun

Take a break, enjoy these links

Music
This newsletter was written while listening to this playlist:
YouTube Playlist

In 3,000 years
When Gen Z archeologists uncover the rooms of our time, what will they think?
Watch it here

Unreal Engine Rally
A short action thriller showcasing the incredible quality of virtual movies:
Watch it here

I Wish
This animated online show is both funny and gaining traction online:
Check it out

If you could do anything you wanted, no worries, no problems, do you know what it would be?

I was asked this question on a podcast and my reply was; “ill keep doing what i’m doing now, just on a bigger scale”. and guess what? i decided to do it anyway.

This is edition is coming out from Manila in the Philippines and it’s a very special day for me. I had just finished a three hour ‘Business Catcher’ workshop for over 150 people and it was epic. more than that, this was my first session on a newly embarked journey in East Asia, as I am now fully 100% a nomad with no home or office, scaling my next venture.

• Disruption needs no home
• Philippines workshop
• Personal note

  Let’s go

THOUGHTS

Disruption needs no home

The world is changing fast; do you have the right mindset to overcome the next big challenges? This article will help you rethink and prepare.

A few years ago, someone asked me, “What makes Israel such a startup nation, such an innovative place?” I paused, and instead of giving the usual answers about technology and education, I shared what truly makes us tick: in Israel, we’ve always lived with our backs against the wall. It’s about survival, and survival drives innovation. When you face enough challenges, you start to see life as a series of problems to solve.

The second factor might surprise you, but it’s crucial—we love to complain.

I remember sitting in a bar I co-owned in Tel-Aviv with a friend from Dubai. He looked around and asked, “What is it about this country? About these people that makes them so creative?” I said, “Look around—this bar is packed with young people, unwinding after work, and most of them are complaining about something. Each has an idea or solution, but it starts with complaints. Eventually, someone says, ‘Enough, stop complaining and fix it.’ That’s how startups are born: from disruption, from necessity.”

He laughed, watching the loud conversations and animated hand gestures, not understanding a word. To him, it looked like everyone was arguing. He spent the rest of the night wondering what inventions were being born around him.

In many cultures, failure and complaints are frowned upon. But without them, progress stalls. If we don’t disrupt, we stop looking at things from new angles. The natural cycle of life and technology demands innovation—faster, smaller, better. Concepts that seemed like science fiction twenty years ago are ordinary today and may be obsolete in five years. Innovation is born from disturbance, from discomfort, from a refusal to accept the status quo. But humans resist change; we crave certainty, fearing the unknown, especially if it could be worse than the present. Those willing to reimagine, to embrace discomfort, will drive disruption. And disruption needs no home. It requires only you, your imagination, and the will to make it real.

Disruption springs from discomfort, from a pain point, from the conviction that something should evolve. Despite its often negative connotation, “disruption” has become a positive term in tech, symbolizing progress. It can live anywhere—in you, in interactions, in the moments we question. Disruption is a mindset, a way of perceiving the world, and it’s one anyone can adopt.

Here are a few principles to strengthen your disruptive mindset:

1. Embrace Problems – Don’t avoid problems; seek them out. They build resilience and reveal strengths, and even help you find collaborators whose skills complement yours. When issues arise, decide if it’s a one-time fix, a process improvement, or an opportunity. Flex your positivity muscle—it’s mostly mental, and it grows with practice.

2. Understand Failure – If you can accept the worst outcome, most things don’t seem so daunting. Assess the risks honestly. If you’re okay with the possibility of failure, dive in. Forget Plan B; go all in on Plan A.

3. Immerse in Creativity—Disruption is everywhere. Engage with people and look for problems rather than solutions. We already know what works; find the loopholes, the blind spots. When you talk to people, focus on reactions—bridging the gap between your ideas and their perceptions is where disruption happens.

4. Get Comfortable with Discomfort: Fear of the unknown is normal. Lying awake at night, wrestling with doubts? Been there. But if you can’t live in the gray areas, maybe disruption isn’t for you. Focus on optimizing rather than reinventing.

