It was somewhere between 1954 and 1956 when Shakespeare wrote “What’s in a Name.” Since then, it has been commonly used as the focus of communication. However, over the past few of years, the basis of communication has changed to “What’s in it for me?”
That is exactly what modern-day business leaders are trying to present. Searching for one such leader in the core space of communications, we stumbled across Amy Kenigsberg, Co-founder and COO of K2 Global Communications.
Her journey speaks volumes about how the world has changed, including the transition from “what’s in a name” to “what’s in it for me.”
Without further ado (definitely not “Much Ado about Nothing”), let’s deep dive into her exciting journey of taking the right message to the right people.
A Journalist Finding Her Natural Fit!
Amy Kenigsberg completed her undergraduate degree in journalism. A few years later, she earned an MBA while simultaneously working her day job as a magazine journalist and then a marketing professional.
Talking about her natural shift in the world of PR, she says, “After a few years in journalism, I switched to marketing and internal communications. The only ‘hole’ in my resume was public relations. When I moved to Israel, I found a temporary job at a PR agency covering for someone on maternity leave. I discovered I was a natural fit.”
Vision & Mission – The Professional Guide
In her work, Amy ensures that communications are always about getting the right message to the right people. The connecting link is the question, “What’s in it for me?”
Talking about her mission and vision, Amy says, “We focus on ‘What’s in it for me’ communications – not what a product does or its features but how the end client experiences its benefits. Our mission and vision are to communicate ethically and responsibly. We try to work with ethical ‘entities’ and have occasionally declined clients with whom we were not comfortable.”
Taking the Right Message to the Right People – UVP
Talking about her company’s unique position in this highly competitive world, Amy emphasizes her core business model saying, “K2 Global Communications is a premier American-run, boutique B2B marketing, public relations, content, client, and internal communications company based in Israel. We work with Australia in the morning, Silicon Valley at night, and all points in between, providing global coverage.”
“We translate complex technologies into ‘What’s in it for me’ messages for everyone involved in the purchasing process. Our customer-centric communications focus on how our clients’ solutions solve their customers’ critical business issues. Our areas of expertise include cybersecurity, AI, IoT, software development, data storage, OT, agtech, biotech, and other complex technologies.”
“Our philosophy and experience were forged in the nexus of Israel’s high-tech climate over almost two decades. We have witnessed firsthand what works – and what doesn’t – allowing us to identify the gaps in a company’s approach to help guide them. While the bulk of our clients come from the Israeli tech sector, we enjoy working with clients worldwide.”
“Our comprehensive messaging process and internal communications focus on ensuring that all team members are on the same page, and customers hear the same information from everyone across the organization,” she explains.
Difference Making Decisions
As for starting the business and its evolution to where it is today, Amy says, “The most important decision was to get started. It takes a lot of courage to leave a steady paycheck and start your own business. When you work for yourself, your boss is always looking over your shoulder, making sure you are getting the work done.”
“In addition, we divided labor between the founders to leverage our relative strengths, which still benefits us to this day. We have built our long-term client base by choosing which industries to target at different times and who within those verticals to approach,” she concludes.
The Right Advice
Advising young women entering business, Amy suggests, “The global economy isn’t a friendly place right now. Prepare yourself for entrepreneurship, as you will get to a stage in your career where it may not be possible to advance. Learn as much as you can on your journey and be flexible. Find mentors and peers who share your interests and can provide guidance and a sounding board.”
The Future Roadmap
Explaining her company’s scope after 2024, Amy Kenigsberg explains, “In the 20+ years I’ve been doing marketing communications, the world has been turned upside down. When I began in PR, we would make phone calls, send emails, and write long, granular press releases. Now, social media channels are the main news sources that many young adults turn to. Prolificness is out brevity, in. The business we have now is not the one we started running.”
“We’ll continue to be flexible and evolve as times and technologies change. As far as our service portfolio and operational scope go, in the big picture, they will remain the same – providing exceptional levels of service to our clients in their quest to increase leads and build their brands. The tactics, however, may be completely different,” she concludes.
Testimonials
- “We have worked on and off with Amy and K2 for several years. It was – and is – reassuring knowing that they’re always ready to jump in to help us with their exceptional experience, connections, and skill.”
– Liat Malki, Former Head of Marketing, Accelario - “Launching a company is exhilarating, especially when you’ve created a unique, paradigm-shifting tech. Amy immediately grasped the benefits of our zero-trust enterprise browser. Long story short, we had a very successful launch and having the K2 team and Amy at hand was very impactful – and still is. Thanks to their assistance, we’re making a strong and lasting impression on the market.”
– Moty Jacob, CEO & Co-founder, SURF Security - “We keep coming back to K2 because of their rapid grasp of the market and our core value, the quality of the content they compose, and the speed that they deliver it. The fact that their CEO’s background is in a medically related field told me that significant scientific rigor would be applied, and the quality of their materials reflects this strongly.”
– Marc Kenigsberg, former CMO, Antidote Health (no relation)
