You see them all the time – plenty of articles stating “5 ways Facebook can help your biz”. Zuckerberg himself is very big these days on getting his idea into commercial and advertising space.

The only problem is that these so-called help blogs are either technical or time-consuming and only work if you implement them fully. For your average small-time company owner, who barely has time for the monthly accounts on an old computer, he barely reads the first paragraph before he moves on.

Let’s ask a simple question: Can Facebook be good for a small business? The answer maybe “yes”, especially if the enterprise is offering a product or service that can be valued at a social or community level. One such example is a local restaurant.

If yes, then the next question is “how” or “why”? For three reasons.

  • It is free
  • You can readily control the set up by yourself
  • The famous “like” symbol.
  • Yup – the thumbs up sign is often the key to all this. In fact, Facebook experts are so keen to explain the wow things that can be done today on the site – not just date of birth or where you studied – that they forget to dwell on this brilliant concept. So to recap……

    If I press “like” on what you have posted, then all my friends will have the opportunity to see the same text. And if one of them also presses, so all their friends can read the original site. And so on. In other words, one clever set of words can go viral, rapidly, and for the cost of 60 seconds of thought.

    Does it work?

    I have a client in Jerusalem, providing a familiar service but in an original format. We have been talking about his website for several months now. The content is more or less finalised, but he is waiting for somebody to complete the set up.

    Meanwhile, he opened a Facebook account in a few moments, has been uplifting pictures and ensures that there are several new postings every week. He is well past the hundred mark in friends, of whom over half are genuine customers.

    Is it a professional site? No. Any advertising? A long way off for now. Could it look so much better? You bet. However……….

    However, this same client now has a business. He has begun to build his own small customer base. He is deriving income.

    Now that is a practical example for other new and small firms to follow.

    Jerusalem is known for all sorts of things – the centre of three great religions, geopolitical conflicts, the host of ancient civilisations and more.

    This past few months have seen some additional titles enter the list.

    Take Alberto Contador, who is known as a great champion cyclist, having won the Tour De France three times. Yesterday, he sped to triumph in the annual race around the Old City of Jerusalem, a few dense square miles which compactly includes the Wailing Wall, the Dome of the Rock and the Church of the Holy Sepulchre. Rarely can walls of the city, erected by the Turks hundreds of years back, have witnessed such an event.

    And where did these guests stay? Well in a city not noted even by its residents for providing great service, two Jerusalem hotels have just been voted in the top ten of Middle East hotels. That is a great compliment for the Inbal (Laromme) and David Citadel establishments.

    Personally, having suffered the traffic jams resulting from the bike race, I went to look for a place to eat with my wife. The old fruit and veg market, Machane Yehuda, has become a hotspot for boutique restaurants. As I had recently heard that a fish and chip cafe had opened up and as an ex-pat Brit, who still drinks his tea with milk, I had to investigate.

    Now this place is something special. It is down a back alley. Poorly signposted. It looks like a hole in the wall. And it was great fun.

    Not only was the batter made with beer – so rare to find these days. They did not even bother to give you cutlery. Yup old technology, also known as fingers and thumbs, was called upon. It was even well priced. Really yummy.

    Here’s the irony. The owners displayed no signs of a cockney or a Yorkshire accent. Their roots are in deepest Morocco, and they served a great home made bean soup to prove it.

    Jerusalem has been going for over 5,000 years. Tomorrow, the Sha’are Zedek hospital, the largest medical facility in the centre of the capital, celebrates its 110th anniversary with a gala concert. The hospital is run by and serves all the various ethnic groups in the city. It has several outreach programmes to Palestinians.

    When you put together all the above anecdotes, you understand why the city should be around for many more years to come.

    Type “Jerusalem” into google and you will end up with a million and one news items, which together seem to indicate that the holy city is burning all over; ultra-orthodox Jews bashing up each other, a new light rail system that has suffered delays and strikes, and the usual geopolitical turmoil.

    Walk down 99% of the streets throughout the city and you will find a very different Jerusalem, one riddled with culture, multiple religious backgrounds, peoples from 200 countries and much more. How to explain this “split personality” to an outsider?

    Eric Silver’s posthumous book, “Dateline Jerusalem“, neatly encapsulates the conundrum. Silver was a wonderful journalist, staunchly Zionist but never afraid to criticise Israeli governments. His wife has just released a compendium of his writings on Jerusalem that read like a version of “war and peace”, where he describes the beauty of what is for many but mixed with the pain of what often happens on the political stage.

    And what is that beauty today?

    Take the latest event, “Hamshoushalayim“, which is a corruption of the Hebrew words for Thursday, Friday and Jerusalem. Running every weekend during the month of December, the festival combines food and culture, dance and science, churches and synagogues. All reports from last year were positive.

    This is no one-off piece of spin. The second annual Jerusalem Design Week is about to open in a grand building, designed in  biblical theme by a German architect after the First World War. Jewish artists, Moslem musicians and overseas guests will all feature.

