Leaderboards — you need to be careful with entrepreneurs, because on one hand they have a lot of failures and feelings of inadequacy. Comparing them to someone who is succeeding might create the opposite reaction. You need to do it in a very subtle, thoughtful way.

The need to document information about competitors stems from the fear of looking unprofessional in front of investors or partners.

A high sense of satisfaction is created when Gmail is clean and empty. He strives for 'zero emails'.

Curation Agent (personalized content): aspiring to receive a curated stream of news, podcasts, and articles specific to the entrepreneur's domain — to stay updated with 'minimum noise and maximum value'. Driven by fear of falling behind market changes and competitors.

The fear of running out of money and time is a strong motivator.

Distinguishing between 'hobbyist' and 'committed' entrepreneurs: 'If they're in a space where they can brainstorm when they're already more settled on what they want to go with, that would be much better. Because today we do reach people like that and it's too commitment-heavy for them. There's a huge difference between someone who still works their day job — it still looks like a hobby. There's something very frightening about the casualization.'

Similarly, his need to 'clear' notifications in WhatsApp and Slack and reach 'zero' unread messages provides a sense of completion and satisfaction that drives him to action.

Convenient and intuitive features (Canva): 'The drag-and-drop of images so you don't need to upload — you just drag and it's done. The ability to download partial assets. Built-in image editing at a high level with effects you can add. How you organize everything at the end — there's a kind of studio of all the things, and it's easy to find the materials.'

The need for feedback, celebration, and recognition of small achievements (like completing a persona or a milestone) becomes significant to continue advancing and feeling satisfaction.

Entrepreneurs need a system that simulates a supportive team, provides reliable expert advice, a supportive community, and encourages holistic business development — while dealing with information overload and the need for focus.

The importance of mobile for entrepreneurs: 'As an entrepreneur, there was no separation between my personal life and work. Entrepreneurs are very impulsive people — there's something like: now I feel something, now I want to record... I closed a loop, I'm not leaving the system.'

Reward and competitiveness (Duolingo): 'Coins, coins, coins all the time... and also the leaderboard — wow, the leaderboard was very strong.'

'I would want notifications in the product. And also — proactive things like: you haven't been here for a few days, is everything okay? Or: you received poor validation, or I can see you're stuck in Product Concept. Would you like new market research, or we found a new competitor.'

The entrepreneur's emotional state changes daily, and the system needs to be aware of this and adapt — for example through an 'attitude tracker' that identifies their emotional state.

The ability to track milestones, goals, and timelines helps build an organized work plan. The need for measurable weekly progress.

As the journey progresses and difficulties mount — financial pressure, family, failures — it's vital to remember the original 'why' that drove the entrepreneur, to maintain motivation. Recalling the vision and impact of the startup remains important for preserving the sense of meaning and direction.

Fear of falling behind: driven by the worry that competitors are moving forward, raising money, launching features — 'I must advance' and cannot 'rest'. The need to stay updated on the most relevant news and be part of a community of other entrepreneurs grows over time.

Mood tracking and personalized recommendations: 'Add a feature that isn't complicated — it rates: Hi Dana, how are you feeling about your venture today on a scale... and then it can show you: note that after a month you're still very unsure about this. What do you think could help? Give them options.' Normalization of failures: 'Sometimes putting things in perspective — it's okay to be in a down, that's an inseparable part of the process, and that's excellent.'

Noam regularly uses apps like TikTok and Instagram, partly because they provide an endless stream of new and entertaining content that 'clears his head'.

'[Interactive] it's active... but it's relatively very calm... it's not like I get five notifications every day.'

Sense of improvement and progress (Grammarly, Duolingo): 'There's a feeling that you're not just working on a tool but that it knows you and helps improve you — and that in itself really motivates.' 'What I liked were the breaks — I could sometimes sit for three hours. It gave some sense of progress all the time — look, I passed another thing.'

'Wolt surprises me every time and that's why I like it. The icons are just beautiful and I'm a very visual person — I love all the carousels they have. Sometimes it's video, sometimes photos — there's a lot of variety, it's not boring. Even the scroll is lively.' 'The colors of Wolt are so much fun — they're pleasant.' 'Give it a slightly more interesting appearance — something about its colors that doesn't create a desire to return to it.'

In stressful situations with a sense of overwhelm, Noam or his partner turn to creating lists (To-Do List) to 'take all those clouds and put them in some list.' This action restores a sense of control, creates order, and allows focusing on one task at a time — reducing anxiety and motivating action.

