Directions Brain

Guy Barkat

6 min read

Guy Barkat

Role

Senior at etoro; business owner for the APIs domain (API Trading, Agent Portfolio, App Store) and involved in M&A discussions. In 2026-05-06-brain-os-strategy-brainstorm played the explicit “red team” role challenging the Brain’s value proposition. By 2026-05-27-directions-vertical-pivot-and-prediction-markets had moved from red-team-only into authoring the dominant strategic frame (vertical-use-case-led-brain).

Affiliations

  • etoro — current employer; business-owner over API Trading, Agent Portfolio, and App Store. Recent compliance incident blocking two key markets is the canonical “Brain would have caught this” example.
  • brm — family VC; father is owner/MP, uncle Eran is the SaaS/hi-tech partner. Potential intro pipeline.

Notes

  • Personally knows Sierra’s VP Product (ex-Mixpanel VP Product, who joined Sierra as an IC engineer for ~$7M signing). Used this as a data point for Sierra’s seriousness — see sierra.
  • Met Wonderful’s VP Product (Norm Mahabi/Rakhabi — uncertain spelling) once when trying to bring him in to discuss product methodology at eToro.
  • Frames the central strategic question as “vitamin vs. painkiller” — see vitamin-vs-painkiller-framing.
  • Believes etoro is more chaotic than monday and that most companies are closer to eToro-style chaos than Monday-style alignment, which strengthens the market opportunity.
  • Convinced any pitch must convince a CEO buyer that they cannot build this themselves and that the alternatives in 6 months will not be good enough.
  • New (2026-05-27) strategic frame: build vertical, use-case-led products with the Brain as the moat underneath — see vertical-use-case-led-brain. Pricing intuition: ride agent-token usage like Cursor (≈20% margin) rather than seat-based wiki licensing.
  • New (2026-06-13) red-team frame: the product cannot be “better context” alone; it must expose a concrete output buyers can pay for, whether in revenue-cycle-brain, account-management-vertical, or construction exec visibility.
  • Surfaced the prediction-markets-regulatory-play thesis after a conversation with tomer-shalom; has a follow-up scheduled with the chairman of winner-toto early next week.
  • Meeting axonius’s CTO Wednesday evening for directions input. Connection routed through pagaya’s founder.
  • Personal: child-on-the-way; available cadence-wise “until the birth, then a few days off”; partner of a Maccabi Tel Aviv basketball fanbase (the football opener of the meeting).
  • 2026-06-20: articulated the strongest human-in-the-loop-accountability thesis so far: company brains cannot be accountable without human approval because real organizational truth includes politics, status theater, and context not captured in text.
  • 2026-06-20: pushed the group toward a denser interview cadence and agreed to source at least two construction-management interviews plus evaluate user-interviews.
  • 2026-06-21: used roy-keren’s salesforce workflow as a red-team benchmark for the AM wedge: Slack Bot makes account prep look close to solved in advanced GTM orgs, so the team needs a sharper secret sauce.

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