{"id":563921,"date":"2026-07-28T18:01:11","date_gmt":"2026-07-28T18:01:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/563921\/"},"modified":"2026-07-28T18:01:11","modified_gmt":"2026-07-28T18:01:11","slug":"beyond-technology-what-makes-people-fall-in-love-with-a-startup","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/563921\/","title":{"rendered":"Beyond technology: What makes people fall in love with a startup?"},"content":{"rendered":"

For Tu B\u2019Av, Israel\u2019s holiday of love, figures from the technology and fintech sectors are turning their attention from valuations, algorithms and financial reports to a less measurable force: the emotional connection between companies and the people who invest in them, work for them and use their products.<\/p>\n

Industry executives say that connection is not created by technology alone. It is built through trust, transparency, a clear sense of purpose and the ability to remain consistent during periods of uncertainty.<\/p>\n

\"startup\"<\/a>\"startup\"<\/p>\n

Eldad Tamir, founder and CEO of Tamir Fishman and Finq, said technology may attract initial attention, but loyalty is tested when conditions become more difficult. \u201cIn both traditional investments and the modern fintech world at Finq, \u2018love\u2019 isn\u2019t just a metaphor. It\u2019s the ultimate expression of trust,\u201d he said. \u201cA great product or smart algorithm might spark initial interest, but deep, lasting loyalty is forged in times of uncertainty.\u201d<\/p>\n

According to Tamir, investors, employees and customers are drawn not only to performance, but also to the way a company conducts itself. \u201cThey don\u2019t just fall in love with technology or bottom-line numbers. They connect with transparency, resilience and vision,\u201d he said.<\/p>\n

\"Eldad<\/a>\"Eldad<\/p>\n

Eldad Tamir <\/p>\n

(Photo: Saray Oz)<\/p>\n

\u201cWhen a company uses innovation to genuinely empower its users and stays true to its core values through market volatility, it builds an emotional bond that goes far beyond the service itself. It creates true brand devotion.\u201d<\/p>\n

Michal Gat of Titan Branding said startups often devote years to product development while underestimating the role branding plays in shaping how the company is understood. \u201cStartups spend years developing their products, but it\u2019s branding that makes people fall in love with the company,\u201d she said.<\/p>\n

\u201cIt transforms a vision into a story, innovation into meaning and technology into something people want to be part of, whether as investors, employees or customers.\u201d<\/p>\n

Gat said effective branding combines emotional appeal with a credible business foundation. \u201cWhen branding successfully combines emotional connection with a strong rational foundation, it becomes a strategic asset,\u201d she said. \u201cIt brings different audiences together, builds trust and encourages them to choose the company again and again.\u201d<\/p>\n

\"Michal<\/a>\"Michal<\/p>\n

Michal Gat <\/p>\n

(Photo: Sahar Oren)<\/p>\n

She added that people rarely form an attachment to technology in isolation. \u201cPeople don\u2019t fall in love with technology. They fall in love with what that technology makes possible,\u201d she said. \u201cBranding turns that promise into a story people want to believe in.\u201d<\/p>\n

Based on her work with global technology companies, Gat said such connections are built deliberately rather than by chance. \u201cThey are created through clarity, authenticity and consistency,\u201d she said. \u201cThose qualities can transform a company from one of many into one that people actively choose to support.\u201d<\/p>\n

Elad Schulman, co-founder and CEO of Lasso Security, said brand loyalty often begins with employees\u2019 sense of ownership.<\/p>\n

He recalled a case in which a major customer requested a capability the company had not yet developed. The team built it from scratch, working nights and weekends ahead of the demonstration.<\/p>\n

\u201cOn demo day, I was alone in the conference room, while everyone who had built it watched quietly from the other side of the screen,\u201d Schulman said. \u201cWhen everything worked flawlessly, I could see their excitement. It wasn\u2019t my success. It was theirs.\u201d<\/p>\n

\"Elad<\/a>\"Elad<\/p>\n

Elad Schulman <\/p>\n

(Photo: Sharon Gadasi)<\/p>\n

For Schulman, that moment illustrated why employee commitment cannot be manufactured through marketing alone. \u201cBrand loyalty isn\u2019t built through products. It\u2019s built through ownership,\u201d he said. \u201cWhen employees truly feel that the company is theirs, they speak about it with pride, and customers and investors can sense that immediately.\u201d<\/p>\n

That sense of belonging becomes particularly important during difficult periods, he added. \u201cPeople don\u2019t stay because of perks. They stay because they feel they belong,\u201d Schulman said. \u201cHuman capital isn\u2019t just another line item on the balance sheet. It\u2019s the only asset competitors can\u2019t replicate.\u201d<\/p>\n

The executives\u2019 accounts point to a common conclusion: strong technology may open the door, but lasting loyalty depends on the people, values and story behind it.<\/p>\n","protected":false},"excerpt":{"rendered":"For Tu B\u2019Av, Israel\u2019s holiday of love, figures from the technology and fintech sectors are turning their attention…\n","protected":false},"author":2,"featured_media":563922,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[42,43,40,38,41,39],"class_list":["post-563921","post","type-post","status-publish","format-standard","has-post-thumbnail","category-headlines","tag-headlines","tag-news","tag-top-news","tag-top-stories","tag-topnews","tag-topstories"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/563921","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=563921"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/563921\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/563922"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=563921"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=563921"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=563921"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}