    Earlier this week, I attended an event to honour new immigrants to Jerusalem. The mayor, Nir Barkat, gave the key address. He recalled that tourism to Jerusalem has close to doubled to nearly 4 million visitors over the past three or so years. His vision is for 10 million.

    Realistic? Well the annual Marathon, scheduled for March 2012 is set to capitalise on last year’s success and thus should help to boost the numbers. And so I can go on.

    So what’s happening in Jerusalem? As my daughter would say, plenty of “good stuff” for all. Shame that the international media cannot see fit to feature it.

    Google “Jerusalem” and you will emerge with billions of references to biblical issues or the latest updated geopolitical drama.

    Now think again: Remember that it is a city can boast over 5,000 years of history. It has to be full of charm and interest that has to reach beyond the standard issues that interact with ordinary travel guides or editors of global media giant, often simply looking for instant copy.

    How do I know this? Well let’s start with some boring stats for proof. In September 2011, a record number of people visited Israel, around a quarter of a million people. Most of them visited Jerusalem. Surely, they were looking for more than a few explanations about Crusaders or the Wailing Wall?

    What is special about Jerusalem? Because it is the centre of three mega religions? Because it is just 45 minutes drive from the Dead Sea, the lowest point on earth and considered by many as one of the wonders of the world? Because a walk on its roof tops offers a most surprising multicultural experience? Because……

    Maybe. Here’s my take.

    Earlier this week, my family hired some quads and left the city westwards through the Jerusalem forest. Within seconds, we had put behind us the hustle of the Middle East and emerged into a “time warp of tranquility”.

    All those cute lines about getting out into nature, birds chirping, wild animals around you – suddenly became a reality. Who would have suspected this, just kilometers away from the Old City, one the central issues in the Middle East conflict? It was fun, exhilarating.

    The authorities are obviously trying to protect the area. New trees are visible. Picnic spots are clearly designated and clean. Walking and biking paths were well-marked. And kudos to the team at Jerusalem ATV Tours for a great ride.

    My point? Jerusalem is more than just a city of hot political and religious news. A melting pot of around three-quarters of a million people, it hosts a deep inner beauty that needs to be seen to be understood and treasured and protected from the ignorant.

    The Israeli government is revamping its mentoring programme. As one of the referees from the Ministry of Industry said to me last week: “Where we need to improve is in our planning and management skills”.

    No doubt about that. The question is if the Israeli public sector capable of following the advice it offers to others?

    Tomorrow morning, Tuesday 4th October, 730 specialist doctors located in hospitals around the country are about to quit. Yup – simply walk out of their jobs. Now, before you scream “How could they? What about the oath, etc”, I caution you. These are not lazy or greedy people.

    One of them was interviewed on television last night. When he downs tools, it will be after completing yet another 24 hour plus shift.

    Typically, these are people in the 30s and 40s. They are fully qualified, and have often taken on extra army service along the way. Their average basic wage is around 29 shekel per hour (almost US$8). By comparison, my teenage kids earn around 24 shekels waitering in part time jobs. 

    The whole country knows the situation. Medical unions have been demanding changes for years. My father was unexpectedly hospitalised earlier this year – it was hours before he was seen by a doc in the ward.

    So let’s assume I was appointed mentor to the Prime Minister, with a specific emphasis on health issues. What questions would I ask?

    • Why have you failed to appoint a full Minister of Health, but only a deputy minister? Are coalition affairs more important than the lives of 7.8 million citizens?
    • Why is this deputy minister rarely seen in public or in newspaper interviews? What is he hiding?
    • With all your advisers and your own experience, why have you let this situation develop? What could you be doing better?
    • Are you not able to see how desperate are hundreds of medical experts that they are prepared to abandon a system for which they have trained years to enter and to better?
    • And if you cannot negotiate with doctors, who are the core of the middle class and a positive influence on society, what does it say about your ability to “deal” with Israel’s enemies? 

    Meanwhile, as the two sides play out the final hours of bluff in the national media and in courts of arbitration, the Israeli government continues to boast of managing a falling budget deficit. Great, but….,

    And here is my final question, can good fiscal policy simply be measured in financial stats? Is not the Prime Minister responsible for the lives of his country?

    Jews in Israel and across the world are about to celebrate their “New Year”. 10 days later is a fast day, the Day of Atonement. It is a period of celebration, combined with deep reflection.

    The past week has seen several leaders in neighbouring areas, calling on the world to take action against Israel, including a call for economic sanctions.  So what is it about Israel, that when they do their own reflecting, gets them so bugged?

    Is it because Israel has invented  so many modern technologies which billions around the world take for granted: internet chat, solar window, minute digital cameras, electric cars, disk-on-key, etc, etc, etc.

