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