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Avi Barzilay

Founder & CEO of Perspective

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About Founder

INTRODUCTION

What inspired you to start Perspective, and how did the idea originally come about?

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When I was 15, I started working for a photographer, helping him with weddings by holding lights and setting up scenes. That’s how I got into photography, and by my mid-20s, I became a photographer myself, managing a studio and shooting weddings, business events, and more. My love for computers led me to learn Photoshop to enhance my photos, which later expanded into graphic design, video editing, and 3D.

While managing a studio, I realized how time-consuming it was to design digital albums and started programming tools to speed up the process and minimize errors. This allowed me to combine my passions for photography, design, and coding into one system, which I named Perspective. My goal was to create a business that united all my interests in visual media.

JOURNEY

What were the biggest challenges you faced during the early stages of launching the company, and how did you overcome them?

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The biggest challenge was building a strong team capable of delivering great results and staying long-term. Without prior experience in creating a team from scratch, I focused on providing the right tools, guidance, and support. Over time, I succeeded, turning the business into a thriving venture while ensuring a positive impact on people.

Can you share the moment when you knew Perspective was starting to gain traction and resonate with your target audience?

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About a year before the pandemic, our marketing efforts on Facebook brought positive feedback, with some photographers saying they’d heard of us but felt intimidated to reach out. Clients expressed loyalty, with many staying for over 15 years despite better prices elsewhere, believing Perspective was the best fit for them. Additionally, having a dedicated team and other companies seeking collaboration confirmed the impact we were making.

Looking back, what key decisions fueled the company’s growth?

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Moving to Kyiv helped bring the team together and opened new opportunities, while closing an underperforming studio in Rehovot freed up mental space for creative growth. I also shifted focus entirely to Perspective, letting go of other ventures like a Photoshop school and business websites, which allowed me to concentrate on scaling the business. The collaboration with JUMBOmail during the critical period of the pandemic opened up new opportunities for Perspective. Some of us began introducing new services, such us UX/UI design, QA and more.

PHILOSOPHY

How does your personal philosophy influence the way you run Perspective and the decisions you make?

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I believe in making thoughtful emotional decisions rather than purely cold, rational ones, as they align more with my intuition and values. My philosophy evolves over time, and I prioritize long-term relationships and happiness over immediate financial gain. Even if I lose money in the short term, I focus on decisions that feel right and will likely pay off later.

What core values do you live by, both personally and professionally, and how do they shape the company’s culture?

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Transparency, respect, and honesty are central to both my life and Perspective’s culture. I believe in addressing issues promptly, maintaining positive energy, and fostering open communication to create a healthy workplace. Kindness and integrity matter more to me than talent or revenue; I prioritize working with good people who contribute positively to the team. Mistakes are seen as opportunities to learn and grow, helping us improve together.

As a founder, how do you balance the pressures of running a business with maintaining a fulfilling personal life?

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Work and personal life are deeply intertwined, as my passion lies in creating rather than simply working. I automate or delegate repetitive tasks to focus on what inspires me, minimizing time spent on non-creative activities. In essence, my work feels more like a hobby, keeping me fully engaged and fulfilled.

How has your personal growth journey impacted the way you lead, and what key moments in your life shaped your leadership style?

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I learned that everyone has their own truth, and understanding others’ perspectives has transformed my leadership. By valuing people’s potential more than they realize themselves, I empower them to grow. My focus is not just on building a company but on making a meaningful impact, supporting my team even if it means they move on to better opportunities. Leadership, for me, is about passion, connection, and being a positive force in others’ lives.

VISION

What role did technology play in shaping the growth of Perspective, and how do you see it influencing the future of the business?

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Technology is essential to Perspective’s growth, especially on the business side, as it enables our services and operations. My vision is to continually advance our tech to support our team and foster creativity, while also ensuring a personal touch that AI can’t replicate. While AI can reduce errors, human mistakes are crucial for growth, and people bring emotion and inspiration that machines cannot. On the customer side, we aim to create an integrated environment where photographers can manage everything they need in one place, ensuring loyalty and an exceptional experience.

How do you approach innovation within Perspective, and what are some of the most creative solutions you’ve implemented to meet client needs?

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I focus on understanding the tasks photographers dislike and create solutions that reduce their workload. For example, after an event, photographers often face ongoing communication with clients for years. Our goal is to minimize this, so photographers can focus on their next event instead of handling lingering requests from the past.

What key factors do you believe have contributed to the strong relationships you’ve built with your clients over time?

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Transparency is key, but the most important factor is viewing photographers as partners, not customers. We focus on working together to serve their clients, putting the quality of service above money or deadlines. Ultimately, our priority is ensuring the photographer’s client has a great experience, because their satisfaction is the true measure of our success.

How do you ensure that your team is aligned with the company’s mission and equipped to deliver exceptional service to clients?

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We use technology to monitor performance without micromanaging, allowing us to track team results with just one click. If a client is happy, it means the photographer and team are doing their jobs well. We focus on results, not work hours—meeting deadlines and goals matters more than how much time is spent. If expectations aren’t met, we address it based on clear, transparent data.

FUTURE

How do you see the future of Perspective?

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I hope to attract customers from all over the world, as I deeply appreciate diverse cultures. Weddings are such significant events in people’s lives, and being part of these stories from various cultures is incredibly rewarding. I look forward to adapting our services to the unique ways different cultures tell their stories through albums, bringing vibrant and diverse experiences to our clients.

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