Hi, I'm Iris. After two successful startups, I'm busy growing Oribi, a startup I founded and am CEO of, Backed by top VCs - Sequoia and TLV partners.

Have you ever noticed that while every startup thinks it's disruptive, they all look and behave the same?

The goal of this blog is to rethink culture, marketing, product and HR. It's time to face the fact that some of the things we've been doing for years just don't work.

A company blog isn’t relevant anymore.

And why hardly anybody managed to nail it during the last couple of years.

 Knowing what the new trends are, is always important – just as important as knowing what’s not working anymore.

 I practice marketing from all different angles – from paid acquisition to branding. Content has always been my favorite part. It has a magical combination of creativity, providing real value and being data-driven. Throughout my 3 startups, I’ve built a blog for developers which attracted more than 200K unique visitors a month- a successful personal blog, a Facebook page with over 500K organic followers and much more.

Content ≠  Blog

Why did all companies start blogging?
Content is still the king. But in most cases, a company blog is a waste of time. There are better paradigms to produce content. Let’s start with the bottom line. Content works well but the format of a blog is limiting and not relevant anymore.

A few major trends have changed the content marketing landscape in the last couple of years:

  • Google’s algorithm constantly evolves. A few years back, it was enough for good organic traffic to buy links, use the right terms on your homepage and select the right headers. But it has reached a point where in order to rank high, companies need to produce content. The rise of content marketing was mainly due to Google becoming ‘smarter’. Simple ‘cheats’ didn’t work anymore and companies had to start writing high-quality content to get organic traffic.
  • Social media used to be one of the main traffic sources. About 7 years ago, 40% of the traffic to my site was from Facebook and Twitter. Today, unless you’re using paid acquisition, traffic from social media will be close to zero. It means companies had to look for reasonable alternatives.
  • All companies have a blog. Giving new companies the impression that it’s mandatory to have one.
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Goodbye, pizza and beer. Hello, personal growth. Why feeding your employees won’t make them stay.

I love the startup ecosystem, and I’m proud to be part of it. But there are definitely a few parts of it that I resent. When I founded Oribi, it was important for me to not only identify those parts, but also, more importantly, to figure out what I was going to do about it.

The first thing I decided to change is the superficial and “cheap” ways in which companies buy their employees: pizza, beer, a stocked refrigerator, ice cream, fancy parties, massages. I feel that all of that is a legacy companies carry from 15 years ago, without really knowing why.

Over the last couple of years, I’ve interviewed over 300 candidates for different positions. Developers, marketers, designers, product managers. I’ve heard from 300 different people on why they decided to move on, to take a bold step and seek out their next challenge. What I’ve found is that it’s almost always about personal and professional development. About not getting stuck.

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Stop using Personas. And holding too many user interviews

One of my favorite things about being an entrepreneur is that every year the center of gravity of the company changes and so does my focus. So every year or so I change hats, from marketing to product, from sales to management. The last year has definitely been ‘the year of the product’. I changed lots of my current product management perspectives and finally said goodbye to some methods that should have been long gone.

Why using personas and interviewing users can lead your product to fail?

One of the main frog leaps I had in marketing was understanding that people are complex. Much more than we can predict. There’s no way we can actually place them in boxes.

Marketers love spending days (and nights) sharpening the messaging, picking the right words to tell the story of the product. The basic assumption is that people want a product which will help them to do X. The reality is that people act from much deeper motives – and it’s usually not just what they need.

In marketing, you don’t really have to understand what makes people tick. There are A/B tests and the ability to run multiple experiments, even with limited resources.  

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Rethinking startup office design – why did we close up the open space and opened up the meeting room?

One of the most significant decisions in developing a company’s culture relates to the division of office space. Office planning is an issue I’m passionate about. One of the reasons is probably my background as an architect, but the main reason I find it so important is that I’ve seen the huge difference it makes and how a different space generates a different culture.

Open space, division into offices, team-based division, mixed offices, a small or a big kitchen – each one of these decisions will probably affect the way the company functions.

The myth of ‘the CEO who sits in the open space’, and what is an open meeting room

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Oribi raises $5.4 million, here’s the full story behind it

This June, Oribi completed its first investment round. I’m very excited to update you that I’ve raised $5.4 million from an investor ‘dream team’: Haim Sadger from Sequoia Capital (the world’s leading venture capital fund, with whom I’ve already had the privilege of working with once), Rona Segev from TLV Partners and Zohar Gilon. I’m extremely grateful that this great team believes in me and in our product.

Every day, a few articles are published in the press about some startup’s financing round, with all the ‘usual’ details – how much money was raised, who the investors are, what does the company do, and who’s on the team. In this post, I chose to share the events behind the scenes – the investor deck I used, why the product has changed since the last time I wrote about it, how I chose which investors to contact, why did I choose to work with several investors and how I felt during the financing round.

So, what are we developing?

A few months back, I talked about a Facebook-ads analytics oriented product. This has changed a lot since then, although in retrospect, I only went back to my roots.  Advice I often give entrepreneurs who make their first steps, is that the most important thing is simply to start, rather than wait months or years for the perfect idea or the right partner; Just start building a product, and while being ‘hand on’ you’ll learn the market much better, being able to improve (or pivot) it in the right direction. This advice was also helpful for me.

When I founded a new startup, it was clear to me that I wanted to build a B2B company, but with a simple and approachable product that will completely change the way companies work. In the past, I mentioned being inspired by companies such as Zenpayroll, Zendesk, Stripe, and Slack, which started out in highly competitive markets but managed to become market leaders by creating a simple product. The primary reason why they’ve been such a source of inspiration is that they’ve managed to make a solution accessible to the entire market, rather than only enterprise companies. I think that the current world of BI/analytics presents an amazing opportunity – think of the effort required to monitor basic data about product/website usage. There are currently dozens of successful, enterprise-oriented companies, with highly complex solutions requiring integrations and code annotations. Simpler tools, such as MixPanel or Google Analytics require ongoing support from developers to add events and develop scenarios you would like to monitor. I’ve started working on Facebook analytics, rather than general analytics, because it was important for me to build a profitable company as quickly as possible, and I felt that the combination of a real need in this field and a major budget could make the company profitable fast. We launched a beta version in early February, and quickly reached a few hundred companies who used the product, and then several thousands. By working with customers, I came to understand that I’m capable of creating a tool that would change the way people work with data. The customers gave me the confidence to chase my major dream: a real industry game-changer.

So, this is the product we’ve been developing:

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