Fall in Love with the Problem, Not the Solution
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Description
Discover how to succeed with your idea and create impact alongside a prestigious entrepreneur
“This book should be required reading for every aspiring entrepreneur.”
—Marc Randolph, co-founder of Netflix
Building a startup and securing funding is a true journey full of ups and downs. Uri Levine—entrepreneur, mentor, and co-founder of Waze—knows this well, having spent twenty years creating dozens of companies and witnessing both success stories and failures.
In this book, Levine shares his method for founding “unicorns” (companies valued at over one billion dollars) based on his own experience, using real examples and the case of Waze, which holds the record for the highest price ever paid for a tech company.
His formula is simple: put the user at the center, start by identifying a problem worth solving, and design businesses that improve the lives of everyday people. The author argues that there are only right decisions—and that making them is one of the most important qualities of a successful CEO.
Fall in Love with the Problem, Not the Solution teaches entrepreneurs, professionals in high-tech companies, and business leaders the entire startup development process, starting from product-market fit to defining the business model and securing a path for growth.
It is in our hands to create greater impact on society and help make the world a better place.
Uri Levine is a passionate entrepreneur and disruptor, a two-time unicorn builder (Duocorn), and the author of Fall in Love with the Problem, Not the Solution – A Handbook for Entrepreneurs. He co-founded Waze in 2007, the world’s largest community-based traffic and navigation app, which was acquired by Google for $1.1 billion in 2013. He later co-founded Moovit, known as “the Waze of public transportation,” which Intel acquired for $1 billion in 2020. With over 40 years of experience in the high-tech industry—more than half of it dedicated to startups—Levine is also a globally recognized speaker on entrepreneurship, disruption, market evolution vs. revolution, mobility, and innovation. Committed to inspiring and mentoring the next generation of innovators, he also leads an academic workshop titled Building Unicorns. Levine holds a BA from Tel Aviv University and previously served as a software developer in Israel’s elite intelligence Unit 8200. He is a member of the Board of Trustees at Tel Aviv University. In the academic field, he currently serves as Professor of Practice at IE University in Spain (2025–present) and has been an Adjunct Professor of Entrepreneurship at the same institution since 2023.