On October 7, during chaotic and anxious moments, Or Messer opened Instagram and saw countless people searching for missing loved ones. Social media was flooded with posts and stories calling for help and sharing any information that could lead to their loved ones. “I recognized an urgent need for a centralized information hub that could organize these calls for help and keep families updated” Or said.
He quickly set up a dedicated website, which soon became the main missing persons database in collaboration with the Defense Ministry. This platform became the core management tool for the civilian volunteer command center established at Expo Tel Aviv, where over 400 volunteers worked, sharing real-time information with security forces.
The project spread rapidly, and professional support quickly followed. Or received an unexpected call from the CPO of Faddom, an innovative company specializing in real-time application dependency mapping and cybersecurity. Faddom’s solutions empower organizations to keep critical systems running seamlessly, offering quick and comprehensive technology. They asked how they could help, and after Or shared the website’s urgent needs, Faddom eagerly took up the mission.
Under the leadership of CTO Ofer and CPO Itamar, Faddom’s expert team developed an advanced reporting mechanism to filter out spam and deliver reliable, organized information. Working tirelessly, the team created unique technological solutions that enabled the site to meet immense demands, transforming it into a fully automated tool that could handle the massive influx of information and traffic in no time.
As the situation stabilized, Faddom offered Or a job. Today, he works at the company, continuing to lead impactful technological solutions.
“In moments like these, you truly see a person’s character, and hiring Or was one of the easiest decisions I’ve ever made,” reflects Ofer, Faddom’s CTO.
While many see reserve duty as a break from business life, Yair Toledano, founder of Class-A, a company providing remedial teaching services and private lessons, discovered it as an opportunity for significant growth. "Reserve duty is actually a unique gathering of professionals from all walks of life," he explains. "You find yourself talking with CEOs, entrepreneurs and senior managers—it's essentially one big networking event."
Indeed, during his recent months on reserve duty, Yair made a key business connection with a senior manager of a national network of community centers. "The conversation started with the challenges in education during these complex times," he recounts, "and developed into a discussion about the growing need for remedial teaching and professional academic support."
What began as casual small talk between the two evolved into a two-year strategic agreement, under which Class-A will provide remedial teaching services and private lessons to elementary and high school students across the country.
"Sometimes, the best business opportunities appear in the least expected places," Toledano reflects. "What starts as a short conversation over a cup of black coffee on a military base can develop into a major collaboration. You just need to be open to opportunities."
Master Sergeant (res.) I., a combat soldier in an elite unit and co-founder of Daroma Real Estate, a real estate company specializing in Greece, particularly on the island of Halkidiki, discovered during reserve duty that sometimes the biggest opportunities appear in the most unexpected moments.
“During a challenging night in reserve duty, between missions under the open sky, I was discussing a new project with a teammate,” recalls I. “I noticed another reservist listening in on the conversation. Out of curiosity, I approached him and asked if he was interested in what we were discussing.”
To his surprise, the reservist shared that he works for an Israeli company specializing in luxury real estate marketing for the European market—exactly the field I. had been looking to strengthen. "We felt as if puzzle pieces were coming together," he shares. "He was excited about our projects, and I was excited about his knowledge and connections."
This chance encounter soon developed into a strategic collaboration. “We set up a meeting immediately after reserve duty, and what started as a casual conversation in the field turned into a partnership that got us into the top luxury real estate offices in Europe,” he explains enthusiastically. “Thanks to this connection, Daroma Real Estate expanded its activity to leading international markets and now works with high-profile clients.”
I.s story is a testament to the power of unexpected encounters and their significant impact. “Reserve duty not only allows us to contribute to our country,” he concludes with excitement, “but it also creates fertile ground for meeting incredible people. I’ve learned that listening and openness can lead to significant changes, both in personal life and in business.”
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Eli Igra Serfaty, co-founder & CEO of MAIA Digital, an agency specializing in LinkedIn strategies for B2B companies and leaders, found unexpected opportunities for business growth during his reserve duty. "Reserve duty is more than just serving the country; it's a unique melting pot of professionals from all fields," he explains. "I found myself engaging with entrepreneurs, CEOs and senior managers of all kinds. It’s like a networking event—but under slightly different circumstances."
During one of his recent rotations, Eli connected with a senior executive who, in addition to his primary role, advises startups on go-to-market (GTM) strategies and growth.
"A casual conversation about brand-building on LinkedIn quickly turned into a deeper discussion about the challenges startup founders face," Eli recalls. "That exchange sparked the idea for a long-term collaboration—where MAIA Digital would support these companies by managing their LinkedIn presence, focusing on personal branding for founders and strategic positioning for their companies."