BOOK TRAILER
Ethical Tribing
About the book
In the 21st century, the Jewish People face a new and different kind of threat to their long-term survival: a Next Generation that is less connected to both Israel and their own Jewish identity. In Ethical Tribing, Michael Golden and Joanna Landau present a timely solution to this challenge: a counterintuitive strategy, based on the sciences of influence and social media communication, to reclaim global appeal and appreciation for Israel.
“This book offers a paradigm-shifting, creative approach to addressing some of the most acutely pressing questions facing the Jewish people today. It deserves to be widely read and meticulously applied.”
- Isaac Herzog, President of the State of Israel
“Just as the mavens of past millennia translated the stories of the Torah so that they could be understood by the Jewish people, Joanna and Michael have written the digital road map for all of us to translate the stories of Israel and Jewish life for the Next Generation. We should be grateful to them and follow that road map."
- Jeffrey Solomon, President, Andrea and Charles Bronfman Philanthropies
“Finally, a smart, methodical and well thought out marketing strategy for strengthening Israel and the Jewish people in the age of social media!”
- Fleur Hassan-Nahoum, Deputy Mayor, Jerusalem
“In a Jewish world too caught up in yesterday’s paradigms, Landau and Golden boldly take the Israel Conversation into the 21st century. Their vision of Ethical Tribing is thoughtful, compelling, inspiring and well-suited to an increasingly lost next generation – as well as their parents.”
- Professor Gil Troy, Author, The Zionist Ideas
“This is a must read! With the rise of social media, Ethical Tribing plainly lays out why and how Israel’s supporters need to focus on positive storytelling. The data is clear that this is how to challenge people’s pre-existing views and expand their knowledge of Israel and Israelis.”
- Amy Friedkin, President, Israel 21c, Past President, AIPAC, Lifetime Pro-Israel Advocate
“In many ways, Israel is a misunderstood country. Landau and Golden do a masterful job of laying out a durable social media plan to deal with this challenge in a non-confrontational manner and attract young people around the world to the reality of the country. There is no question that Israel needs this kind of more proactive approach in order to improve its national brand name. ”
- David Reibstein, William S. Woodside Professor of Marketing, The Wharton School of the University of Pennsylvania
“Gen Z’ers are smart, savvy, and digital-first. Ethical Tribing offers invaluable guidance on how to reach them, which is especially important as their global influence increases every day.”
- Ryan Jenkins, Wall Street Journal Best-Selling Author of Connectable: How Leaders Can Move Teams From Isolated to All In and The Gen Z Guide
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