    Is it because of the availability of free speech, so craved for in other countries. Last Friday, Israelis were able to see all of the verbal debate between Netanyahu and Abbas at the UN. However, the screens in Ramallah went blank when the Israeli Prime Minister spoke.

    Is it because of the fact that Israel can boast 9 Nobel Laureates, including 5 successes in the past decade alone? For a country which still has officially less than 8 million people and few natural resources, that is an amazing achievement. It is just over 1% of all the awards.

    And of course there is the contentious issue of Jerusalem, the centre of three great religions. Well, I ask you: Where else in the world are the praying rights of such diverse sectors maintained, protected and upheld, despite the momentous geopolitical pressures surrounding the city every day? That is some achievement in my view.

    As the year 2011 begins to wind down in the econmic dumps, Jews are starting to celebrate the lunar year of 5772. Israel’s economy has had another boom year.  Next year,who knows? But I bet there will still be some jealous people out there, hiding their frustration in politically correct hate, because Jerusalem endeavours to protect its precious freedoms.

    So, it’s official. Yesterday, Thursday, the world’s banking elite queued up in front of the media to announce that policies  of “muddling through” are passe. Stocks and shares duly plunged, with London’s market estimated to have lost a mere 64 billion dollars…..or was that pounds.

    Everybody knows that it is all about handling debt. To be more precise, it is about grown up politicians around the world not having the sense and courage to take the responsibility to manage their own debt.

    For example, in America, Democrats and Republicans fiddled around before they just about squeezed out an agreement to ensure that Washington did not default. In Italy, the Prime Minister has been too busy fiddling around per se in order to handle has country’ financial black hole. Madam Merkel in Germany is preoccupied with pending political defeat, and that conundrum is hindering her from bailing out the Euro.

    Debt, debt , debt and nobody knows how to make it go away. So here are my two suggestions. They will require some bold moves from decision-makers, who are often intent on just being politically correct. Let’s venture off to the Middle East.

    First, I wish to turn your attentions to the oil producers. Much of the debt of Western consumers ends up in the pockets of petroleum’s big guys, who are not often the best proponents of democracy. So, by chance, let me pick on the world’s sixth largest manufacturer of oil, whose leader is rumoured to have laundered a fortune in bank accounts around the globe.

    The problem is that I am talking about Colonel M Gaddafi. And nobody seems prepared to empty his treasure trove worth…well probably well over what the London stock market leaked 24 hours ago.

    Contrast that thought with the fact that the rich G8 countries – including the faltering economies of America, Italy and Britain – have pledged US$80 billion – I repeat EIGHTY BILLION DOLLARS – to support Libya and others. And now it emerges, that the Libyan rebels have discovered a  US$23 billion “bonus” in tha vaults of the central bank.

    If I can spot these misfits, why can’t the politicians?

    Item number two is Israel, currently taking its annual whipping at the UN. Understandably, the Palestinians are demanding recognition from the Assembly, while doing a good job refusing to acknowledge the needs of  Israel’s security.

    But just step back for a moment and look at Israel’s economy. Despite being surrounded by enemies and seeing European export markets dry up, the IMF is still expecting Israel’s growth for 2011 to climb to 4.8%. Yes, this is revised downwards from previous assumptions, and yes, 2012 will be lower. How much so?

    3.2%, with inflation down and unemployment expected to hold steady. America et al don’t come anywhere are not predicted to come anywhere near this achievement. (And the numbers are supported by the Bank of Israel forecasts.)   

    So, if world decision-makers stopped criticising Israel and started analysing its strengths, would stock markets be where they are today?

    I love the Jerusalem Business Networking Forum. Over four years, Joe van Zwaren and Avigail Frij have set up monthly meetings that have resulted in dozens of business deals and employment contracts.

    As the event moderator, I have great fun creating the structure of each get-together. Last week, over a hundred people came to listen to a panel of experts, discuss how to secure a new job. If there was one common theme – it was all about networking.

    For example, many human resources specialists are ignoring CVs, deliberately turning to the social media for info on likely candidates. Increasingly, more key jobs are being found via word-of-mouth. Websites exist, which aggregate vacant positions. And these factors are not just typical to Jerusalem or to Israel.

    As the participants arrived, they politely sat down in the auditorium and waited patiently. The start was slightly delayed and people waited,..and waited. I took the microphone, explained the situation and then took a risk.

    I requested that everyone present move three seats down and start talking to a person they did not know. Surprised looks all round was quickly replaced by a deafening noise of interesting chatter. Networking had taken over. Comfort zones were pushed out the door in an instant! People were moving forward. 

    As one person indicated afterwards to me: It was only after talking with and listening to so many other people that they realised how many additional talents they had. They intended to highlight those skills over the next few days.

    The Financial Times recently emphasised the importance of such meet ups.

