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Leading marketing teams pre and post digital revolution, in traditional media and pure players, large businesses and hyper-growth start ups, brought a few learnings: 1. leveraging the urge for innovation of entrepreneurs and start ups can apply to all environments 2. hyper growth requires quick decisions, the best talent, audacious ideas and the right amount of organization 3. no matter what, relentless focus on the consumer and on the value of brands can't be wrong 4. Focusing on talent development has the best long term ROI 5. Adding a touch of brightsiding never hurts. Recently Carole became digital advisor to Tel Aviv Municipality.