Interview · Michel Zvigi
Before Shapo, Michel Zvigi stood behind the chair serving customers every day. From there he brought what the industry lacks most: how an owner feels when the diary is empty.
Michel Zvigi's road to digital didn't run through a tech company. It ran through a small business of his own, behind a chair, with customers coming and going all day.
"When you own a business, you feel every empty day in your pocket," he says. "Nobody had to explain to me what a no-show customer is."
From there he started learning how to bring customers: first for his own business, then for friends, then for businesses across Israel. Paid ads, websites, video and automation, always with the same question: does it bring a customer.
That's how Shapo Digital was born. An agency that speaks the owner's language, because the person running it has been there. Today, alongside client work, he lectures and supports colleges and courses in the field.
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