    “I have got references for amazing people and I have found amazing people to hire at networking events. Many of my best ideas have come after a couple of drinks at the bar and talking to people,” says Michael Acton Smith, chief executive of Mind Candy, the games company. He started Silicondrinkabout, a Friday night social event for developers in London, named in reference to the capital’s so-called Silicon Roundabout tech hotspot in east London.

    Where and what next? Each to their own, but don’t ‘keep it a secret’. Yesterday, I was nervously approached by somebody asking if I knew how he could find space for his expanding business. He looked somewhat quizical when I began to mention all the other people he could speak to.

    The year of 2011 has seen the Portuguese, Greek and Irish economies collapse under the weight of unsecured debt. Italy, a member of the elite club of rich countries called the G8, may be next.

    And there is genuine cause for concern that an Italian cold will create an influenza epidemic on the American financial markets.

    So, imagine my surprise when I saw a headline that read: “G8 countries pledge US$38 BILLION to Arab states”.   That’s right – 38 billion dollars.

    And look who will benefit:

    One of the first on the list is Egypt, whose leadership has shown that it is interested in supporting Ankara as it edges closer to Iran. And this weekend, the temporary military leadership in Cairo were amazingly late in preventing the Israeli embassy from burning down, as diplomats literally fled for their lives.

    And then there are the pledges for Libya, the sixth largest global producer of oil. The average Libyan may not have benefitted from the petro dollars, but surely Western banks can release money from Ghadaffi’s bulging accounts for use of his former people?

    How about some of the richer states like Saudi Arabia and Abu Dhabi chipping in with a couple of bucks for their neighbours? Why does the West always feel so morally guilty?

    In comparison, Britain, America et al are trying to introduce austerity packages whilst promoting job packages. What a pickle.

    I live in Israel. Last Friday, S&P raised the country’s credit rating to A+. Despite an expected downturn in growth for 2012 of around 2.5%, the agency noted that:

    The rating action reflects our view of Israel’s improved economic policy flexibility as a result of strong growth and careful macroeconomic management…Israel is on a credible path toward continued government debt burden reduction and stronger external indicators.

     In September, the next session of the UN will open in New York. Israel will again be criticised for the problems of the world.

    Jerusalem is not just a holy city. It is very special for me. I love taking guests from abroad through the old streets and then on to its modern museums

    And yet most of those people who do not live near Israel’s capital can only glean info from media sources, which in turn are usually purporting a biased angle. The result – confusion, when there should be amazement.

    I am reluctant to quote official sources for references, if only for the very reasons quoted above. That said, last week, I was sent an official posting from the Jerusalem municipality ahead of the new academic school year. Written in cold language, it simply stated the facts as to what is happening with many of the minority communities in the city, stats that few know about.

    What follows are direct quotes, although I have cut out some of the linking sentences: –

    Jerusalem Mayor Barkat’s Education Revolution in Eastern Jerusalem

    Jerusalem Mayor Nir Barkat has declared a revolution in the field of education in eastern Jerusalem.  After 40 years of neglect, the city has commenced on an unprecedented closing of the gaps.  The completion of the Mayor’s plan will lead to a significant change in education in eastern Jerusalem.

     Since Mayor Barkat took office, new schools, including approximately 200 classrooms, have been built in the eastern part of the city.  The municipality is currently investing the unprecedented sum of NIS 300 million (about US$85m)in the planning and contruction of 285 new classrooms in eastern Jerusalem, of which NIS 75 million-worth are already under constuction.  ….  Six kindergarten classrooms will also be opened this year, including one for special education.  In addition, more than 40 classrooms were renovated and adapted to pupils’ needs, with emphasis on the Shoafat refugee camp.  Sports facilities were built in Beit Tzafafa and in approximately two months (tentative) a new sports facility will be dedicated in Isawiya.  

    The municipality has also decided to invest NIS 750,000 per annum in advancing gifted and outstanding pupils, strengthening girls’ education and reducing violence.  NIS 1.5 million has also been designated for schools’ organizational expenditures.

    In the technology sphere, the Municipality is distributing no less than 1,720 mobile and regular computers to schools, kindergartens and teachers in eastern Jerusalem; 350 additional computers will be distributed to pupils’ homes.  Classrooms in six schools in the eastern part of the city will be converted to sophisticated “smart classrooms” thanks to the installation of seven interactive blackboards.  ……Teachers and principals will participate in computer training courses.  Companies such as Ernst & Young, and various high-tech firms, including Intel, are participating in Mayor Barkat’s computer revolution.

     Mayor Barkat said that, “…..We cannot countenance a situation in which Jerusalem pupils have no classrooms, roads or basic infrastructures.  The investments will lead to an increase in residents’ quality of life.”

    (Communicated by the Jerusalem Municipality Spokesman – 31.8.2011: For further details,  please contact Jerusalem Municipality Foreign Media Advisor Stephan Miller at 050-3121841.)

    Rabbi Eli Levin posed a very interesting question to his community on the Sabbath. Which set of tablets had more relevance to the Children of Israel in the Sinai desert?