He lacks understanding of where he's headed — what he'll get from working in the system, whether it's money, fame, or just 'nice'. There's a need to remind him of the 'why' that drove him in the first place — his vision to help entrepreneurs and improve their professionalism.

Entrepreneurship is a 'problem,' not a 'feature' — a journey accompanied by extreme emotional ups and downs ('manic-depression') and a sense of loneliness. Noam expresses openness to an AI tool that could provide holistic support, know him deeply, and help him organize his thoughts and emotions.

The homepage needs to be personalized for each user, showing relevant things (like recent actions, new reports, progress), and creating a sense of FOMO and anticipation to see what's new at each visit.

He explains that a notification that pops up when he's trying to concentrate on a task 'takes him out of focus' and forces him to deal with it immediately. He describes difficulty seeing unhandled notifications — a compulsive need to 'clean' them.

'It just clears my head. It requires such specific focus from me... I find it very strengthening — it just lets me not think about anything, I'm just concentrating on what's right in front of me.' 'Colorful and happy — it's very innocent, no-brainer, you don't need to activate anything, just your eyes and your finger.'

'Items with AI and items without AI... suddenly they encounter an item without AI and it's like: I would really want there to be some popup that says — we know you got used to us helping you, but here it's really important that you think for yourself. Something that explained the gaps to me.' 'I would want to see why we recommended certain recommendations, or be able to ask questions about it.'

The ability to present a full and impressive dashboard to mentors and investors is a source of pride, and a desire to share hard work and successes with others ('look what I built').

'Academy' within the system: desire for an 'Academy' tab within the platform that would allow learning about the startup world and centralizing relevant content in one place, instead of searching outside.

'I think our product is not human.' 'We're not talking to users in language that's at eye level.' 'We're only teaching them — we're not with them.' 'Maybe precisely the entrepreneurs who come for the first time need someone to explain things to them as if they were five years old.'

'I'm sure that no matter what, I'll manage there somehow. I also often find myself taking out elements that aren't related — like I need a photo for something, I'll just grab it, I enter, find, save a bit.'

Noam describes himself as an entrepreneur who needs a 'small win'. He enjoys entering the trading app more when the market is rising, which gives him a sense of success.

At the beginning of the journey, entrepreneurs are very motivated with high drive — money, fame, recognition. There's a feeling that the journey is 'pastoral' and easier than it really is.

Constant innovations: 'Every time you enter and suddenly see something new — that's cool. It's also the feeling: great, I'm in the same tool but I'm not falling behind, I am leveraging.'

An educational or knowledge-based product needs to establish itself as a reliable authority so that the user will trust its recommendations and content.

Avoiding stagnation: 'Stagnation killed me — when I felt things weren't progressing. Failing is a thousand times better than things just not moving, no change, I didn't learn anything, I just stayed stuck. Stagnation kills.'

The need for 'fuel' along the way, especially during difficult times — addressing fears like uncertainty about money, time, and competition.

Watching French language learning videos with smiling people and a positive atmosphere gives him a 'good feeling' and 'lifts' him.

Response to entrepreneurial loneliness and need for feedback: 'It's very lonely, and no one will ever care about a venture as much as you do. The ability — and I think this is why people are so excited about talking with ChatGPT — is because first of all, there's feedback, and a slight feeling that you're not alone.'

What is the entrepreneur's 'why'? — Fame and publicity: aspiring to see themselves on the cover of a tech magazine, proving success to friends and family. — Money: financial independence and work flexibility. — Creating impact: many are driven by a vision to create meaningful change, like improving women's wages or helping others.

A state of 40–50 emails is a 'disaster' for him, and 70 emails 'sit on him' — creating emotional load that affects daily decisions, like skipping startup events.

Noam emphasizes that he loves the Interactive Brokers and Wise apps because they are simple and display the most important information (like profit and loss) immediately upon opening.

'When was the last time I worked with Todoist? Last week. I think I do it more as a habit — like Monday and Thursday. First I mark all the tasks I've finished — I clean.' 'Would I stop myself? Of course. There's no one like me who doesn't make a unicorn.' 'Wow, you're doing great — you're almost finishing Customer Discovery. Some entity that accompanies them and pops up to give them that encouragement.' 'They make sure you succeed because in the end you're very very frustrated.'

He sees creation as one of the important things.

Entrepreneurship is a 'problem' and an intense emotional journey with sharp ups and downs, accompanied by feelings of loneliness and sometimes 'breaking'. The product needs to recognize and respond to this journey, provide a sense of accompaniment, and reduce loneliness.

Creating and completing tasks gives him fun and satisfaction, as long as the workload is reasonable.