5. Choose Your Battles – Complain about things you can change; accept the things you can’t. Invest your energy where it counts. If something can’t be changed, absorb it, accept it, and move on. Wasting time is the enemy of progress.

6. Ignore the Doubters – People resist change, often because they don’t believe they can do what you’re attempting. Most people will never make a significant impact. Don’t let them hold you back—if they’re not helping, they’re irrelevant.

I’m on a mission to disrupt the branding world through storytelling. To do that, I’ll move across the globe, push my limits, and likely face backlash from industry insiders who cling to tradition, who still believe things should be done “the old way.” But disruption isn’t about comfort or validation; it’s about creating something better, something that challenges the status quo.

Disruption is part of our DNA—it has no fixed address, no limits. It doesn’t need a specific place or time. Disruption needs no home; it just needs you, your imagination, and your willingness to act. Embrace discomfort, face failure head-on, and stop waiting for permission.

The world doesn’t need more people who settle—it needs more disruptors.

Feel free to share some information after you make your selection. Questions are more than welcome (some will be answered on my YouTube channel).

Workshop

Manila was epic

With over 150 entrepreneurs and their teams, we held an incredible three-hour workshop on brand characters and how to infuse emotions into every part of a business.

I’ve long wanted to visit Manila and connect with the local business community, and I was honored to meet so many kind, ambitious people running large-scale businesses—well beyond what I’m accustomed to.

We discussed implementing the 3D character concept across all aspects of business, and it was thrilling to see participants immediately update their website messages and improve their customer journeys. Since the workshop, I’ve received an overwhelming number of messages and have had fantastic follow-up meetings with business owners.

We’re now exploring the possibility of hosting another workshop in early 2025, along with offering 1:1 workshops tailored to individual companies. If you’re interested in learning more, feel free to reach out!

I’m going to East Asia

Come write a book with me

It was time for me to make a change, so here goes. I’ll be spending the next few months in East Asia, mainly Chiang Mai in northern Thailand.

Things were going OK; I felt it needed epic.

What if I took some time to focus? Would I be able to do things differently? Writing? thinking? Oddly enough, the moment my mind started thinking in that direction, everything started moving very fast. Three weeks later, I packed a bag and left.

I have a writing schedule; I’m actually writing now more than I did these past few months. My clients are seeing better results as i’m highly intentional with my time and focused on creative work.

Signed up to a new course, trying to learn a new skill. I am also working on my 2025 marketing plan, titled obssessed (more on that soon) and i’m filming more content with my camera, that I now refer to as Cassidy (which helped me a lot with taking her everywhere with me).

I’m excited for this journey and want to take a moment to say thank you to all of you, for being here, for replying, for supporting me.

If we didn’t take a picture, did it really happen?
What makes us such visual creatures? And why do we feel the need to share everything?

During my visit home, I decided to skip all the selfies and just enjoy the moment. But it feels like I’m missing out on all those great memories—the lovely posts I’d be reminded of in the next few years.
So instead, I decided to write down all my encounters. To make sure I have at least one thing—something I can reflect on—from my time with friends and family, with colleagues and clients.
Something good or bad. A learning. Something about how I behave. What I can do differently.

Being intentional means I’m trying to make every conversation meaningful—and better.
Even the stupid talks in the bar? They became funnier.

And the surprising part?
I paid more attention. I listened deeper. I noticed expressions, pauses, and energy shifts. The moments felt slower—but fuller. Like I was really in them.

Let’s go

Heavy lifting

You work too hard to do it so wrong.

Had a coffee with a friend—he’s an engineer—and he was curious about my next book, The Business Catcher. I explained my thought process: why most brands have nothing to do with real branding, and how differently they behave compared to what they claim—the brand identity vs. actual behavior, both internal and external.

He nodded and told me about the last “fun day” his company organized. The idea was to bring a few teams together for a good time, but there wasn’t enough budget for anything big. “Just the working hours,” he said, “cost the company more than 100K.” So, if you’re going to spend that much, why not go all out and really pamper your people?

Instead, they ended up doing a small offsite. The employees complained—and remembered that day eight months later. The brand meant well but created a negative experience.

