Fall In Love with the Problem, Not the Solution -
A Handbook for Entrepreneurs

I am an entrepreneur and also a mentor and teacher. Committed to spreading entrepreneurial thinking, it was only natural for me, after building two unicorns – Waze and Moovit – to take the next step and write “Fall In Love with the Problem – Not the Solution, a Handbook for Entrepreneurs”.

Fall In Love with the Problem, Not the Solution offers mentorship in a book, and aims to empower you to build a successful business by identifying your consumers’ biggest problems and disrupting the inefficient markets that currently serve them.

Throughout the book I unveil the truth behind the hardship of building a startup, side by side providing a cookbook for entrepreneurs in terms of how to make it right, with the hope that my readers will use my insights and Startips to guide their way and increase their chances to succeed.

The book also provides an inside look at the creation and sale of Waze and my second unicorn, Moovit, revealing the formula that drove those companies to compete with industry giants.  

In February 2025, an updated edition of the book will be published, with a new chapter: chapter 12 – Crisis Management – Survival Mode.

While we’ve defined the start-up journey as a long roller coaster journey of failures, it is also a journey from one crisis to the next.

The new chapter is all about how to run your start-up during a major crisis. It could be a national or a global crisis like COVID-19. It could be an economic downturn or a war.

Who is the book for?

I wrote this book with several audiences in mind: Entrepreneurs and Startup Founders, CEOs, management and Boards, tech professionals, Strategy Leaders, Product Developers, Marketing Professionals, and Startup Employees—basically, every person who wants to make their idea come true.

Since it was first published, the book has already been translated into Portuguese, Spanish, Japanese, and Chinese.