Perhaps one of the more trendy words in Start Up Nation is relocation. In the Israeli tech start-up context it implies moving from Israel to the US (generally) to grow a company and bring it to the big playing field. Well, I guess I recently did a reverse relocation, staking my claim as a true 50-chetzi Israeli-American by moving for the sixth time between Israel and the US. This time, my family and I moved from Philadelphia, where my partner had been studying for the last four years, to Tel Aviv-Yafo, a city we know and really love.
I'm thrilled about move #6 for so many reasons, but I'm especially excited about what it means for Jiri Creative. I started this venture to help mission-driven organizations reach their audiences through impactful content. Israel is bursting with creative initiatives waiting to make a global impact. But when I was living in Philadelphia, ever-so-slightly removed from the Israeli bubble of New York-San Francisco-Boston, I barely heard about them. That's a shame, and a wasted opportunity for Israeli organizations that truly want to reach American and global markets.
Here's the thing: the world is more connected than at any previous point in history. But for storytelling to be effective on a global stage, it still needs to be localized. I talk a lot about how easily I move between Israeli and American culture, but that took years of practice and refinement, and the movement between is the operative term. Meaning, they are not the same, and adjustments need to be made for a message to land the way it is intended.
I am so excited to support mission-driven organizations in Israel and ensure that their messaging lands the way they want it to:
-A marketing team that can't quite get its content strategy right to engage with its customers.
-A non-profit development director whose donor communications are meeting blank stares.
-A social enterprise that needs highly effective collateral to raise funds.
Let's get to work :)