He said the same thing applies to the food in the office kitchen. Instead of stacking it up, it’s always missing a few basics. Which means employees are constantly talking about what’s missing. Most of them would probably prefer a smaller salary (maybe a $200 cut—which is nothing compared to what a tech engineer makes) if it meant a fully stocked kitchen.

Their brand is about service. But they suck at service.
Funny? Nope. Reality.

Bridge the gap between your core values and language to your day-to-day actions.

Let’s break it down into a quick exercise 👇

✍️ Exercise

🧩 Make a list of what you do with your team and clients.

🧠 Step 1:
Write down:

• 3 things you think you can improve with your team
• 1 thing with your vendors
• 1 thing for your clients

📋 Step 2:
Create a simple table with columns:

• ✅ What’s the issue?
• 🎯 Which core value does it relate to?
• 🔧 How will you fix it?
• 💬 What emotion do you want them to feel after the change?

Let me know what you thought of this exercise. It’s part of my next book, and I’d really appreciate your feedback.

Building in public

Being back home for a visit—well, that ain’t easy. Family and friends, amazing food, even the strange winter during Passover was nice.

Got my motorbike up and running, so I’m mobile, moving between places, meeting old friends and new people. It’s been a great experience to reflect on the last six months. I decided to focus on the visit and put everything else on hold. No posting on LinkedIn or blog posts— even YouTube is on pause until next week. Not sure if it’s making any difference, but more leads and referrals keep coming in.

Over the next two weeks: 8+ talks and workshops, and more than a dozen meetings with key stakeholders, founders, and creative people.

One thing that keeps coming up is the need for better content, teaching, and helping. With my passion and ability to teach, I’m thinking about maybe recording something about business storytelling—no big pyrotechnics, just me speaking.
Two weeks ago, we recorded an interview with me, and it’s going to be shared with CEOs in large corporations as a gateway into business storytelling.
Maybe I should do a similar one for small agencies and founders—not even necessarily for startups.

What do you think?

Join me on my journey

Feeling very grateful for this community and this journey. Let’s keep learning, building, and improving together. 💡
My YouTube channel. Subscribe and support.

About Building in Public

Sharing the journey in an open, unfiltered way—the good, the bad, and the behind-the-scenes of scaling my next idea.

Just for Fun

Your weekly dose of good vibes

🎧 Music of the Week
This week’s newsletter was created while listening to Raye. Her Tiny Desk Concert is a beautiful glimpse into her voice and style—emotional, raw, and effortless.
👉 Watch it here

⚡ Vibe-Coding Inspiration
This guy made a new app every day using Lovable—a no-code platform blowing up right now. Wild momentum and super cool to watch.
👉 Check it out

🍿 FX Video of the Week
Some behind-the-scenes magic: practical effects being used in the upcoming film Until Dawn. Gritty, clever, and a fun peek into old-school meets modern horror.
👉 Watch the video

Freedom
It might mean something different for each person, but for me, it’s the ability to teach, travel, and do what I love.

So, this week’s newsletter comes straight from Tel Aviv.
I met a girl on my last night here, and I told myself I didn’t want to live with regrets.
So I bought a ticket, took her on a date, and so far, it’s been amazing.

That’s it. Just wanted to share.

Don’t forget your website

Your website can be your calling card or a tool to drive more revenue.
Which one is it for you?
If you have a website just because everyone has one, stop and read this.

As we’ve been updating my own website, we’ve had some great discussions. So I thought this would be the perfect moment to share a few thought-provoking ideas about your website, messaging, and sales growth.

While I’m not a big shopper, I do love window shopping, especially when I travel.
Walking down a main street, slowly passing by different stores, checking out brands and offers. We often tell ourselves, “I’m not buying, just looking.”
What if you treated your website the same way?

Most companies have what I call a calling card website.
Launched a while ago (maybe even years), not really updated. It looks fine, but so much has changed: your industry, your clients, your brand, and none of that is reflected on your site.
Sound familiar?

Let me tell you this:
Even if you’re not running an e-commerce business, your website isn’t a static card, it’s your window. And people? They want to shop. Even when they say they don’t.

