YIFAT KEDAR | CEO AND FOUNDER OF APPROACH
My Approach
My professional journey began in the field, in
places where truth is the
most complex
resource to obtain. As an investigative journalist
and
documentary director for broadcasting
organizations "Kan 11," Keshet 12,
Reshet 13, and
international broadcasters such as ZDF,
Discovery, France
2, and BBC, I dedicated more
than two decades to cracking the
mechanisms
of influence on public consciousness - and
there I learned
how narratives are built, why
they collapse, and how they shape the
reality in
which we all operate.
After years of documenting reality, I moved to
shaping reality. In my
management and
entrepreneurship roles at Reichman University, I
deepened my research into the connection
between technology,
cognition, and digital
influence, while mentoring senior executives in
the
world of cross-platform narrative
The next station in my journey led me to
strategic work with large
companies in the
business and public sector, where I reached the
conclusion that changing a belief system is not
"magic" but a carefully
planned architecture
that serves as critical infrastructure for stability
within chaos
I founded Approach around one core insight:
in a world shaped by
digital chaos and
disinformation, blind spots and perception
gaps
increasingly influence critical decisions.
Together with a multidisciplinary
team of
experts, I bring decision-makers a distinctive
methodology that
combines advanced
technology with human intelligence, helping
leadership teams build resilience, strengthen
trust, and make better
decisions over time.
Our Experts & Partners
Sharon Israeli
Marketing Strategy, Branding & Business
Growth Expert
A senior marketing strategist with more
than 25 years of executive experience in
marketing leadership, brand building, and
business growth. Former VP of Marketing
at Henkel Israel and former VP of Strategy
at Ogilvy Israel, Sharon brings extensive
expertise in leading brands, business
development, and managing complex
marketing ecosystems. Today, he advises
companies and organizations on growth
strategies and brand positioning that
create measurable business value.
Yoav Leshem
Founder and Executive Producer,
Beyond
Creative
A documentary production company
dedicated to creating impactful stories
that resonate with audiences and drive
change. The company collaborates with
all
major Israeli broadcasters, both public
and
commercial, while maintaining
partnerships with leading international
broadcasters and media organizations. In
2023 and 2024, one of the company's
films,
In the Name of the Father, was
broadcast
on European networks,
including the BBC
and France Télévisions.
Beyond Creative Productions is
committed
to producing high quality
documentary
content that combines
rigorous research,
compelling human
stories, and powerful
storytelling. In 2024,
the company received
the prestigious
Sandford St Martin
Journalism Award for
excellence in
journalism and
broadcasting.
Dr. Eyal Pinko
Cyber, Intelligence, and Military
Strategy
Expert
Cybersecurity, intelligence, and military
strategy expert, and co-founder of
AIDOME. Dr. Pinko served for nearly 28
years in senior operational and
intelligence positions within Israel's
defense establishment and the IDF,
leading complex technological
development programs. He also served
as
a senior advisor to the Israel National
Cyber Directorate. During his military
service, he received the IDF Chief of Staff
Excellence Award, several Creative
Thinking Awards, a commendation from
the Prime Minister's Office, and the Israel
Defense Prize. Dr. Pinko holds a PhD in
Military Strategy and lectures and
conducts research at leading strategic
research institutes worldwide.
Nitza Gletzer
Content Editor, Journalist, and
Documentary Storyteller
An experienced content editor, journalist,
documentary film editor, and branded
content creator. Formerly a senior content
editor at Channel 10 News, Nitza has
created and edited numerous
documentary films and series for KAN 11,
Keshet 12, and Reshet 13. Her notable
works
include On Islam, Chronicle of
Revenge,
Judges of Flesh and Blood, and
Three
Photographers in the Swamp.
Moshe Ber, Adv.
Information Warfare and Cognitive
Influence Advisor
A founding member of a strategic unit
within
the Israel Defense Forces dedicated
to
information warfare. Developed
methodologies
and tools for addressing
cognitive
manipulation and
disinformation. Lecturer in
the course
Influence and Power in the Age of
Algorithms at Reichman University, and
co-
lecturer of The Battle for Trust at Tel
Aviv
University, and in organizations
executive
training with Yifat Kedar.
Malka Asher
CEO & Founder, aware, Business
Research Institute
Expert in Perception Diagnosis and
Transformation. Founded in 2007, Aware
operates through exclusive and
innovative
methodologies that enable
organizations
to uncover and understand
the hidden
perceptions of their
consumers and
customers, on the one
hand, and of their
managers and teams,
on the other. By
revealing these
underlying perceptions,
the institute
transforms them into
practical and
effective tools that drive
organizational
change, strengthen
strategy, and
enhance marketing
communication.Aware supports and
advises numerous organizations in Israel
and around the world, transforming
insights into proven results that increase
profitability and help businesses advance
to the next stage of growth.
Dr. Galit Ben-Toval
Organizational consultant who leads
organizational change processes and
develops management and leadership
capabilities for teams and senior
executives.
Holds a doctorate in Egyptology from the
Hebrew University of Jerusalem, recipient
of the Bernard Bloomfield Prize and a
graduate of Georgetown University. An
organizational consultant for high tech
companies who trains and develops
leaders and managers across the
business and public sectors. Academic
director and senior lecturer at the Sela
Group school for managers, and teaches
organizational behaviour and
management at the business school of
Reichman University.
Shachar Nachshoni
Owner and Founder, Echo Ai. GEO
research and strategy.
More than twenty years of experience in
digital marketing and in building growth
engines for businesses. He works in
research and GEO strategy, examining
how organizations are seen and cited by
artificial intelligence engines, and today
advises companies on adapting their
digital presence to an era in which
search runs through models.
Yovel Yaffe
Owner and Founder, Echo Ai.
Development, technology and artificial
intelligence.
Over the past decade he has worked in
technology, automation systems and
artificial intelligence, building AI based
infrastructure and systems for
organizations. He works to connect
people with opportunities through
advanced technology, turning insight
into systems that run in practice.