    Was it the first set, which were tumultuously shattered by Moses, following on from the story of the golden calf? Or does the emphasis lie with the second and complete set?

    The rabbi discussed the point with his congregation, eventually drawing them to the conclusion that in fact both are needed in life. Strange as it may seem, there are commentators who note that on at least two occasion in the book of Deuteronomy, G-d almost appears to be thanking Moses for his initial act of destruction.

    What’s going on? The broken tablets did not go to waste. Eventually, I believe that they too were stored in the Temple in Jerusalem. They represent what could have been. That show how many things in life are started but not completed, yet we are encouraged to continue onwards. They remind us that sometimes our failures also contain many good points.

    And, of course, the second set shows what we can all achieve if we really try and produce a “quality result”.

    There is a parallel here to the work of mentors, at least in my work as a business mentor.

    To simplify what happens in my line of work: People will turn to me with their issue or problem. “What can be done?” they cry out.  Gradually together you chart what is holding up progress and then create a way forward. And then on to the hoped-for perfection.

    However, in the background is the thought of what went wrong in the past. I never reject all of the old stories. At the very least, these people were (and still are) full of vision and good intentions. Quite often, there were some very strong commercial positives that have been smothered or snuffed out by poor mistakes. 

    And where does the mentor come in?

    Steve Jobs once called this an element of “joining the dots”. Not all parts of your life are golden successes. But, the mentor can see the overall path that the client cannot, clarifying the lessons of the good and the bad elements. And that is why we are often encouraged to take two tablets.

    Israel’s economy continues to bubble along.

    Happy times it would seem.

    It is the job of the governor of any central bank to point out the potential dangers around the corner. Israel’s Stanley Fischer is in the middle of an apparently successful campaign to dampen the housing bubble. And at the end of last week, in an interview with the Financial Times, Fischer questioned the Finance Minister’s propensity to spend.

    Fair enough. Just as worrying is the potential fall out from the Greek financial crisis and, in parallel, from the so-called Arab Spring. If Europe is sucked down by Greece, Portugal et al, Israel’s economy will suffer. For example, the UK alone is one of Israel’s strongest trading partners.

    Similarly, once the troubles in Libya, Syria and elsewhere have finally evaporated, the results will necessarily bring stability to the region. We can already see how Egypt will almost certainly raise the price of its gas exports to Israel very sharply. The weakness of the Damascus regime has seen one border incident with Israel, provoked by Iranian revolutionary guards, and we have probably not seen the worst of the violent disorders.

    In the words of Niall Ferguson, a leading economic historian:

    Beware the economic consequences of the Arab Spring. ….(Once the) euphoria phase” of revolutions is over, economic disaster such as higher prices, greater uncertainty and capital flight always follows. …And the magnitude of capital flight from Egypt right now is roughly 10 times the aid promised to Egypt by the United States and Europe combined.

    There is a third issue, ignored by the foreign media, but felt daily by the Israeli public. I am talking about the silent stranglehold of key monopolies.

    About two weeks ago, the price of cottage cheese, a staple item for many families, rose yet again. A simple facebook campaign backed by a howling media smelling blood resulted in a backdown. Dominant local manufacturers, protected by tariffs, which were imposed by politicians linked to interest groups, had been free to do what they had wanted for far too long. Amazingly, there has rarely been much variation in price between the “competing” firms.

    But it does not stop there. The fruit and veg market is also protected by tariffs. Mobile phone charges are expensive compared to abroad. Petrol and cars are similarly overpriced. It is a rip off, according to one newspaper.

    You could ask why nobody has shouted earlier that parts of the economy are simply old-fashioned monoliths, designed for the benefit of a few. For me, a more worrying issue has been the role of the civil service. Why was this huge mass of people not able to teach the politicians how the public had to and still suffers?

    So while the stats look rosy, is Israel’s full economy still a story of what could be?

    Having the local heads of business development of Intel, IBM, and Microsoft in one room is a major event. And this week, I had the honour to moderate a panel with those people, organised by the Jerusalem Business Networking Forum

    It is no coincidence that these high tech giants have a heavy r&d presence in Israel, the land of miracles. Over the years, Israel has been awarded a number of nicknames, including the “Silicon Valley of the Middle East” or “start-up nation”. Books and theses have been written in quantity to substantiate the point. Korea, Denmark and others all send delegations to Israel to find out how the Holy Land has created such an commercial miracle.

    Well here are some pointers as to what’s going on.

    First, the panel was hosted by Jerusalem College of Technology. A university dedicated to scientific excellence, the President, Professor Noah Dana-Picard, observed in his opening address how this one small institution alone has fostered 65 start-ups. For example, NDS is a prime supplier of tech for Sky TV. And a new application will allow solar power providers to use heat from direct light from the sun and reflected light from the ground. This creates an additional and significant 25% of output

    As for the guest speakers, Michael Oran of IBM noted that barely 20% of his company’s sales today originate from standard hardware. IBM needs to come to countries like Israel, with the biggest lab outside the USA, in order to find and sponsor new commercial ideas. To date, his own global technology unit boasts revenues from over 100 Israeli start-ups.