Like any other part of your business, you don’t want to waste money.
So let’s agree: your website must improve constantly.
The way to do that? Start with just two KPIs:

1. Traffic – Uploading fresh content helps drive traffic. Especially content using long-tail keywords. Show your audience that you’re active, current, and know what you’re talking about.
2. Conversions – Your site needs to bring in leads or sales. It’s a platform. You’re investing time and thought into it making sure it works for you.

Your website meets the potential lead in the same way a shop window meets a passerby.
They may have heard about you via referral, a conference, or a post, or maybe they’re browsing, searching for a solution.
In both cases, your site is your chance to show that you understand their problem and can solve it.

With clients around the world, I always ask the same critical question:
What do you do?
This should be the first thing people understand when they land on your homepage.

But like any shop window, you can test, tweak, and change the layout, language, or visuals.
Here’s a tip:
Add a recurring 30-minute session to your work calendar every month or six weeks. The goal? Improve just one small thing, usually content-related.

I sell a high-ticket service: helping brands scale faster using storytelling techniques.
Spending time on the site already helped us land two great leads, one of which closed.
With consistent content and optimization, we believe we can generate over $200K annually from qualified website leads alone.

And let me remind you, website content is about you, your skill, and your process.
It’s not a social post that disappears in 48 hours. It’s evergreen.
If you write a weekly newsletter, turn the key takeaways into a blog post.
Then share it on social with a direct link. If it’s good, even consider putting a small budget behind it.
As you drive more traffic, Google and AI search will start working for you, too.

You already have a website. You’re already spending time and money.
So why not use it to scale?

The right message, to the right audience, could be your best growth engine in 2025.

Building in public

With a week full of travel including Bari, Rome, Athens, and Tel Aviv, writing has been tough.
I had an awesome time speaking at Tel Aviv University, teaching students the power of storytelling and the power of saying yes.

My main focus now is on creating volume: content, clients, and book writing. I’ve decided to move less and focus more on content creation. This Storyletter is getting over a 52% open rate, but it’s not growing organically at all. I believe our inboxes are so saturated, it’s hard to keep track of everything.

I’m working on 52 newsletters like this one, but turning each into a blog post, a short video, and a tutorial, the idea is to bring my audience value in every form. I already have around 20 written.

Another key thing I’m working on is creating my content clusters so my output becomes more focused and intentional.

Lastly, meetings.
I’ve been developing a new product based on my book and my experience in the Entrepreneurs’ Organization: how to run extremely efficient 25-minute internal meetings with one clear goal.

Just closed a 3-session workshop with a Fortune 500 company to train their management team on this method.

Let me know if you want to save money on dumb meetings.

Join me on my journey

Feeling very grateful for this community and this journey. Let’s keep learning, building, and improving together. 💡
My YouTube channel. Subscribe and support.

About Building in Public

Sharing the journey in an open, unfiltered way,the good, the bad, and the behind-the-scenes of scaling my next idea.

Just for Fun

Enjoy your weekend

🎧 Music
This week’s newsletter was created while listening to this couple. What can I say? I love their music.
▶️ Flavour Trip – YouTube Set

🎬 Karate Kid Legends
Now,wait before you judge, his looks like a fun movie. I grew up on Karate Kid and Jackie Chan.
▶️ Trailer – Karate Kid Legends

🍿 Feel like a comedy trailer?
This trailer caught me off guard. It’s odd, bold, and weirdly addictive.
▶️ What is Blur?

Greetings from Athens,
Where philosophy and Greek mythology meet good friends and amazing food.

I’ve taken a few days to walk the streets of Athens, brainstorming some new ideas.

I’m currently listening to a book, The Last Kings of Shanghai. It tells the story of the rival Jewish families who controlled the economy and politics in China for over 175 years.

In today’s Storyletter:

• Spend more money on marketing
• Building in public update
• Fun stuff – trailers and music

Don’t be so organic

It’s time your brand gave more thought to its ongoing marketing plan and more than that, to its paid plan. If it works, why not scale it with budgets?

