*Lectures & Courses

I love lecturing. That moment in which new understandings, insights, inspiration, clarity, are formed. I do it at universities, in the Executive programs at Tel Aviv University and at NYU, where I teach courses on marketing, brands, trends and innovation. I also do that in organizations and companies, at conferences and special workshops. My lectures are not only based on academic knowledge, but also on my extensive professional background, my practical experience, my innumerable fascinating work meetings with entrepreneurs and executives around the world, and are tailored to the relevant audience.

Contact me >

Lectures & Courses

I love lecturing. That moment in which new understandings, insights, inspiration, clarity, are formed. I do it at universities, in the Executive programs at Tel Aviv University and at NYU, where I teach courses on marketing, brands, trends and innovation. I also do that in organizations and companies, at conferences and special workshops. My lectures are not only based on academic knowledge, but also on my extensive professional background, my practical experience, my innumerable fascinating work meetings with entrepreneurs and executives around the world, and are tailored to the relevant audience.

Contact me >

*How and why

Despite my academic degree and research background from my doctorate, my professional experience is not limited to academia. In recent years, I have been closely and intensively advising investors, entrepreneurs and senior executives, and my experience also includes several years at one of Israel’s leading strategic consulting firms. I am also an investor, co-owner and a board member myself. This split professional personality led to my very strong interest in how marketing theory and research intersect with the real world, and particularly in the question, “so how can you practically use it?”

That is why, in all of the lectures, workshops and courses I give, I combine the current theories and models with practical examples and real-life case studies and stories to provide participants with strategic and theoretical understanding as well as practical tools they can implement. The workshops and the courses also include hands-on, practical work by the participants, tailored to their needs or to the needs of the organization.

I lecture regularly in Israel and around the world, for private companies, academic executive programs, internal organizational programs, for organizations and at conferences. In December 2011, I lectured at TEDxJerusalem

Most Popular Lectures

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Creating and Spreading innovation in the social-digital era

The rules of the game have changed.

A new kind of innovation has emerged, and it is spreading more quickly and intensely than ever. Just think about WhatsApp, the iPhone, or the Ice Bucket Challenge. Like wildfire. Trend epidemics. Trends that create the greatest business successes of our time.

And every one of us would like to create this kind of idea – a new product, service, behavior, message – that to distribute that way, like wildfire.

Whether it’s an employee who wants to create and spread inner-organizational innovation her colleagues, or an organization that wants to spread innovative technology among its employees, or a company, startup or freelancer wanting to create product innovation, the kind that will spread among their customers or other organizations. In other words – we would all like to spread the word and create viral innovation, or a “Trend”.

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Creating and Spreading innovation in the social--digital era

The rules of the game have changed.

A new kind of innovation has emerged, and it is spreading more quickly and intensely than ever. Just think about WhatsApp, the iPhone, or the Ice Bucket Challenge. Like wildfire. Trend epidemics. Trends that create the greatest business successes of our time.

And every one of us would like to create this kind of idea - a new product, service, behavior, message - that to distribute that way, like wildfire.

Whether it's an employee who wants to create and spread inner-organizational innovation her colleagues, or an organization that wants to spread innovative technology among its employees, or a company, startup or freelancer wanting to create product innovation, the kind that will spread among their customers or other organizations. In other words - we would all like to spread the word and create viral innovation, or a "Trend".

Why do certain types of innovation and inventions become popular and trendy while others fail? What are the characteristics that can create viral innovation? What factors affect social adoption of this type of innovation? Are there some special people or special groups of people, organizations and communities that influence the success of certain innovations more than others?

The lecture/workshop examines how to create innovation that will become widely popular quickly ("viral", "Trend"), and discusses several key success factors that contribute to the creation and success of innovations in the new era. This is done while integrating current case studies, examples, innovative models and theories along with discussions and actual hands-on experience (depending on the time allocated).

Available in several formats, including a 1-2 hour lecture, a 3-4 hour workshop, or a daylong workshop (up to 8 hours).

Creating Trends and Buzz

“From iPhone to Instagram and Social Revolutions: How Do Products, Services, Ideas and Behaviors Spread and Become Popular?”

We all have a product, message, idea or behavior that we would like to spread like wildfire – among consumers, customers (business or private), the employees of our organization, in our community or among our own private circle of friends.

In other words – we all would like our new idea to become a “Trend”.

What’s a trend? Why do some new products become popular while others fail? What product characteristics can help create a trend? What factors affect social adoption? How do groups work? Do some members of the group, organization or community influence the success of the trend more than others?

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Creating Trends and Buzz

"From iPhone to Instagram and Social Revolutions: How Do Products, Services, Ideas and Behaviors Spread and Become Popular?"

We all have a product, message, idea or behavior that we would like to spread like wildfire - among consumers, customers (business or private), the employees of our organization, in our community or among our own private circle of friends.

In other words - we all would like our new idea to become a "Trend".

What’s a trend? Why do some new products become popular while others fail? What product characteristics can help create a trend? What factors affect social adoption? How do groups work? Do some members of the group, organization or community influence the success of the trend more than others?

