About Beeri Tzori Choose truth. Succeed by default.

I'm Beeri Tzori [i]. Entrepreneur, founder of ZUZA, designing human space for choice and attention.

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.