Omnivati was founded in 2019, by three innovation professors and consultants, Jacob Goldenberg, Eli Itin, and Rom Schrift. The three, who collectively hold over 40 years of experience in teaching and applying systematic approaches to creativity, realized that the effectiveness of this framework would be greatly enhanced if there was an intuitive, structured, and engaging platform that would facilitate and support it.

Capitalizing on their experience in teaching at top business schools around the world, as well as applying these tools with leading companies, the three developed and introduced Omnivati -- a cloud-based platform that supports and enhances the teaching and implementation of the structured approach to creativity.

Suitable also for remote collaboration and learning, Omnivati streamlines the ideation process and fosters engaging and collaborative ideation experience.

Our Vision

Inspire people to embrace constraints and unleash creativity

Omnivati Leadership Team


Jacob Goldenberg

Jacob Goldenberg is a Professor of Marketing at the Arison School of Business Administration at the Inter-Disciplinary Center at Hertzelia and a visiting professor at the Columbia Business School. He received his Ph.D. from the Hebrew University of Jerusalem.

Professor Goldenberg developed and introduced the systematic approach to creativity and has years of experience in teaching it to students and businesses around the world. His approach to creativity has been published in several prestigious academic outlets (Harvard Business Review and Science), and is applied be multiple organizations and companies such as AXA Insurance, BBDO, Bayer, Brinks, Comverse, Ford, General Electric, Intel, J&J, Mastercard, McCann, Microsoft, Motorola, Proctor & Gamble, Philips, Samsonite, Unilever.

Professor Goldenberg also co-authored several successful books on his approach: the most recent one being: Inside the Box.

His research focuses on creativity, new product development, diffusion of innovation, complexity in market dynamics and social networks effects. His work has been published in leading academic journals and was covered in major popular press outlets such as the New York Times, Wall Street Journal, Boston Globe, BBC News, Herald Tribune, The Economist, and Wired magazine.

Penn professor Rom Schrift thinks the answer to creativity is thinking inside the box, that's where the magis is located. Thinking outside the box? That's so uncreative, says Penn prof Rom Schrift. Thinking inside the box actually yields more creative solutions. 10/26/2015 ( MICHAEL BRYANT / Staff Photographer )

Rom Schrift

Rom Schrift is an associate professor at the Kelley School of Business, Indiana University. Rom received his PhD from Columbia University and was a faculty member at the Wharton School of Business for 8 years.

Rom has more than 12 years of experience in developing and teaching the systematic approach to creativity at different universities, businesses, and organizations around the world. Rom integrates his expertise in the field of consumer behavior and decision making to help companies, organizations, and students of innovations unleash their creativity.

Rom led special workshops, leadership programs, and worked with leading companies such as China Merchants Bank, Comcast, CVS-Aetna, Deloitte, Hilton, Google, Highmark Health, Johnson & Johnson, LifeTime Brands, MedStar, MetLife, Merck, Novartis, Takeda, Teva Pharmaceuticals, and more

Rom’s work has been published in top-tier academic journals, including the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, and Psychological Science and has been covered in several prominent media outlets such as the Wall Street Journal, Forbes, CBS News (MoneyWatch), the Chicago Tribune, Time, the Philadelphia Inquirer, Psychology Today, Science Daily, Men’s Health, Yale Insights, INSEAD Knowledge, Columbia CaseWorks, and others.

Eli Itin Profile Pic

Eli Itin

Eli Itin is an experienced innovation consultant and lecturer with over 30 years’ practice in the international marketing, innovation and start-up ecosystem. His Tier-1 clients include, amongst others: EY, Merck, Intel, Hero Motors, Nice, Allot and Perpetual Australia. Previously, he has led Organizational Innovation at Amdocs, an MNC providing software and managed services to the telecommunications and financial services sector.

Eli advises organizations on creating internal innovation (intrapreneurship) via best practice innovation tools and creativity methodologies that empower employees to turn their creativity into tangible and positive change.

Eli has an MBA Cum Laude (Innovation & Entrepreneurship) from the IDC, Herzliya, as well as degrees in Law and Commerce from UNSW, Sydney, Australia.
He has lectured on innovation at international conferences and at leading universities, including at Bar Ilan University’s Executive MBA program and UNSW’s Innovation Internship program. He currently teaches Columbia University’s “Product Development Using SIT”, MIT’s “Approach to Design Thinking”, and Dartmouth’s “Strategy is Innovation”. Eli is passionate about the power of structured creativity and systematic innovation to clarify challenges, crystallize solutions, and create real value.

Join innovators around the world

Contact us to discuss your needs

Scroll to Top