Lior Avisar founded Door2Dor, the social initiative that swept across Israel during Corona and set an example to the world, using volunteer programmers to mobilise thousands of volunteers to help their communities. Now, she runs TYM, coaching Founders to shape their public persona. In this conversation we discuss how Lior advises her CEO clients not to listen to the common advice out there and rarely publish; the behind-the-scenes qualities she sees successful founders all share; the process of (in)validating business ideas and saying NO to your CEO clients to stop them making a fool of themselves. ---- Connect with Dror Wayne on LinkedIn Follow Dror on Instagram Send Dror an email dw@drorwayne.com --- Connect with Lior Avisar on LinkedIn ---- Looking to learn more about growing an SME? Check out Business Doesn't Grow On Trees, an easy-to-understand introductory guide to important marketing concepts, by Dror Wayne https://amzn.to/4aCc9DU