If Israel is the start-up nation of the world, then Tel Aviv is the beating heart of that start-up nation.

But what is it about Tel Aviv, the cultural and economic capital of Israel, that makes it such a mecca for investment, innovation, and ingenuity? And what lessons can Tel Aviv teach the rest of Israel about what it means to share positive publicity with the rest of the world?

In this week’s podcast, we sit down with Eytan Schwartz. Eytan is perhaps best known in Israel as being the winner of the first season of “The Ambassador,” a popular Israeli reality Television program that focused on improving Israel’s image.

He has served as  head of Media & Tourism at the Tel Aviv Municipality, as well as the CEO of Tel Aviv Global – an initiative aimed at promoting Tel Aviv as an international center of innovation

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