Yesterday I was at Hebrew University of Jerusalem speaking to a group of student startups on the principles of startup communications.

These were students from all over the world taking part in the Transdisciplinary Innovation Program.

The focus on here is on principles.

They are belief sets.

These are not tips and tricks.

They are your first step forward – way before you even think about “PR,” or even thinking about “press…”

I call it “Above The Code,” because this is about the added layer on top of your code.

It’s the lyrics to your compostion.

It’s all rooted in music.

Others see it as code.

I think they are one and the same. King David was a guitar player and aside from B.B. King, Chuck Berry, and Keith Richards, I think he had a pretty good career.

He, like Jerusalem, was ‪#‎BuiltToLast‬.

That’s why most of what I have learned in doing what I do has been from musicians and not “startup experts.”

Thank you, Oded Barel and Nitzan Adler for inviting me to come today and speak.

Following my talk, I did office hours with the students. It’s amazing to be on a college campus again and meet bright young minds from all over the world, who’ve made a conscious choice to be here, work here, and contribute to the world at large.

40 years ago, I was at Antioch College where we used typewriters to do our work….Google was the card catalog at the library. The Beatles had alrady broken up way before….