Walking onto the trade show floor at SXSW 2013, Great Britain, Korea, Chile, Argentina, Canada, Mexico, Ireland, and other countries were all in force promoting their startups and their emerging startup economies.

Great Britain was at the all-important showcase for innovation and emerging technology promoting the full creative spectrum of interactive, film and music. Its presence was less about business and more about the country’s persona as a global hub for the intersection of culture and innovation.

Notably missing amongst the United Nations of the global startup economy was none other than Startup Nation, Israel.

Rather than being on the show floor and making a statement to the global media at SXSW that Israel was a key driver of all things innovation and creative, as well as providing a place for the Israelis to connect with the global community who attend SXSW, The State of Israel decided to sponsor a private dinner and breakfast at a nearby Italian restaurant. While the dinner was certainly a great experience, most of us knew each other, or we were one or two degrees of separation away from someone we knew.

While I was personally disappointed to not see Israel have some mindshare on the SXSW trade show floor, I started to think back on a meeting I had last summer at Israel’s Ministry of Industry, Trade and Labor regarding what I believed could, and should be at SXSW. My recommendation: take down all the signs in the building, and re-brand the place as the Ministry of Humanity.

By its name, the Ministry of Industry, Trade and Labor, is simply outdated.

I’m not proposing to undo the Ministry and start over.

I’m just here to say that a refresh in culture, attitude and a giant awakening needs to take place.

With some re-branding and bit of heart and soul, the Ministry of Humanity would make this branch of the government not only more relevant, but serve as a way to gain some pretty serious attention and make as statement that Israel is always one step ever so slightly ahead of the world.

As more countries around the world drive their own innovation initiatives, the State of Israel needs to raise the bar a bit, and stay one step ahead of the pack by being the first nation on planet earth to brand this branch of the government based on the creative spirit and its leadership as being the center of humanity.

Going forward, the creation of the Ministry of Humanity, is our opportunity to make a bold statement that everything that is so good, so positive, and so creative that comes from our beloved Israel is really a reflection of its people and what makes Israel, well…Israel.

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