Golan Raz, the COO of Deeto, shares his experience transitioning from biotech to the software industry and the struggles that led to the founding of Deeto. Deeto focuses on leveraging satisfied customer experiences to drive faster business growth, with a particular emphasis on customer advocacy in B2B. The company aims to simplify the process of customer advocacy, recognizing the disconnect between current practices and the way people share experiences on social media. Golan Raz emphasizes the importance of engaging customers seriously and simplifying the advocacy process to achieve greater success. Additionally, he highlights the need for companies to create an environment set for success for team members and emphasizes the value of personalization and customization in this regard.