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.
- Founder
- ZUZA — smart doorframe hardware
- Writes
- Letter from the threshold, weekly
- Speaks on
- Choice, presence, behavior design
- Mentoring
- Leaders, one-on-one