How an exhausted parent invented one of the world’s top time management apps – ISRAEL21c

We all know the phrase “Time is money.” In today’s day and age, with all of our noisy social-media feeds and the gig economy, that phrase has never been more accurate. We simply don’t have enough hours in the day.

The question I get asked more than any other is “How do you manage to get so much done?” My answer in two words is “time optimization.”

When it comes to making the most of your time, no app on our phone is more important than the calendar. That’s where we do all the time management.

A quick search of the word “calendar” on the App Store will yield a ton of results.

One Israeli company has taken a unique approach to the calendar app. That company is called 24me and I had the chance to sit down with the cofounder and CMO of 24me, Liat Mordechay Hertanu, to discuss her company, her journey and so much more.

Who is Liat Mordechay Hertanu?

Please give me your back story.

“I was born and raised in Israel, the oldest of four sisters, and the daughter of an engineer and a teacher. My sister and I got early exposure to tech and science, and fast forward a few years, three out of the four sisters are computer science graduates.

“I was a lieutenant in the Israeli Air Force, and soon after completing my service, I started my BA in computer science at the IDC Herzliya (now Reichman University).

“I was also part of the first Zell entrepreneurship program, an academic accelerator founded by Sam Zell.

“Entrepreneurship was always a part of my life. I enjoyed doing business as a young girl, and was always looking for untapped opportunities, and seeking ways to improve daily life.

“After I graduated, I joined several startup companies, completed my MBA in the United States, and started 24me together with Gilad, my partner in life, in 2012. We are proud parents of four children and have been working together for almost a decade.”

A real-life challenge

Talk about time management! I guess it makes sense that Liat and her husband started a company focused on productivity.

How and why did you start 24me?

“24me was born out of a real-life challenge — to be more organized with the little time we have. Like many young parents, we found ourselves overwhelmed by daily life management, juggling between work, household, errands and the kids.-

“We looked for solutions that would help us keep on top of things, but nothing really worked. We were looking for a solution that will bring everything together: our calendars, tasks, notes and personal reminders. Back then, we couldn’t find such a solution, so we decided to build it ourselves: a smart personal assistant for busy individuals.”</…….