    Shai Tsur at Microsoft told a similar story. He specifically noted that PrimeSense provides the camera technology for XBox game, one of the fastest selling consumer applications in the world. And the next generation will also feature Israeli tech.

    Menachem Shoval observed how Intel’s first plant outside the USA was set up in Haifa, Israel. For the past few years and continuing forwards, “Intel inside” means Israeli tech powering your computer.

    One of JCT’s senior lecturers in business management, Hillel Bash, stressed how he encourages students “to look for ideas that will be changing”. So no surprise that he pointed out that there is already a strong Israeli presence in the fields of interactive video, cloud computing and nanotech.

    But how? Israeli antagonists view the country as segregationist, which they argue should result in a boycott of the country’s products.

    So let me return to the development of the solar panels. The team is made up of two scientists from France, another two formerly of America’s NASA programme, and a further two who arrived from Russia. 

    Israel’s open society allows for, even encourages, such wonders. Combine this phenomenon with a population which looks for answers to solutions, and you begin to understand why Israel helps conglomerates to change the lives of millions around the world.

    If you look at maps from Roman times or the medieval ages, Jerusalem is often placed in the middle of the picture. Today, any stone thrown or any fear of trouble in the holy city almost automatically triggers editors to clear media space.

    But what really goes on inside Jerusalem? Under 800,000 residents and less than 130,000 dunam, but with nearly 3 million tourists – what makes this relatively small city tick?

    Back in June 1967, the Jerusalem was reunited. Since then, Jewish sites have been restored, the Christian community has grown, Muslims are excavating freely under the Dome of the Rock. OK – all very politically correct, but what else? What brings everybody together, despite the tensions?

    The Mayor of Jerusalem issued a press release last week, which revealed how all this freedom is brought together. And I quote extensively:

    In the past two years Jerusalem has experienced a cultural revolution. Budgets invested in culture were doubled and the number of cultural events and festivals in the city has tripled. Jerusalem returns to occupy the center of the stage and holds the central and leading cultural and sports events alongside major international events. Jerusalem has become a leader in cultural events in the country and the new cultural and sports complexes established by the city council will serve a large variety of events, starting from concerts held by international performers through hosting the Maccabiah and the leading film, art and theater schools in the country.

     There are many examples of this; a children’s film festival, laying out tourists tracks in the Muslim part of the city, a new international marathon, etc. Later this summer there will be opera and wine festivals. As for education:

    In the past two years a number of new schools were opened in the eastern part of the city, adding 500 classrooms to the education system for Arab residents. In 2011 an unprecedented amount of NIS 300 million will be invested in design and construction of 285 classrooms in the eastern part of the city; 75 million NIS were already invested in construction.

     (This academic year), the Jerusalem municipality opened 6 new schools: one national-religious school in Gonenim neighborhood and 2 additional schools (1 national and 1 religious) in Chomat Shmuel neighborhood. The “Abdullah Bin El Hussein” all girls high school was opened in eastern Jerusalem as well as the regional “Ras El Amud” all girls high school.

    And if you want some useful / useless facts about Jerusalem, remember that: 

    • More than 140,000 people went to see soccer games in the capital.
    • The word “Jerusalem” in Hebrew appears 20,100,000 times in Google.
    •  The word “Jerusalem” in English appears 67,100,000 times in Google.
    • The average winter temperature in Jerusalem is 12°C degrees and 29°C degrees in the summer.
    • The overall length of roads in Jerusalem is 1,253km.
    • The longest street in the city is Menachem Begin Blvd. stretching to a length of 15.7km.
    •  There are 173,055 meters of footpaths in Jerusalem.
    • There are 28km of highway in Jerusalem.
    • Jerusalem is located in the Mountains of Judea and therefore there are 34.9km of stairs aimed at shortening distances to pedestrians.
    • There are approximately 2000 archaeological sites in Jerusalem.
    • 10,000 runners took part in the Jerusalem marathon, running in 5 different categories.
    • Flowers were planted twice a year in 80 different squares throughout the city, adding color to the city.
    • More than 30 playgrounds were renovated during the past two years.
    • In 2010 2,547 new immigrants settled in Jerusalem. An 11% increase in comparison to the previous year.

    I often find that in many of my discussions with clients there is an unspoken question, lurking in the shadows of the conversation. “Will my business be a success?”

    As a mentor, it is not my job to predict or to guess. However, I can prod around two pertinent themes, which pop up continuously.

    Belief in yourself and in your product

    For all the problems of cash shortage, lack of trained staff or whatever, you have to believe in yourself. It is one of those secrets that they do not teach you at Harvard Business School. This belief contains a massive passion and drive that often helps people overcome enormous hurdles.