These questions are not only relevant for consumer goods, but for a wide variety of fields, entities and companies - as a trend can also be an idea, technology, service, behavior, social change, and more.

Through practical examples, the lecture examines how new products, ideas and behaviors become popular ("Trendy") and discusses a number of factors and tools that can contribute to the success of a trend. The in-depth workshop includes hands-on practical work by the participants, tailored to the organization and its needs.

Available in several formats, including a 1-2 hour lecture, a 3-4 hour workshop, or a daylong workshop (up to 8 hours).

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Storytelling and Messages in the New Era

This workshop focuses on storytelling, creating and conveying messages in the social-digital era, in which the consumers – and all of us, really – are flooded with messages and suffer from “Collective ADD”. Whether dealing with a presentation, e-mail, Facebook post or a conversation with investors – how, in this new era, do we get people to pay attention to our message, listen to it, understand it, act – and perhaps even tell others?

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Storytelling and Messages in the New Era

This workshop focuses on storytelling, creating and conveying messages in the social-digital era, in which the consumers - and all of us, really - are flooded with messages and suffer from “Collective ADD”. Whether dealing with a presentation, e-mail, Facebook post or a conversation with investors - how, in this new era, do we get people to pay attention to our message, listen to it, understand it, act - and perhaps even tell others? The workshop will review new tools and principles for storytelling and conveying messages, will provide tools that managers can use when communicating with customers, employees, investors, coworkers and other parties, in and around the organization, and if necessary, tools and training on public speaking and actual delivery of your own message. The workshop will include hands-on experience (scope and depth of experience depends on the time allocated to the workshop).

Available in several formats, including a 1-2 hour lecture, a 3-4 hour workshop, or a daylong workshop (up to 8 hours).

Identifying and Building Brand Values serve as an Organizational “Compass” and a Decision-making Tool

The objective of the workshop is to guide the organization in the process of defining its brand values, and if necessary, to also facilitate the process of defining the vision and mission, as an organization and as a brand.

I define “good” vision, mission and values as ones that generate clarity, agreement and excitement, that reflect true and meaningful value, accurately represent the organization’s and policy makers’ DNA, that differentiate the organization from its competitors, that serve as a decision-making tool and compass, and serve as a good basis for the further dissemination and integration among the organization’s employees, customers and partners.

Available in several formats, including a 1-2 hour lecture, a 3-4 hour workshop, or a daylong workshop (up to 8 hours).

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Identifying and Building Brand Values serve as an Organizational “Compass” and a Decision-making Tool

The objective of the workshop is to guide the organization in the process of defining its brand values, and if necessary, to also facilitate the process of defining the vision and mission, as an organization and as a brand.

I define "good" vision, mission and values as ones that generate clarity, agreement and excitement, that reflect true and meaningful value, accurately represent the organization's and policy makers' DNA, that differentiate the organization from its competitors, that serve as a decision-making tool and compass, and serve as a good basis for the further dissemination and integration among the organization's employees, customers and partners.

Available in several formats, including a 1-2 hour lecture, a 3-4 hour workshop, or a daylong workshop (up to 8 hours)

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New Inspiration Talk: The connection between Creativity, Mindfulness, Meaning and Entrepeneurship

Using theories, methods, exercises and tools from the fields of management, creativity and mindfulness, participants are given the opportunity to take a break from the rat race and their routine, to examine the challenges they face and creatively discover new outlooks and ways of thinking based on a sense of internal freedom. The talks includes practical exercises, enables valuable fresh perspective and opens the door to a beginning of a meaningful focused process.

Didn't find what you were looking for? Looking for a similar lecture?

Academic courses and inner-organizational courses

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"Marketing, Trends and Social Impact"

Or: from iPhones to Instagram and Social Revolutions: How Do Products, Services, Ideas and Behaviors Spread and Become Popular?

We all have a product, message, idea or behavior that we would like to spread like wildfire – among consumers, customers (business or private), the employees of our organization, in our community or among our own private circle of friends.

In other words – we all would like our new idea to become a “Trend”.

What’s a trend? Why do some new products become popular while others fail? What product characteristics can help create a trend? What factors affect social adoption? How do groups work? Do some members of the group, organization or community influence the success of the trend more than others?

More Info

"Marketing, Trends and Social Impact"

Or: from iPhones to Instagram and Social Revolutions: How Do Products, Services, Ideas and Behaviors Spread and Become Popular?

We all have a product, message, idea or behavior that we would like to spread like wildfire - among consumers, customers (business or private), the employees of our organization, in our community or among our own private circle of friends.

In other words - we all would like our new idea to become a "Trend".

What’s a trend? Why do some new products become popular while others fail? What product characteristics can help create a trend? What factors affect social adoption? How do groups work? Do some members of the group, organization or community influence the success of the trend more than others?

These questions are not only relevant for consumer goods, but for a wide variety of fields, entities and companies - as a trend can also be an idea, technology, service, behavior, social change, and more.

