Beeri Tzori working at his desk in daylight

Beeri Tzori · Entrepreneur, Founder of ZUZA Choose truth. Succeed by default.

Designing human space for choice and attention.

The phone won the last decade. This one belongs to the people in the room.

Work with me See ZUZA

Who I work with

Leaders

One-on-one mentoring. Business decisions, technology, and everything in between — so you can lead rooms where people are actually in the room.

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Parents

Practical guidance for bringing attention back home, without the fighting and without relying on willpower.

Details

Partners & investors

Talks, introductions, and joining a company that gives people their choice back.

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Beeri Tzori walking in through the door in the evening

The method

My friends laugh at this. Then they call.

I grew up in a home where you went to school only if you chose to. Not because it's easy — because a decision you didn't make is a decision you won't carry out.

My friends have been laughing at that approach for years. Until they get stuck. Then they call, and they get the same two questions:

What do you actually want?

And if where you are isn't where you want to be — why are you still there?

Nobody likes hearing them. Everybody comes back to them.

It's the same thing I do when I build a product: I don't fight the person and I don't ask for willpower — I design the space where they choose. I show up for reserve duty by choice, I built a business alongside a full-time job by choice, and even when I chose the harder path, I chose it knowingly. That's the difference.

Circumstances aren't always ours. The response to them always is.

More about me Work with me

To choose to be, to feel, to respond — to choose truth. And if I got it wrong, that's on me, on the choices I made. Which means the wins are mine too.

Beeri Tzori [i]