I recently heard a few interviews where people, some I personally know, have said they got success without spending a dime. Everything was organic. No ad spend, no promoted posts, no paid interviews, no billboards or TV ads. That’s great, but what if?

Why are people so proud of having a zero marketing budget? If you could reach more, why not? If you spent a dollar and got two or three, why not keep scaling? Why not become a well-known brand?

Your brand has two options: thrive or die. Everything in the middle is just more of the same.

And if that’s the case, your marketing should always scale and guide your growth. More leads, more sales, or better leads and higher ticket sales,that’s up to you. But if you want to succeed, aim to create more brand awareness.

Just had dinner with a good friend, a design agency owner, and he told me the market is crap. I replied that with over 100,000 potential customers, maybe only 100 know his agency exists. If he doesn’t put his name out there, he will crash and burn.

And many of you are reading this and saying, but I don’t want to scale. There are three reasons you should consider this:

🔹 Freedom – Strong brand awareness creates freedom. Freedom to choose your clients, how much you charge, and how you want to scale your business.

🔹 Work on the business, not in the business – You need to think about improving your business, bringing more value to your clients not worrying about how to cover salaries.

🔹 Marketing should be done when times are good – Most people make this horrible mistake. They start marketing when things are rough, when money is tight and they’re not at their best.

Marketing should be a constant in your business and something you derive confidence from, not a means to survive another month. And I’m guilty of this, over several years. We used to run ads to get leads when things weren’t always at their peak.

My suggestion to you is to use your budget in three ways:

🔸 Testing – Run ads on various creative pieces to see what works. No point planning on organic that reaches no one.

🔸 Good creative – If it works, keep pushing the content and strike while it’s hot.

🔸 Evergreen – Find evergreen content: an article, a good podcast, a lead magnet to capture emails.

Start thinking about building an ongoing funnel. Need 10 clients a year? Great plan for 50–70 leads a year. Work your way back from your CAC (cost of acquisition) and understand your budget and how to improve it.

The goal is to make money from your marketing budget and keep adding more money into testing your assumptions.

Found this episode you might find interesting:
🎥https://www.youtube.com/watch?v=hifa6ka3SKc&ab_channel=OmarEltakrori

Building in public

When I’m good, I write. When I’m lost, I write. But sometimes I forget to write. When I’m not sure, or uncomfortable, I don’t write.
That happened to me last week, not knowing where I’m staying, moving, or flying to. It’s not easy to keep creating when your ground is shaking.
So I booked a hotel, found an office, and decided to stay put in the same city.
When things feel lost, fix one small thing, the rest will follow.

Website update – We are struggling to fix and update the website. A decision has been made to scrap it and build a new one. After the malware incident, too much is broken.

Brand stretch – I’m working on some color changes to fit the new direction I’m going with. So much has changed. I’ve changed. Let’s adapt and grow, make it feel more comfortable. I want my new look to represent what I stand for and how I look at things.

Client work – It’s been a hectic week with several new projects coming in. And we’re crushing it with some clients getting more sales done, scaling through customer journey improvements. I’m excited about what’s to come.

Marketing effort – We’re going to start implementing some AI agents and more automation with the hope of building a new top of the funnel for my work, and maybe for my talks (2025 is already booked with flights and events, so we’ll see).

Life changes when your mindset changes. Keep pushing.
Let me know if I can help you in any way.

Join me on my journey

Feeling very grateful for this community and this journey. Let’s keep learning, building, and improving together. 💡
My YouTube channel. Subscribe and support.

About Building in Public

Sharing the journey in an open, unfiltered way,the good, the bad, and the behind-the-scenes of scaling my next idea.

Just for Fun

Enjoy your weekend

🎧 Music
This week’s newsletter was created while listening to The Spy Who Chilled Me.
Listen here

🎬 The Phoenician Scheme – Wes Anderson
I’m a huge Anderson fan, and this movie brings more of that same quirky vibe. Love it.
Watch the trailer

🍿 A six-minute trailer? Why not.
Wednesday Addams is back, and Netflix kicks things off with the first few minutes.
Check it out