Tania Amar established CXP Consulting after over 20 years as a senior marketing executive in the high-tech industry and a prominent venture capital firm in Israel. With extensive experience in the Israeli tech sector, she witnessed numerous remarkable “made-in-Israel” technologies that failed to achieve the recognition and business success they deserved. At CXP, her primary goal is to empower these exceptional startup founders by assisting them in crafting compelling and impactful stories that showcase their unique value proposition, ultimately translating into increased sales.
Below are highlights of the interview:
As a woman in a leadership position, what challenges have you faced and how have you overcome them?
It’s no secret that the technology industry is dominated by men, especially at the top, so my journey toward leadership positions was not without challenges. Aside from this well-known situation, I’ve had to deal with the additional disadvantages of being an immigrant who knew little about the local culture and language (I moved from France to Israel in my early 30s). Among the strategies I have used to overcome these challenges was first to seek local mentors (I call them my “angels”) who guided me and helped me crack the cultural code of my new business environment. Moreover, I focused on expanding my network of professional peers to extend my reach in the local and international business communities. I am proud to say that I’m now in a position to give back by supporting new immigrants to Israel with their career pursuits.
What strategies have you implemented to foster a diverse and inclusive workplace?
As an immigrant, diversity and inclusion have been integral parts of my own professional journey. I found myself searching for recruiters who were open to hiring a non-local candidate who didn’t necessarily “check all the boxes”. Today, it is very clear to me that people who might not seem to be a perfect fit at first sight can certainly bring a wealth of relevant qualities and skills that make a major difference. That’s why I decided to dedicate myself to promoting the business value of international talents in my roles as mentor and active board member at the NGO, Gvahim.
What are some key leadership traits that you believe are essential for success in your role?
Throughout the years, I created my own “4Vs model”:
- Vision
- Versatility
- Velocity
- Vitality
Vision is the North Star that guides decisions, priorities and inspires us (my team and I).
Versatility– because our world constantly evolves, we need to keep learning to remain relevant, continue bringing value, and grow. I achieve this through constant learning. For example, I recently completed a very demanding course on business strategy at Harvard Business School and became certified as a business coach. My next learning “adventure” will probably be acquiring a new language. For me, versatility is also about taking risks, moving out of my comfort zone, and stretching the possible.
Velocity– The tech world changes fast, so we need to adapt quickly to keep pace with new developments. Vitality- It relates to both physical and mental strength. Vitality is a necessity to maintain outstanding work quality, think clearly, and stay focused. Keeping a high energy level is crucial for entrepreneurs going through ups and downs.
Vitality is communicative and contagious, which is why I choose to surround myself with people who radiate good energy. Ultimately, the 4 Vs work synergistically, nurturing each other to create a virtuous cycle (another V!)
What advice do you have for women who aspire to become entrepreneurs or hold other executive leadership positions?
Following recent downsizing in the tech industry, I had the “opportunity” to speak with quite a lot of women (and men) who are considering entrepreneurship as an option following layoffs. Here is some of the advice I shared with them:
- Define clearly what you’re really good at and what you’ll enjoy doing, day-in and day out. These are your superpowers! Do not get stuck in the search for THE “perfect” niche for you. It’s best to choose ONE which is “good” for you – and start with it.
- Look for partners who have synergies with your business. I am a big believer in the power of the eco-system. Some of my most rewarding experiences have been when I partnered with other experts or boutique consultancy like ours to deliver amazing value to our clients together.
- Last but not least, make your customers extremely happy about your work. Your reputation and customer loyalty are your biggest assets, and positive customer testimonials are your best marketing tool.
How do you stay current with industry trends and advancements in technology?
I am involved in a very broad scope of domains such as biotech, e-commerce, fintech, 3D printing, cyber, agtech, AI, medtech, and more. In this context, I need to stay constantly updated about global technology trends. My (almost) daily practice is to listen to my favorite podcasts during my morning walks. I also read inspiring business books, especially the ones recommended by leaders that I follow and trust, like Seth Godin, Bill Gates, or Dr. Ichak Adizes.
What do you see as the biggest challenges and opportunities facing businesses in your space in the next 5–10 years?
I am convinced that the next significant change will be the increasing use of artificial intelligence (AI) in all domains, including sales and marketing, where we operate. With the vast amount of data generated by technology, companies will be able to leverage these technologies to better understand customer behavior, personalize their marketing efforts, and improve their sales processes. For consulting companies like CXP, AI can be used to deliver faster results in some areas and allow us to focus on areas where AI is still insufficient. For example, in our world, AI cannot replace our unique skills in innovation, creativity, and critical thinking, which are essential for supporting our customers’ growth.
How do you balance the demands of your professional and personal life?
As an entrepreneur, my personal and professional lives are tightly intertwined. I often use my hobbies as a source of creativity, as this is an extremely important part of my job. For example, I find a lot of inspiration in music, which I have practiced as a singer in vocal ensembles since my teenage years. I am also a passionate traveler. Starting in the beginning of 2022, I began taking “digital nomad” experiences, spending a few weeks each time in a different country. This is my new travel adventure, which promotes both creativity and work-life balance.
Website: https://www.cxpconsulting.com/