The course examines how new products, ideas and behaviors become popular ("Trendy") and discusses a number of factors and tools that can contribute to the success of a trend

including the product/idea characteristics, message characteristics, social and group processes, personal and interpersonal psychological processes, characteristics of various target audiences, etc.

To do so, we review academic literature and current models in the fields of social and cognitive psychology, as well as marketing. Along with presenting the theories, models and research, the course also includes practical examples, in-class discussions and guest lectures by professionals and experts in a variety of fields who have identified, created and advised on trends and share their experience. The course is one of the most popular courses at Tel-Aviv University's MBA program.

Branding and Brand Management

What is a brand? Can any product be branded? Is it even worth branding? Why? How do you approach a branding process?

Branding has been one of the hottest fields in recent years, and it is perceived as being a key contributor to the business success of many companies.

In this course, we review several practical and critical issues for branding and brand management. Among other things, we discuss the brand’s roles and the question of how branding connects to and affects the company’s business strategy…

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Branding and Brand Management

What is a brand? Can any product be branded? Is it even worth branding? Why? How do you approach a branding process?

Branding has been one of the hottest fields in recent years, and it is perceived as being a key contributor to the business success of many companies.

In this course, we review several practical and critical issues for branding and brand management. Among other things, we discuss the brand's roles and the question of how branding connects to and affects the company's business strategy. We examine how the positioning and brand elements are defined, and discuss the question of whether and if a brand should be extended into new categories or new markets. This is be done by presenting concrete business case studies, discussion among the participants and guest lectures by professionals in the field of branding and brand management who share their experience.

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Marketing Management - with a focus on Entrepreneurship, Startups, Innovation and Technology

The course explores the field of marketing from a managerial perspective. It presents the Marketing ‘language’ and way of thinking by covering key topics in the field. These topics serve as the basis for further elaborations in more advanced courses and trainings. Review of topics is done with an emphasis on managerial decision making, and specifically decision making related to the development of a marketing strategy…

More Info

Marketing Management - with a focus on Entrepreneurship, Startups, Innovation and Technology

The course explores the field of marketing from a managerial perspective. It presents the Marketing 'language' and way of thinking by covering key topics in the field. These topics serve as the basis for further elaborations in more advanced courses and trainings. Review of topics is done with an emphasis on managerial decision making, and specifically decision making related to the development of a marketing strategy.

The main issues covered:

  • Developing a marketing strategy (market analysis, segmentation, selections of target audience, positioning)
  • Consumer behavior
  • Brand management (brand building, brand extension, pricing policy)
  • Marketing communications and social influences

Course objectives:

  • To present the role of marketing in the company and its contribution to development of the overall business strategy.
  • To develop critical thinking regarding actual marketing management
  • To develop the ability to shape and implement marketing decisions
  • To practice using the reviewed processes and tools by analyzing real life situations and marketing decisions

Marketing on Social and Digital Media – Strategies and Tools for Managers

* New course – open to the public

We live in a social-digital era: From Facebook and Twitter to Egypt’s civil revolution which started in the social media. Our target audience is out there, in the social-digital-virtual world, where a significant part of our lives plays out – professional, social and personal; it’s where consumers get information, form opinions, express them – and take action. Brands, ideas, organizations and companies that want to be part of their consumers/customers world in the next decade as well – must be players in the new digital era and on social media…

More Info

Marketing on Social and Digital Media – Strategies and Tools for Managers

[New course - open to the public]

We live in a social-digital era: From Facebook and Twitter to Egypt's civil revolution which started in the social media. Our target audience is out there, in the social-digital-virtual world, where a significant part of our lives plays out – professional, social and personal; it's where consumers get information, form opinions, express them – and take action. Brands, ideas, organizations and companies that want to be part of their consumers/customers world in the next decade as well – must be players in the new digital era and on social media.

The new social-digital era is complex and loaded with possibilities and channels. The power of its influence is incredible in scope and pace, and is still not fully understood. These issues are clearly relevant not only for consumer goods, but also for a wide array of fields, organizations and companies - because people who come with ideas, technologies, services, behaviors, and social changes must also act in this new and complex reality.

The objective of the\is executive program is to make sense out of the abundance of new possibilities and to provide managers with key principles and tools for crafting their strategy for their social-digital presence and activity in the new era.

The program is designed for senior executives interested in developing strategic understanding of the digital world and social networks, and to receive effective tools.

In addition to my own lectures, I am hosting some of the most prominent relevant professionals in the field, including Elad Goldenberg - Head of the eBay Israel Business Unit; Eran Gefen - founder of Gefen Team; Yaniv Waizman - founder and CEO of teenk, a company specializing advertising to teens that runs a panel of opinion shapers and young ambassadors; Adi Yoffe - trend-forecasting expert; Yoav Pridor - founder of Buzzilla; Prof. Yesha Sivan - expert on digital transformation; Eddie Laventman - owner and CEO of Goodpoint, a company specializing in training on digital marketing and more.

To register - link to course site on Lahav Executive Education at Tel-Aviv University

https://www.lahav.ac.il/course/digital-marketing

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