The “Light and Shadow” Approach – Mentoring founders and executive teams through the real complexity of the entrepreneurial journey – in the business decisions and on the mental side alike.
In 2009 I co-founded Highcon and led it as CEO for a decade: during that time we raised $80 million, reached $50 million in sales, and 80 machines we developed and built are running at customer sites worldwide. Later the company raised another $80 million, including an IPO on the Tel Aviv Stock Exchange in 2020. Today I bring that knowledge and experience to founders and executives, guiding them through the real complexity of building something from nothing.
The Tech Journey — I started my career at Indigo and lived the full spectrum of startup life as an employee: from euphoria to collapse to an acquisition by HP. That experience taught me that success and crisis are two sides of the same coin.
The Big Leap — At 40, I left the safety net and built a startup from passion. In 2009 we founded Highcon, which developed digital technology for cutting and creasing packaging in place of the slow, manual process the industry had relied on. During the decade I led it we raised $80 million and reached $50 million in sales. Later the company raised another $80 million, including an IPO on the Tel Aviv Stock Exchange in 2020, and total sales reached about $100 million. The road had everything founders know – big wins, deep crises, and relentless learning.
The Mission Today — I make that knowledge and experience accessible to other founders. I don’t come with ready-made answers. I go deep into your challenges with you – thinking together, so you can make clear decisions even when nothing is certain.
What Grounds Me — NLP and guided imagery (listening and empathy), yoga (breathing through balance), the ocean and open spaces (freedom and entrepreneurial courage). These fuel my unique approach.
What stands behind the experience I bring to mentoring
raised during my time as CEO ($160M in total, including the IPO)
in sales during my time as CEO (about $100M in total)
developed and built at Highcon, running at customer sites worldwide
in the Western Negev supported by our nonprofit, New Land Now
Three perspectives that guide my work
Having built a global company from scratch, I bring hands-on experience in strategy, fundraising, finance, sales, market entry, and executive team management -with a deep understanding of the complexity behind building the right infrastructure for execution.
My training as an NLP therapist helps founders manage fear and burnout, build resilience, and develop the ability to listen – and stay silent – strategically in front of investors and clients. Integrating therapeutic tools into business and social performance.
I believe business success must be connected to social impact. From founding a social community hub to establishing “New Land Now,” a nonprofit strengthening community resilience in the Western Negev.
The book “Light & Shadow: A Mental Entrepreneurship Journey” (2026, Hebrew) – the full personal story: from the decision to leave a secure job at 40, through building Highcon and taking it public, to social entrepreneurship in the Western Negev. A book about the mental side of entrepreneurship that nobody talks about. About the book · Read the introduction
Radio Kesem 106FM (August 2026, Hebrew) – an interview about the book, the mental resilience founders need, and the move from tech entrepreneurship to social entrepreneurship. Listen on the Hebrew book page
The Startup++ podcast (Hebrew) – a conversation about the Highcon journey: from the idea, through fundraising, to the IPO. Watch the episode
★★★★★
“You bring new angles to our attention, shed light on our blind spots and raise them to awareness… Beyond your management experience, you bring involvement, care and deep understanding.”
Ayelet Askozido
Google review, translated from Hebrew
★★★★★
“A big thank you to Aviv for advice that creates reality, drawn from rich experience across many fields and a specific expertise in technology ventures. The wise advice and key guidelines we received are now guiding us in the venture we are building.”
Yehonatan Ben Simon
Google review, translated from Hebrew
★★★★★
“The talk was fascinating, and Aviv’s personal journey from the world of high-tech to social action is inspiring. Highly recommended!”
Moria Shuker
Google review, translated from Hebrew
Personal mentoring – business and mental – and talks – depending on where you are:
Early-Stage Mentoring · Founder & Executive Mentoring · “Light & Shadow” Mental-Side Mentoring · Speaking
