For the past two decades, the Israeli economy has created an excellent reputation, basing its rapid growth around high tech – the start up nation of the Middle East. Assaf Kassel, 35 years old and father of two young kids, typifies this trend.

And like many of his generation, Assaf allowed his surroundings to teach him to seek beyond what he was trained to do. He left the world of computer terminals and set up………..

………well, let me digress here. You see Assaf has just won a prize for one of the best small companies in Israel, proving that the economy of the Holy Land is not just about the challenging the boundaries of science. And I was stunned by what he has achieved.

First, contrary to the advice of his colleagues, he established a business based on a gut reaction.

And what is that business? Arab Instruments is all about purchasing quality musical instruments from around the Middle East, and then reselling them to clients overseas. The company has based its success around a large range of online video clips, showing off the prowess of its products.

Second, embracing the culture of others, Assaf has found a brilliant antidote to the language of violence that haunts the whole region. While there are those that advocate boycotting Israel, a sinister flashback to Nazi Germany, Assaf is communicating via music and trade with those who would not normally be in touch with Israel.

For the record, Assaf was not the only winner which crossed assumed ethnic lines. Juha Guesthouse was jointly established by a Jewess and her Arab friend. Situated in the Mulim town of Zarka, near the old Roman port of Ceasarea, they too have shown how people can come together. The clientele is as mixed as the commercial partnership.

And what do these anecdotes say about Israel’s economy? It is big enough for everyone, whatever your religion or political views.