Nonconforming Begets Innovation
Versatile founders Ran Oren, Danny Hermann, Meirav Oren, and Barak Cohen
Meirav Oren, CEO and co-founder of Versatile, is a self-described nonconformist and overachiever, always endeavoring to challenge the status quo in order to improve the lives of others. Versatile began as a thought on a Post-it note following a tragic accident on her brother’s job site. She realized that while the technology to create a safer, more predictable job site existed, it wasn't practical for the industry. At that moment it was clear to her that, while the construction industry was invaluable to society, it was being overlooked by the big tech industry. Launching Versatile seemed natural because the product — CraneView — has made sense from day one. “We created a non-intrusive, seamless technology that creates tangible value for our customers in the field,” she said. MOXY caught up with Meirav to chat across the spectrum of the challenges facing construction and the opportunities that arise from them.
1. Why is mentorship important for women in this sector? What makes a good mentor? Who mentored or inspired you?
I always appreciate seeing other women interested in the construction industry so they can ultimately enhance a very worthy industry. Mentorship is important for anyone trying to make an impact and I believe when acting as a mentor, having humility is important. A good mentor knows when and how to offer their experiences in practical, digestible ways that the mentee can implement independently. This will allow others to make decisions for themselves rather than telling them what to do.
It’s about being an advisor, not a driver.
When seeking guidance, I don’t always look at gender or at one individual person as my mentor. Rather, I ask myself, “Who’s currently where I’m trying to go?” I take in the experiences and perspectives of many people who have inspired me throughout the years, then put their insights into action to inspire myself and others.
2. Was there a rock bottom at any point in your career or your life journey that made you say, I need to pull myself up and make a change?
All the time! But, for me, it doesn’t need to be rock bottom for you to course correct and make a change. We are faced with extreme decisions and make mistakes all the time. I’m sure everyone has had moments that they can define as rock bottom. The key is not to dwell on them. You either succeed or gain the visibility to learn from your mistakes. To quote Nelson Mandela, “I never lose; I either win or learn.”
3. Is there a particular trade you excel at? (carpentry, plumbing, electrical, etc)
Not particularly, I appreciate the industry as a whole and have profound respect for the professionals that build the infrastructure around us every day. My perspective is that it takes a village to build a village and I have a deep respect for field execution.
4. Have you ever had to put a guy in his place?
While the industry is very male dominated, I have seen nothing but respect and well-demonstrated professionalism from both the men and women I’ve worked with in this industry. We all have a determined spirit and I frankly don’t leave room for anyone to be unprofessional. With my preparation, practical knowledge and extensive background in construction, I show why I’m where I am today.
5. You've achieved so much -- where do you go from here?
Versatile has only scratched the surface of onsite data capture, and informed decision making for its customers. We are still learning from the construction industry and are not looking to change it, but work alongside it to create more data-proficient workers and safer circumstances for contractors. What’s most important to note is superintendents and on-site workers aren’t being replaced by technology—in fact, they’re empowered to do more with technology. Our goal is to find more ways to create scalable solutions with non-intrusive technology that fits seamlessly into a pre-existing workflow and empowers the men and women who build.
6. What does it mean to you to have MOXY?
Being comfortable in my own skin, trusting myself and being confident enough to look to advisors for their guidance, but carve my own path in everything I do.
7. Starting a construction business is daunting. Where should women begin?
For us, it started with the end user. What is the need in the industry and how can we solve it in a way that delivers value immediately? When we created CraneView, it was important to create a solution that would not upset the pre-existing workflows. Superintendents and general contractors do not have the time to develop a training class for the solution. Making sure that the software interface is practical and easy to use is essential for adoption on job sites.