Omri Hurwitz
Omri Hurwitz
Tech Marketer & Media Strategist

Tech Leaders: Elly Perets, CEO, Asterra

Elly Perets, CEO, Asterra  Photo Credit: Michal Bendak
Elly Perets, CEO, Asterra Photo Credit: Michal Bendak

Welcome to my Tech Leaders Interview Series, where I interview impactful leaders and ask them to share tips and techniques that have benefited them, both in their personal and professional lives. 

This interview is with Elly Perets, C.E.O. of ASTERRA.

About Elly: 

Elly Perets has spent his long career in tech “cracking” product-market fit strategies and developing go-to-market tactics for multiple technologies, both as a C.E.O. and as an executive leading international sales and marketing teams. Additionally, Elly has a vast knowledge of the Theory of Constraints, having served as a consultant at the Goldratt Group. 

Today, Elly serves as C.E.O. of ASTERRA (Technology by Utilis), answering the company’s “what” on the strategic level and executing the “how” on the tactical level. He holds a Master of Science in Engineering (M.S.E.) from the University of Pennsylvania, The Wharton School, the School of Engineering and a Law degree (L.L.B.), and a Business degree from the Interdisciplinary Center Herzeliya, Israel.

Q: What are your main productivity tips? 

On the personal level — reprioritize your tasks twice a day, and avoid multitasking.

On the organizational level — Implement a CRM from day one, even if you have no sales. Strong sales infrastructure is the key to scalable growth.

Q: What is your favorite drink? 

Wine, preferably red.

Q: How do you deal with stress and anxiety? 

I don’t resist or try to subdue it. I let the anxiety run its course and listen to what it tells me. Usually, It allows me to understand the root cause, and with time the solution reveals itself.

Q: Your tips for aspiring entrepreneurs? 

Understand your limitations, and find those who can help overcome them. Product market fit is an ongoing effort; never stop questioning it. Success is when disruption becomes a standard.   

Q: Who in the Tech industry would you like to meet for lunch? 

Eyal Waldman is an aspiration for me. His vision is measured by its long-term sustainability, supported by a capacity for continuous innovation and adaptation.  

Q: If you could live anywhere, where would it be? 

I had the opportunity to choose more than once. I always chose Israel; this is home.

Q: What is your favorite book recommendation? 

The Master and Margarita (Mikhail Bulgakov). 

Q: Why are you in Tech? 

All products need help answering questions about their product-market fit and go-to-market strategies. And when someone asks me what I do, that’s what I tell them. 

But when I answer those questions in Tech, the intellectual challenge is constant. The scale and pace of change don’t allow innovation to be a one-time effort, and the journey of technology from ideation to market is never the same.

It’s also important to note that many of the daily opportunities for innovation are not only on the technology and product level. It is across all business functions, from marketing to sales to delivery, production, etc. Between those and the technology, there’s never a dull moment.


ASTERRA (Technology by Utilis) is a world leader in S.A.R. (Synthetic Aperture Radar) satellite-based infrastructure intelligence. The company’s patented algorithms for the detection of soil moisture types below ground bring to the market the only intelligence of this kind. By analyzing S.A.R. imagery, ASTERRA collects hard, actionable data, which it puts in the hands of ground crews, planners, and engineers. Since its inception, ASTERRA has expanded its product line from “Recover” for water leak detection to include “Masterplan” for long-term water infrastructure planning and “Earthworks” for ground engineering intelligence across multiple verticals. 

Since 2016, ASTERRA’s Recover has saved more than 27 billion liters of potable water and 22,000 MWH of energy per year, supporting United Nations Sustainable Development Goals (S.D.G.). ASTERRA is headquartered in Israel with offices in the United States and the United Kingdom. Their innovative data solutions are used in multiple verticals around the globe. 

About the Author
Omri Hurwitz is a Tech Marketer and Media Strategist. His client portfolio consists of some of the leading companies and start-ups in Tech. He writes for several media channels including Forbes, The Times Of Israel, The VentureCation, Hackernoon, Benzinga, and more. He also has a show where he interviews leading personas from a variety of industries, to talk about the mental and mindful side of his guests and how it helps them in their personal & professional lives.
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