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Fall In Love with the Problem, Not the Solution -
A Handbook for Entrepreneurs

I am an entrepreneur and also a mentor and teacher. Committed to spreading entrepreneurial thinking, it was only natural for me, after building two unicorns – Waze and Moovit – to take the next step and write “Fall In Love with the Problem – Not the Solution, a Handbook for Entrepreneurs”.

Fall In Love with the Problem, Not the Solution offers mentorship in a book, and aims to empower you to build a successful business by identifying your consumers’ biggest problems and disrupting the inefficient markets that currently serve them.

Throughout the book I unveil the truth behind the hardship of building a startup, side by side providing a cookbook for entrepreneurs in terms of how to make it right, with the hope that my readers will use my insights and Startips to guide their way and increase their chances to succeed.

The book also provides an inside look at the creation and sale of Waze and my second unicorn, Moovit, revealing the formula that drove those companies to compete with industry giants. 

I wrote this book with several audiences in mind: Entrepreneurs & Startup Founders; CEOs; Managements and Boards; Tech professionals; Strategy Leaders; Product Developers; Marketing Professionals; Startups Employees. Basically, every person who wants to make their idea come true.

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"SPOILER ALERT: this book will change your life and become your “bible” if you are an entrepreneur"

- Steve Wozniak, Co-Founder of Apple

In the book, you can follow my startips and insights about:

Firing &



Reaching Product
Market Fit

Scaling Up

Going Global

Business Model


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