“If you look at Israel like a company, we have a very strong crisis management department, but no marketing,” says Joanna Landau, the founder and executive director of Kinetis Ltd., a grassroots organization that seeks to boost Israel’s image in the world.

Shying away from old-fashioned hasbara, Kinetis attempts to highlight the many things Israel has to offer to the world. If Paris equals romance and the US equals freedom, says Landau, Israel equals innovation.

Landau is aware of Israel’s problems, but sees the glass half full: There are many benefits to the conflict, she argues; Israel owes its vibrant, creative atmosphere to the endemic political uncertainty.

Playlist:

Monty Python – Always Look On The Bright Side Of Life

Elton John – Daniel, My Brother

TYP – D.I.S.C.O.

Shlomo Artzi – Shir Baboker Baboker

Photo courtesy of Joanna Landau.