Roi Ben-Yehuda was one dissertation away from finishing his PhD when he realised he didn't want what was waiting on the other side. He walked away. Then years later, settled into a good job he liked, with a new mortgage and two small babies at home, he felt that pull again and walked away from that too, right in the middle of a pandemic. 

Both times, the "thou shalt” voice telling him to stay on course was very loud. Both times, he ignored it. But the last one he gave himself nine months to make it work or face the consequences.

In less time than that, he built a company centred around the virtue behind his "unprofessionalism". One he believes to be the source of all virtues: courage. 

He even has a mathematical formula: courage = power x purpose ÷ dragons. The dragons are the doubt, the fear, the inner voice that tells you the risk isn't worth it. And his whole work is about shrinking them — not by ignoring them, but by naming them, auditing them, and asking one simple question: what is the cost of doing nothing?

He also makes the case that we celebrate courage only when it works out. And that this is exactly how companies train people out of trying.

Links to learn more about Roi Ben-Yehuda:

LinkedIn

Website

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