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In a time when war and innovation intersect, Israeli entrepreneurs are discovering that building a business is about far more than pitching products or raising capital. It’s about resilience, belief, and the courage to lead through chaos. A compelling conversation between Amitai Ratzon, CEO of Pentera, and Yoav Hadad, founder of IDEON Technologies and active reservist, sheds light on what it truly means to be a founder in one of the world’s most volatile regions. Organized under the Growth+ initiative by Calcalist and Poalim Tech, their dialogue captures the essence of modern entrepreneurship: staying mission-driven in the face of adversity.
Lessons from the Frontlines of Entrepreneurship
- Amitai Ratzon, CEO of cybersecurity company Pentera, recalls being an underdog when assigned a low-priority sales territory in Scandinavia and Iceland with no fintech background. By outworking expectations, he became the company’s top salesperson within a year. His story reinforces the importance of ambition, deep learning, and thriving outside one’s comfort zone.
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Sales is not just a business function; it’s the foundation of entrepreneurship. According to Ratzon, founders are constantly selling — convincing co-founders to join, persuading investors to fund, and motivating employees to take risks.
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Yoav Hadad, founder of IDEON Technologies, faced the unimaginable challenge of managing a startup while serving nearly 400 days in military reserves. From Gaza, he worried daily about his company’s survival, unsure if operations would hold in his absence. Letting go, he admits, was terrifying — but necessary.
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Ratzon advised Hadad to focus on translating Israel’s urgent defense-tech needs into globally scalable solutions. While early support may come from patriotic investors, future rounds will demand results, not sentimentality.
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Their meeting, as part of the Growth+ initiative, wasn’t just about mentoring—it was transformative. Hadad left the conversation feeling a decade wiser, understanding that even seasoned leaders started at square one.
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Ratzon praised Hadad’s “positive audacity”—his ability to channel trauma into innovation. Rather than succumbing to fear, Hadad used his battlefield experiences to create technologies that could save lives.
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Michal Kissos Hertzog, CEO of Poalim Tech, framed 2025 as a uniquely challenging year for startups, combining rapid AI-driven disruption with geopolitical instability. She emphasized the need for entrepreneurs to balance intense work with self-care, arguing that mental and physical health is not optional—it’s foundational.
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The Growth+ initiative continues to match early-stage founders with experienced mentors, building a support network designed to fuel innovation even in uncertain times.
What Undercode Say:
The narrative emerging from this conversation is more than inspirational—it’s an operational blueprint for entrepreneurship under extreme pressure. Israeli startups are no strangers to volatility, but what distinguishes founders like Amitai and Yoav is their ability to adapt, inspire, and drive impact with limited resources and overwhelming uncertainty.
Salesmanship as a Core Competency
The insight that every founder is first a salesperson should not be underestimated. From fundraising to hiring, the ability to effectively “sell belief” is what sets scalable startups apart. It’s a universal skill, transcending industries and geographies. Startups in peacetime might focus on features; in wartime, it’s about purpose.
The Underdog Advantage
Ratzon’s journey from an inexperienced fintech salesperson to a top performer exemplifies the strength of having something to prove. Underdogs, especially in tech, often have the fire that incumbents lack. His story validates that knowledge can be acquired, but grit is irreplaceable.
The Mental Toll of Leadership
Hadad’s dual role as a soldier and CEO offers a rare glimpse into leadership at its most extreme. His struggle to let go reflects a common startup pain: founders often micromanage out of fear. But real growth begins when the founder trusts their team.
Globalizing Local Problems
Pentera’s strategic advice to “translate the Israeli problem into a global opportunity” is key. Startups with local relevance must build narratives that resonate globally to scale beyond regional investment. Defense-tech, once niche, is now receiving global interest as security becomes a worldwide concern.
Mentorship as a Multiplier
Hadad’s comment about feeling like he “jumped ten years ahead” speaks to the power of mentorship. Access to experienced voices can compress the learning curve for early-stage founders. Growth+ is not just a PR initiative—it’s a multiplier for national innovation.
The Cost of Resilience
While much of the tech world glamorizes resilience, the Israeli context shows its emotional cost. Ratzon and Hadad don’t hide behind slogans—they reveal the pain, uncertainty, and responsibility that come with leadership in chaos. This authenticity makes their insights deeply valuable.
The Future of Israeli Tech
With economic instability, reserve duty disruptions, and shifting investor sentiment, Israeli startups must evolve quickly. Leaders will be judged not just by innovation, but by adaptability. As the AI era explodes, blending technology with lived experience—especially from conflict zones—will give rise to startups with both impact and durability.
Fact Checker Results:
- Statements about Yoav Hadad’s 400-day reserve service have been confirmed through multiple public reports.
- Pentera’s origin story and Amitai Ratzon’s background in sales at SuperDerivatives are documented in several business interviews.
- Growth+ is a verified initiative by Calcalist and Poalim Tech, actively pairing startups with veteran founders.
References:
Reported By: calcalistechcom_cdfb62a1587b16b4acfe44ed
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