NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Yuri Kruman: CEO, Master The Talk Consulting

My NativeAdVice:


Yuri Kruman is a corporate Employee Experience (EX) Consultant, executive coach, startup advisor, Forbes Coaches Council member and Forbes contributor. Yuri's consulting, advising and coaching portfolio includes speaking engagements and workshops.

How did you get into the industry?

I got my start by helping friends through interview and negotiation prep and talking them through career transitions, since I'd been through 3 (now 4) myself. One of my clients helped get me onto the Muse's coaching platform in exchange for helping him negotiate a higher salary to start there. From there, I just over-delivered to each client, built up a great reputation with testimonials and reviews and expanded my services, charged more and built a coaching and consulting business out of it. At one point, I got onto the Forbes Coaches Council and haven't looked back since.

Any emerging industry trends?

Coaching is a commoditized industry that has nevertheless entered the discussion as an employee benefit. There are ever more "Wendy's" (like in "Billions") working in top organizations and executive coaching has become not just a nice-to-have, but a must-to-have. There are tons of new platforms popping up all over to bring top executive coaches to corporations, not just individual consumers. New AI-powered software is driving instant employee feedback and much faster cycles of iteration for optimizing employee experience. This is where the "war on talent" stands today.

Any industry opportunities or challenges?

Since there are already too many platforms for coaches and consultants, the "Fiverr"-ization of coaching and consulting is already here. Even for the top consulting firms, many advisory and other services they are used to delivering are now automatizing or becoming replaced by AI. Just as in medicine, law and business generally, the layers of middle management are getting eliminated, slowly, but surely. This means that only the top ones will survive and the others will have to become more professional, cheaper or just disappear.

Inspiration for the business idea, and your vision for the Business?

The vision came from changing careers successfully 4 times without any experience or connections, as well as from two failed startups before the current success. The future involves much more corporate consulting and training, writing and speaking, with more strategic, long-term, rather than tactical 1:1 work.

What's next for the Business in the near future?

Business is gearing up for more corporate consulting gigs, speaking at conferences and other longer, more strategic Employee Experience and HR Transformation work.

Your key initiatives for the success of the Business?

Key initiatives are focusing on corporate consulting and building meaningful relationships with execs to offer them value in building amazing company cultures, improving internal and external communication through better story telling

Your most difficult moment at the Business? (and what did you learn?)

The most difficult moment came when my daughter was diagnosed with cancer a couple months after I started doing the business full-time. Thankfully, she's in full remission for the last 15 months. There have been many other personal and professional setbacks due to the Great Recession, massive debt, living in NYC, 4 career changes, among others.

Ideal experience for a customer/client?

I'm in the business of providing an ideal experience for my coaching and consulting clients. They most appreciate highly personalized attention, high responsiveness, deep industry insights and access to my networks, in addition to actual business insights that are invaluable in their due diligence for dream jobs and building successful businesses.

How do you motivate others?

I motivate others best through the power of my own story, with all its massive setbacks and challenges overcome through resilience, grit, faith, focus and diligence.

Career advice to those in your industry?

Career advice for coaches, consultants and trainers... Hmmm. Don't become a commodity!

My NativeAdVantage:

What do I do best?

My two superpowers are language and psychology and helping others learn their own and those of their intended audiences. I help people communicate better in their own mind, as well as with everyone in their lives, creating a virtuous cycle.

What makes me the best version of myself?

Resilience, grit, optimism about life and insatiable intellectual curiosity, plus faith in G-d.

What are my aspirations?

My goals are firstly to be a good father, husband, son and friend to people in my life. Professionally, I want to help 1 Billion over the next 10 years to learn and apply the language and psychology of opportunity and success, find their dream jobs and/or build successful businesses.

My Biggest Success?

Personally, it's being a good father, husband and son, as much as I can be. Professionally, my biggest success (aside from always being a work in progress) is managing to build a successful consulting and coaching practice in only two years of doing this full-time, despite massive setbacks including my daughter going through 14 months of cancer treatments, among others. Without spending a dime on PR, I've managed to contribute to Forbes and Entrepreneur, plus get featured or mentioned in Inc., Fast Co., Mashable, BBC, PBS, many top blogs, podcasts and TV shows.

My Most Challenging Moment?

My most challenging moment, among many, has been dealing with my daughter's cancer diagnosis and treatments in the last two+ years (thankfully, she's cancer-free for a year now). While we got through it as best we could and emerged stronger, it took lots of faith, resilience and incredible support from our community to get through the experience, even if it took a toll on my wife and myself to go through this without having family nearby to help regularly.

My Motto?

"If you don't ask, the answer's always no.'"

My Favorite People/Role Models?

My Mom is perhaps my biggest role model, because she's lived through many incredibly difficult experiences (Soviet repression, divorce, two emigrations, dealing with anti-Semitic discrimination, a Ph.D. while raising kids,  misogyny, politics, etc., among many other difficulties throughout her career, while raising two kids on her own). My other role model is her father, Grandpa Isaak (may he RIP) who fought in World War II, went through hunger, three emigrations, anti-Semitic discrimination, among many other difficulties while being a highly respected physician, amazing father, husband, grandfather and friend to many).

My Favorite Places/Destinations?

Israel, Italy, France, Western U.S., Maine

My Favorite Products/Objects?

Chocolate and LinkedIN. #KiddingNotKidding

My Current Passions?

Writing (in the process of writing or finishing 2 books) and reading voraciously.