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Israel Rada

BizDev Manager

Israel profile large

36 years old, Ethiopian of Tigray origin, wearing a kippah, was an IDF Spokesperson's Unit officer. A social worker by training who quickly moved to fundraising for youth-at-risk organizations. Managed a troubled youth branch for one year (very successful, though), consequently lit a torch on Independence Day and became a symbol of social entrepreneurship.

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Johnny recruits him to the company not only to increase team diversity, but also because of his access to public institutions and connection to youth-at-risk supporters, which suits a startup in its early stages.

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Israel comes from a low socio-economic background. His journey to Israel was terrible. His mother was kidnapped on the way and essentially sacrificed herself to save her daughters from kidnappers. He's driven by ambition, and his dream is to rescue his 11 brothers and sisters (from three different mothers) from poverty. He also wants to avenge the humiliations he experienced as an Ethiopian who grew up in Israel. And live life to the fullest.

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Like Yossi, he comes from a disadvantaged background. Unlike Yossi, he's not ashamed to use his background to get ahead. On the one hand, he's proud of his roots, but on the other hand, he often tells Ethiopian jokes and isn't connected at all to his community and tradition. He's married to Yasmin the Ashkenazi and even added her family name (Rivlin). All his friends are from much stronger social strata.

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Israel is also a bit of a stoner. He likes to take life easy and exploit opportunities. Always making cost-benefit calculations. In fact, he's a run-of-the-mill Israeli hustler, just in black. When the startup changes direction and moves away from youth, he realizes his position (and salary!) are in danger. He'll do whatever it takes to continue enjoying high-tech perks and not return to public service.

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Example of an opening scene from childhood: Israel, as a child, tries to cross the desert with his family on their way to immigrate to Israel when robbers stop them along the way and present them with a dilemma: give up Israel's two sisters or they'll kill everyone. The mother asks them to take her instead.

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