    Paul Green, an IIB colleague, directed me towards a fascinating utube clip. It is 15 minutes of inspiring viewing, where Caroline Casey’s personal determination allowed her to “look past conventional limits”.

    I recalled this to some people this week. Late last year, they had established a service business in Jerusalem and they admitted that it was not easy to wake up every day and “go to war”. The are times when they have to dig deep in order to carry on, and yes the first clients are now coming in the door.

    Another client told me how he is no good at selling. So I challenged him and asked: “How come that when you talk about what you want to do, everybody becomes interested in the subject and wants more info.” By the time we meet again, he should have a drawn up an initial marketing campaign.

    The importance of the client

    A recent posting of mine referred to “putting your audience first”. Remember that it is your customers who keep you in business.

    Siu Ling’s latest feature in Ruminations echoes the same point. Servicing customers is all about providing them with value.

    Here is a simple example of what I mean. Israel currently has 3 providers of mobile telephones. Annual profits repeatedly hit mega numbers. And yet, those figures seem to be matched by a similar amount of customer complaints. I personally simply do no trust my provider, Orange, and cannot wait to change.

    Yesterday, the government of Israel announced that within 12 months there will be two additional companies on the market. Prices will drop, while services should improve all round. 

    In the past, I heard one senior sales macho argue that his mobile company invests millions in training. I believe him. The question is not the amount, but where it went.  They probably have not invested enough time and resources into helping the customer and ensuring that they were happy.

    Two simple rules of thumb to drive the success of many a business.

    The summer is drawing to an end. The Jewish New Year season is over. The tourism season is winding down.

    A success? Well, the total number of visitors is expected to be close to the 3m figure. Yes, that will be an Israeli record with a particular boost coming from East European countries. And yet this is still small compared to most other travel spots. For comparison, the Czech republic draws in 6-7m each year.

    So, once in the Holy Land, whatcan these people get up to. Let’s ignore for the moment the standard Jewish and historical sites like the Wailing Wall or the Yad Vashem Holocaust Museum. These appear in all the brochures.

    In the past week, nearly 7,000 Christian pilgrims converged on Jerusalem for the annual celebration of the Feast of Tabernacles. From here, many spread out to excursions around the Sea of Galilee or to visit commercial opportunities.

    For the young, Israel is seen as an opportunity to join the music tours. Mr Ozzy Osbourne was heard rocking in Tel Aviv this week. And if you had bought cleverly, you could have received double tickets for Elton John and Rod Stewart, who performed a few days after each other in June. With the list of other performers ranging from Neil Sedaka to Rihanna, the noise channels in the Middle East were not solely dominated by international politicans.

    Another cool outlet was discovered by Aussies. Last week, hundreds of them emerged out of kibbutzim, the desert, beach dives, even offices – all congregating on a large Tel Aviv pub at 7.00am on a Saturday morning. The event was the Aussie rules football Grand Final, which was being shown live. Last year, even the ambassador attended. None wanted to miss out on a feast of bear and burgers so early in the day!?!?

    I have a client setting up cool photography courses in Jerusalem for tourists. I know of people who come to the Holy Land for the unique bird watching opportunities. Clearly there is more to this country than a few old religious buildings and some military sites.

    The Jerusalem Business Networking Forum is a unique meeting place, allowing pushers and pullers to find each other. Running monthly events for the past 3 years, it has provided a launch pad for many future contracts.

    So when Ted Nehmad, the Director of investment group “C Capital” was scheduled to give a talk, you can understand why there was a quality attendance. Now, Ted sees too-many-to-count requests for seed money or investment funding every month. His list of successes is wide ranging.

    Ted’s presentation detailed 10 “must dos” for those seeking to raise capital, and several in the audience were taking copious notes.

    1. Just go for it. A good idea is not enough for success. You need to get out there.
    2. Do not rely on a one-person show, but a team.
    3. Define a justifiable business model, based on real market values and focused on final users. (Exit is not a model).
    4. Create a hook – a cool elevator pitch.Essential! Your personality can make the difference.
    5. If you work with angels, remember they can be devils. Sell your company, but not your soul.
    6. Preserve your funds.
    7. Learn to dance with investors. They are always one step faster, looking for an exit, before you have thought about it.
    8. As the grip of angels and VCs may be diminishing, multinationals are setting up incubators; HP and Cisco are 2 examples, with Amdocs in Israel.
    9. Another alternative is to “go east”. This February, after nearly a decade of probing China, Israel’s Pegasus Technologies was purchased by Yifang for US$60m.
    10. Don’t forget – be determined. Your success will not come without some pain.

    Just words? Not true in reality? I have recently finished mentoring a client, where we spent much time working on their pitch. They are now busy making sales.

    Too simple? Look at the headlines in today’s Israeli financial press.

