A Day in the Life of Ronit Erlitzki

February 11, 2020
Ronit Erlitzki

In this series, we take a look at some of the bright and knowledgeable people behind our success here at AdEdge Water Technologies and see how they tackle their day-to-day challenges. Today we are here with Ronit Erlitzki, director of business development and innovation.

I’m a great scavenger of opportunities. Not everything is possible, but a lot of things we categorize as impossible – if you decide to do it, you can do it.

What is your role at AdEdge?
I’m trying to define and crystallize ideas for expansion of the company and identify new revenue streams. It could be anything from partnership with another company or identifying a new technology that’s a good fit for our company and can help us increase future revenue. And I also try to encourage what we call messaging, where different people in different departments sit around the same table and we try to refine our message.

A lot of the work I do is trigging and pushing people into challenges. I would be the provocateur, or catalyst, if you want. It makes people think.

What are your morning habits?
I wake up the alarm. It doesn’t have to wake me up. I don’t want to insult the alarm.

What do you feel most proud of in your job?
I think that my biggest contribution, besides specific projects, is identifying opportunities. I’m a great scavenger of opportunities. Not everything is possible, but a lot of things we categorize as impossible – if you decide to do it, you can do it.

You need sometimes to round corners and ignore the problems. It’s something that you learn when you do research. When you set an experiment or design, you can torture yourself with endless parameters that maybe hurt your experimental design. My Ph.D. mentor once called me into his office and said, "Ronit, stop it, you have a goal to do this experiment. Open a tiny window. Try to control it. Don’t worry about anything else. Once you’re done with it, open it wider."

What are some of your pet peeves?
Naysayers. I hate that people only say why not, without saying "But maybe, if you do so and so, we can do it." Don’t just say no. Naysayers give me a hard time,.

Also, people who don’t follow up. If somebody needs to do something, including myself, and you see that it’s not going to happen, just say it. So I don’t face a situation that something is not ready.

What music do you listen to?
Lots of Israeli music. Radiohead and Queen are my favorite bands.

Is there anything else about your job that you think we should know about?
I have an amazing job. I get paid to think about new ideas all the time and I meet a lot of people. That’s the role – to bring the news to the outside world and cultivate relationships. It’s all about innovation and interaction with people. So I think it’s the triangle of people, innovation and revenue. And it’s a cool job.

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Like the rest of the world, our lives here at AdEdge Water Technologies have been upended by the COVID-19 pandemic and resulting crisis.
In this series, we take a look at some of the bright and knowledgeable people behind our success here at AdEdge Water Technologies and see how they
In this series, we take a look at some of the bright and knowledgeable people behind our success here at AdEdge Water Technologies and see how they