Memos

Breaking Down
Barriers

Bar-Ilan narrows communication gaps
in high-tech relationships.

sharpen the area where busi-
ness, language and self-confi-
dence meet," says Rona
Special to the Jewish News
Ofry.
In a world where nuance
srael's business corn-
can
make the difference
munity can be very
between clinching a deal or
thankful Rona
cementing a good relation-
Schaver Ofry did not
ship, etiquette and mutual
decide to become a veteri-
narian.
Rona Scha ver Ofry understanding are key ingre-
dients. Global One helps in
After earning her bache-
all these areas.
lor of science degree in biol-
"We offer a customized approach,
ogy from Wayne State University, the
which
can zero in on specific needs,"
Israeli-born, Southfield-raised Ofry
she says. "It might be something as
made a very significant career switch.
simple as improving how companies
Five years ago, after being accepted
use e-mail or it could be help in set-
into the first International English
ting up a conference to host a group
MBA class at Bar-Ilan University in
from another country."
Ramat-Gan, she made aliyah to Israel.
Global One's "full service" business
She was ultimately one of only 12
curriculum offers five programs:
students to graduate from an original
• The Global Basket. Tailor-made
class of 60 students.
instruction on learning business
It was during her first professional
English
position at Cyber-Ark Software Ltd.
• Global Seminars. Gives presenta-
that the nucleus of a business started
tions on cultural differences, for
pushing for life.
example, an 'Asia Workshop"
"My boss at Cyber-Ark had a high
• Global Preparation. For exam-
level of English," remembers Ofry,
ple, when a CEO needs help writing
"but I noticed his self-confidence was
a specific presentation or proposal
lacking when he dealt with American
• Translation
and international business people."
• Global Correspondence
Ofry observed this tendency among
other business people she met. "English
is the official language in the high-tech
What's Available
world," she says. "Since Israel's increas-
The school also performs specific
ingly high-tech economy is so depen-
functions on a "for hire" basis, such as
dent upon American parent companies
writing a speech for executives. It
and subsidiaries, I wanted to try to help
conducts secretarial training, too.
improve communication techniques
"We will help a secretarial staff
among Israeli-born entrepreneurs and
with American-style customer-service
other professionals."
techniques, for example," says Ofry.
We might focus on e-mails, corre-
Setting Up Shop
spondence and telephone etiquette."
She says companies usually choose
Ofry launched Global One
to have program instruction at their
Instruction in Herzilya Pituach, an
business sites. Global One also has its
area between Tel Aviv and Haifa, in
own classrooms. Personnel from at
November 1999 with one teacher.
least 80 companies have so far bene-
Just celebrating its first birthday,
fited from its courses.
Global One now boasts a staff of 28.
Shula Even-chen, administrative
Twenty-nine-year-old Rona Ofry is
manager for Mutek Solutions Ltd., a
director; her husband, Alon Ofry, is
software developer in Or Yehuda, is
marketing manager.
appreciative of the school's programs.
"Our business philosophy is to
"Rona Ofry, in particular, was terrific

DEBBIE WALLIS
LANDAU

I

12/1
2000

116

to work with. She has a great personali-
and her school is very efficient," says
Even-chen. "They construct the exact
courses needed for the areas each person
has specific difficulties with."
Even-then said 12 Mutek Solutions
staff members studied with Ofry and
her team.
"I needed to prepare for a conven-
tion. Rona helped me with speeches
and writing some teasers to attract vis-
itors," she said
Even-chen said newcomers from
Russia especially benefit. They fit the
profile described by Ofry.
"Most of our enrolled 'students' are
highly educated achievers who feel
some discomfort in either business or
social settings because of differences
berween language and cultures,"
explains Ofry.
"Lots of them have doctorates.
Several are attorneys. The idioms of
humor and manners differ a lot. Small
talk matters. Someone could speak
perfect technical English but still be
misunderstood."

ty,

Helping Newcomers

People have long had the option of
enrolling in Berlitz language classes. But
that school's classes are fairly standard,
according to Ofry, and the curriculum
might not address specific challenges of
particular business environments.
Global One has been beneficial to
many people who have made aliyah
— from America or elsewhere.
Working in reverse, the classes can
familiarize newcomers with Israeli cus-
toms, humor, interpersonal and busi-
ness behaviors.
Stress reduction is a big dividend
for Global One students, according to
its founder. "It's not a specific course,"
says Ofry, "but it's a definite benefit.
As people become more confident and
proficient, it makes sense that their
stress levels go down."
Rona and Alon Ofry live in Ramat
HaSharon, outside of Tel Aviv, with
their dog Simbal Her parents, Chava
Schaver and Dr. Isaac Schaver, still live
in the Detroit area. One sister, Shira,
resides in New York. Rona is also the
granddaughter of Emma Schaver, a phil-
anthropist and former opera singer, now
95 and living in Southfield.
Bloomfield Township-based Les
Goldstein, Midwest executive director of
Bar-Ilan University, says, "We're really
proud of Rona here. She's a third-gener-
ation Detroiter and among the first of
whom we hope will be many English-
speaking people who will make such a
positive impact on Israel." ❑

Fred Yaffe of
Bloomfield Hills was
elected chairman of
the board of trustees
of Leader Dogs for
the Blind in
Rochester Hills at
the board's annual
meeting.
Fred Yaffe
Yaffe is board
chairman and CEO
of Southfield-based Yaffe and Co. He
has been nationally recognized for
creating advertising and marketing
strategies in a variety of major prod-
uct categories, most notably retailing
and gaming.

Steve Heitzner of Scottsdale, Ariz.,
formerly of Flint, has been named
vice president of sales and marketing
for Marriott Lodging, Western
Region. His responsibilities will
include overseeing regional sales and
marketing activities for all Marriott
lodging products. Heitzner holds a
bachelor of arts degree in marketing
from Michigan State University.

Lynne E. Deitch of
Birmingham is the
chair-elect of Lex
Mundi, a worldwide
association of inde-
pendent law firms.
Deitch, an attorney
and shareholder at
the Detroit-based
Lynne Deitch
firm of Butzel Long,
is the first woman in
the organization's history to serve in
this leadership capacity.

Jason Brown of Birmingham has
joined the public relations firm of
Hass Associates Inc. in Troy, specializ-
ing in Internet corporate communica-
tions. With a background in broad-
cast journalism, he was a producer for
WJR-AM and the Warren and
Jacquelyn Pierce show on WYUR-
AM.

Beaner's Gourmet Coffee has opened
its 14th store in the Lansing area and
signed an agreement with Mike
Zimmer of Crown Point, Ind., for a
northwest Indiana store. Beaner's
president Bob Fish said the Lansing-
based company has seven stores of its
own and an additional seven in Barry
Greenblatt's Barry's Bagels stores:

Jeffrey B. &Mussel of Huntington
Woods has joined the Detroit-based law

MEMOS

on page 118