    German electronics giant Siemens is considering investing considerable capital in Israel, according to recent meetings in Germany between representatives of the Federation of Israeli Economic Organizations and Siemens. The meetings were held to find ways of increasing cooperation in R&D and investment in Israel.

    Not a one-off statement:

    Intel Corporation (Nasdaq: INTC) has acquired the assets of Israeli PC virtualization start-up Neocleus Inc. for a few hundred thousand dollars. The company’s 15-20 employees will join Intel Israel’s R&D center.

    Israel has a population of 7.5m people and hosts approaching 3m tourists every year. The Czech Republic boasts around 10m people, but entertains over 6.5 m tourists annually.

    Both countries have much to offer travellers in order to grab hold of their spending money. However, they also have one unusual feature in common. Amazingly, Prague does it better.

    Israel is the world centre of Judaism. The Wailing Wall is infamous. The Old City of Jerusalem is bursting at the seams during the Holy Festivals. As you walk around the city, you are surrounded by biblical and historical events that can link thousands of years in literally a few footsteps. New visitors never cease to be bemused.

    And for all that, even if I was to stretch the stats, a little under 3m people come to see this celebration of Judaism every year.

    Prague is a 3.5 hour flight away. It is known is the city of the 100 spires, a reference to the churches that decorate the sky line. It is a city where tourists come from all over Europe; Brits, Italians, all parts of Russia, and the rest.

    And here’s the point. Prague is littered with tour companies wishing to take you on a different outings around the city. All offer a 3 hour tour of the Jewish Quarter, which dates back hundreds of years and which has survived the Nazis and the Communists.

    The guides explain the history, the customs, the food, and the famous Jewish sons of the region, including Kafka, Moser, and numerous rabbis. The story of the Golem originates from Prague, and is recalled in Czech, Russian, Italian, Armenian, Chinese, Korean and many many many other languages.

    In other words, more people are exposed to Judaism and its meaning in Prague than in the heart of the Holy Land. More than in Israel, it is in the Czech Republic that outsiders receive a first and positive impression about the Jewish people.

    That has been going on for years. So why does it appear that nobody in Jerusalem is trying to copy this successful model?

    Last week, the Tel Aviv Stock Exchange held its 10th annual soiree in London. The big guns of the Israeli economy were there, led by Esther Levanon, the dynamic CEO of the exchange.

    Levanon proudly recalled that once the Israeli economy used to be compared to that of Greece. Today, with Israel now a member of the elite in the MSCI exchanges, her position there is worth that of Greece, Portugal and Ireland combined.

    Stanley Fischer, the governor of the Bank of Israel, and with an excellent reputation on the world banking stage, was hauled out in front of loads of tape recorders and video cameras. Fischer was ready to launch his speech at any given moment:

    • Israel banks encourage savings and rarely lend more than 70% of mortgage values.
    • Israeli workers cut their hours in the recession to protect jobs
    • The high tech sector now contributes to 51% of the value of the country’s exports.

    The micro stats are just as impressive:

    • Unemployment is 7.2% and decreasing, as opposed to 10.0% in the USA and in Europe.
    • Israel has maintained its current account surplus
    • It maintains a 4.0% growth rate in most years
    • It invests 4.9% of its GDP (2.3% for the OECD)
    • Its public sector debt barely grew during the recession, where as the OECD average reflected a near 20% change.

    Message: Israel is the place to invest

    As the financial daily, “The Marker” pointed out – don’t mention the lousy education system or the economic concentration available in the hands of a few families, and life for Israel’s financial planners could seem almost perfect.

    I am one of the moderators at JBNF, a monthly meet up forum for business folk in the Jerusalem region. This week, we conducted a frantic session of speed dating; 40+ people getting to know each other’s commercial strengths inside 90 minutes.

    I was drained by the end of it. And yet, the results were clear as people left the hall. It was more than the swapping of business cards. Meetings were being fixed up. Interviews and site visits were arranged. Seminar material was being snatched up. And much more.

    Interspersed amongst the one-on-ones, we arranged for 3 guests speakers to give tips about how to network; the importance and structure of an elevator speech, how to listen to others with empathy, moving out of our comfort zones – these were just a few of the themes mentioned.

    What did it boil down to? When you network, you are showing off your own brand. And remember:

    Before seeking the spotlight, the first question you should answer is, “What do I have to offer that no one else can?”

    I told the story of how so many of us, when faced with a reception where we know nobody, end up spending most of our time creating an in-depth relationship with a glass of orange juice. In fact, a quick look around will probably reveal 30 other people in a similar situation. The trick is to start talking to them and to create new hubs of contacts. Draw them in to your circle – after all, as they are probably just as bored as you, they will be only to happy to talk to you.

    And that’s the point. Moving out of your comfort zone may not be easy at first. However, as most of us find once we have moved on, the new level is just as satisfying as your previous set up. Surprise!

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