10 lessons learnt in Israel: How purpose and belongness drives a company to the future.

In fact, the world is becoming more and more globalized but it doesn′t mean homogeneous. A few hours in a plane are enough to show us how amazing the cultural peculiarities are. Today, the memories from my trip to Israel came to my mind. It′s hard to describe that community vitality. From the religion to the army, from historic monuments to high end technology, Israel exhales diversity. In Old Jerusalem, feverous supporters of 4 religions coexist in one thousand squares territory. At Negev desert, a kibbutz (agricultural community characterized by an egalitarian and democratic organization, obtained by the collective ownership of the means of production) living the same way: in simple houses aiming the best for the community. Israel is a live innovation class. To live under a constant war threat in a territory that scarcity is predominant, has created in Israelis a sense of urgency never seen before and a strong capacity to use difficulties as growth levers. In the desert they′ve built a global reference in solar energy. With water scarcity they′ve created an innovative irrigation technology reusing water from Telaviv. The army? Technology cradle. Young people go directly from there to to work on strategical positions in technology companies. I′ve heard from a 16 years old girl, when asked if she was afraid of going to the army: ¨Yes, I′m afraid. But it′s my duty. I need to honor the ones that protected me in the past. I have already been under 4 wars¨. So, with all this fresh learnings in my mind, I leave my key take ways to you.

1.Focus on what matters. Functionality and simplicity are the rule of the game. When walking through the streets, observing buildings and people, it is a fact that aesthetics is not a priority for them. Hebrew University - founded by none other than Einstein and Freud has nothing to do with the business schools we are used to. In class, award-winning teachers and world references would go unnoticed by your side. The focus of the Israeli people is clearly on doing what needs to be done, with excellence and urgency. For us Westerners, the lesson remains. How many times do we get lost in discussions of aesthetic or superficial factors that have nothing to do with the key factor of the problem?

2. Urgency and risk taking. More action, less discussion is the motto. Being born and living under the threat of war left a sense of urgency in Israel's DNA and consequently an appetite for risk that we may never be able to understand. But the tip is to become aware of how we are conducting our business. In fact, with all digital transformation, we are under a threat of destruction - either because our companies will succumb to all this instability or because our jobs will be taken over by robots - and the need for us to reinvent is urgent. For this reason, ¨more action, less discussion¨ should be the motto adopted by all of us and, #ficaadica written on all meeting tables of the country abroad

3. Questioning. Allow yourself to challenge and be challenged. Diversity and non-submission-to-hierarchy originate, among others, from religion (After all, Abraham questioned God several times according to history). Even the army allows subordinates to be questioned. Does it seem contradictory? According to the captain I met: "we are all at risk of death all the time. Everyone can be questioned, after all everyone can make mistakes. And in war, there is no room for error". The lesson: ensure that different people live on your team. And make room for free dialogue. In a changing world, questioning is a matter of survival.

4. Not victimization. Make a lemonade with the lemons. Israelis are very practical. There is no time to ¨ sit and cry¨. If something has to be done, let it be now. In a desert, they develop the best irrigation technology on a world scale. In the same desert, the largest solar plant in the world. How many times have you looked at a problem as an opportunity?

5. Innovation is beyond the obvious. Open to new possibilities. Innovation arises from the connection between non-obvious points. It is not looking at your competitor that you see your differential, after all, he is just like you. The opportunity is outside and perhaps, where no one is looking. On this trip, the best insights came from non-business moments such as visiting the kibbutz, classes with rabbis and connecting with the local people.

6. Cybersecurity is not about technology or the internet. It's about the company. There is no longer a division between virtual and real, so your company's security area must consider technological risks. Technology has long since ceased to belong to the area of technology. Pay attention: today's weapons are viruses or drones. With an invasion of the system, it is possible to stop a hospital, cause accidents or drop a bomb.

7. Coopetition is the new rule of the game. Rather than wanting to exterminate your competitor, why not make him an ally. After all, you have the same challenges. The real enemy is the hacker.

8. It′s all about timing. In a changing world, it is critical to identify opportunities and act quickly. And courage is needed to open paths

9. Education is s key foundation. If I could summarize the people of Israel in one word it would be: preparation. Education (moral or technical) was mentioned in almost all sessions. In the kibbutz, children take leadership courses at the age of 10. The triumph is the result of much preparation. And hard work.

10. Belonging and purpose create an identity. The collective surpasses the blind. The collective sense is something that Israel exudes. Phrases like "I need to honor those who defended me one day" more important than I am my parents were common during the trip. Perhaps the history of the Jewish people or the constant threat of war created a common purpose.

In summary: Israel is about citizenship and the will to do differently. About challenging the status quo by turning crises into opportunities. About preparation. About leadership. And more than anything, about the power of a united people for a common goal: to win