Personal Brand
Identity, frameworks, pitches, content pillars, and publishing strategy
Brand Identity
Tagline
AI Without the Hype
Core Belief
Most leaders make AI decisions out of hype or fear. Both are wrong.
Alternate Lines to Rotate
AI is a tool, not a strategy. If your AI strategy starts with a tool, it's not a strategy.
The companies winning with AI aren't the ones with the best tools. They're the ones who understand the problem.
The hardest part of AI isn't the technology. It's knowing when to use it.
The gap between AI demos and AI in production is where businesses fail.
AI should make your business simpler, not more complicated. If it doesn't, you're doing it wrong.
Every AI decision is a business decision. Treat it like one.
Good AI decisions come from understanding systems, not following trends.
Named Enemies
AI Theatre
Demos, buzzwords, pilots that die after the presentation
Format: AI theatre vs AI plumbing (show vs substance)
Tool-First Thinking
Buying AI tools before understanding jobs-to-be-done
Format: Tool-first vs problem-first (buying vs understanding)
Prompt Influencer AI
Tips and tricks that never ship to production
Format: Demo thinking vs production thinking (what looks good vs what works)
Vendor-Led Strategy
Letting salespeople define your AI roadmap
Format: Vendor roadmaps vs real needs
The 4D AI Adoption Filter
A named, drawable, repeatable framework. Every post is a slice of this.
Data
"Do we have the data?"
No data = no AI. Audit before you build.
Can we?
Demand
"Does it solve a real problem?"
If the problem isn't painful enough, the solution won't stick.
Should we?
Delivery
"Can we deploy AND maintain it?"
Shipping v1 is 20% of the work. The other 80% is keeping it running.
Will it work in practice?
Defensibility
"Is this durable or a gimmick?"
If a competitor can copy it in a week, it's not a moat.
Will it last?
NSFAG Pitch Variations
30-Second Networking
I'm Doron. I build data and AI systems at Meta -- automated platforms, pipeline frameworks, the infrastructure that makes AI work at scale. I also teach GenAI at IE University to executives and MBA students. What I've found is that most people are making AI decisions based on hype or fear, and both lead to bad outcomes. So I write and teach about making AI and automation practical -- AI without the hype.
6 Content Pillars
Building AI at Scale
What building data platforms and automation systems at a company like Meta teaches about AI (generalized, no proprietary info). Includes data architecture thinking, platform design, how systems actually work.
AI & Automation for Leaders
Practical frameworks for evaluating AI tools, automation opportunities, and data-driven decisions. The "without the hype" pillar.
From the Classroom
Real questions from executives/MBA students/undergrads, answered. What leaders and students actually struggle with. Includes wins like "my students built a functional AI Telegram bot in 12 sessions."
AI Myths vs. Reality
Contrarian takes debunking AI hype and fear. What works, what doesn't, what's overhyped.
The Automation Playbook
Frameworks for when/what/how to automate. Principles that are tool-agnostic, with current examples (Claude Code, Airflow, Make.com, etc.) for relevance.
Building with AI
Practical showcases AND process of building: SaaS pages, chatbots, automations, pipelines. "I built X with Y -- here's how and what I learned." Includes the thinking process, not just finished products.
Book Concept
AI Without the Hype: A Practical Guide for Leaders Who Want to Get AI Right
Working title -- Month 6-12 | 15-25 EUR
Format
35,000 words, practical frameworks with case studies
Approach
Draft emerges organically from 6 months of LinkedIn posts and newsletters
Core Idea
Bridge the gap between AI engineering reality and business decision-making
Publishing Strategy
Weekly Content System (4 hr/week)
Batch-write 2-3 LinkedIn posts for the week
Write and send weekly newsletter (repurpose best LinkedIn + 1 exclusive)
Engage: 10-15 thoughtful comments on others' posts
Review metrics, identify top-performing topics, adjust
CTA Rotation
"I'm collecting AI adoption problems to cover in next week's newsletter -- reply with yours."
"If you want the 1-page 4D Filter framework, comment 'framework' and I'll send it."
"Follow for more AI without the hype."
"Save this for your next AI vendor meeting."
"Share this with someone making an AI decision right now."
"Subscribe to my newsletter for the deep-dive: [link]"
Content Repurposing Chain
Brand Rules
Tagline everywhere: "AI Without the Hype"
Public face: Meta engineer + AI professor (never mention Rebundle/Wadoom publicly)
IE University reference: Mix it up -- sometimes "IE University" by name, sometimes just "I teach AI to executives and MBA students"
Implicit audience: Leaders and founders (not stated explicitly -- let them self-identify)
Content type: Idea promotion (frameworks, insights, practical knowledge) + practical demos/builds
Tone: Expert practitioner -- "Here's what I learned building this at scale. Here's how you can apply it."
Content depth: Accessible + occasional technical deep dives for credibility
Show builds: Showcase real things you've built as proof of expertise
Tools: Pick individual tools from your stack and showcase them one at a time
KPI path: 5K-50K followers in a high-value niche with high conversion
Language: English only
Time: 3-5 hours/week
No em dashes -- use double hyphens instead
Every post ends with a CTA (rotate between variations)
Reference the 4D Filter when relevant but don't force it
Never reuse closing lines across posts