Yoash Foldesh · Company pivots in the AI era
Company pivots for businesses whose offer or business model is losing relevance in the AI era.
I work with founders and leadership teams to find a new source of value, then turn that direction into a proposition, product concept or pilot they can act on.
Hands-on AI practice · Strategy, product marketing & creative · Co-founder, Doozy Creative Lab
How I approach the questionAI is changing what customers can do for themselves, what they expect from you, or what they are willing to pay for. You need to decide which value to protect, which opportunity to pursue and what to stop doing.
The answer might be a sharper position, a different offer or a new product. The work is to find a direction that makes sense for your customers and your business.
I know the web from the inside. I co-founded Shox and created bME, platforms that each served more than a million users. For the past several years, I have specialised in AI, building on that experience of how people use technology and what makes a digital product matter.
I use AI hands-on to build products and websites, develop prototypes and produce creative work. I connect that practical experience with positioning, product concepts and product marketing.
My work with AI also extends to writing and art. I write for Haaretz and Portfolio Magazine, and co-created AI Relationships with Adi (Manko) Fleisher. The project explores how AI can expand our emotional vocabulary. It won a shared first prize in Van Leer’s Generator programme and was exhibited at the Haifa Museum of Art.
Look at customers, competitors and the capabilities AI puts within reach. Identify where the current offer is becoming weaker and where the company has an advantage.
Develop a distinctive direction that reaches beyond the existing market: a new audience, an unmet need or a different reason to choose the company. Turn it into a clear proposition and product concept, with a practical path to test its potential.
Turn the chosen direction into messaging, a concept, a prototype or a pilot brief. Define what needs to be learned before committing to a larger move.
The output is a direction the team can evaluate and act on, with the proposition, concept and next test made explicit.
Related work
These projects bring together the disciplines I use to develop a new direction.
Business positioning · Medflyt
As Medflyt expanded from staffing into a full-service homecare platform, I built its positioning around the market’s biggest pain point: caregiver retention, which competing platforms had overlooked. Caregiver satisfaction became the reason for agencies to choose Medflyt.
Future product concept · Corundum Neuroscience
Within the Moonshot programme, we developed a plan for Brain Spa and a framework for evaluating neurotechnology with the person at the centre.
AI language experiment · AI Relationships
With Adi (Manko) Fleisher, I used AI to develop a new emotional vocabulary. The project won a shared first prize at Van Leer and became a Haifa Museum of Art installation.
I connect customer research, positioning, product marketing and creative development. Depending on the brief, I work directly with your team or with Adi (Manko) Fleisher through Doozy, bringing product design and visual direction into the process.
We use AI and rapid prototyping to make ideas tangible, so the conversation can move from an abstract opportunity to a specific decision.
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Tell me what your company does, what is shifting in the market and where the next decision feels unclear.
Tell me what you’re working on yoashf@gmail.com