When considering an investment, one of the first things a clever investor will try to determine, is whether you're a service company or a product company.

Startups are fueled by dreams. And those dreams are fueled by stories. One such popular story is about the 'visionary' startup founder. We all know the legends about Apple, google, Microsoft and Amazon and their visionary leaders. We often hear that these companies were successful because their founders wanted to do good, or to develop great products, or to help society.

Twitter is a big company. They have over 2,000 employees, more than $300 Million is annual revenues and 500 Million users (one of every 14 people in the world, including babies!). Nobody can deny that twitter is a successful company. They have also recently moved their headquarters into their own building in San Francisco. What can we learn here?

Every Korean 20 years and older remembers the legendary red devils team from 2002. This team reached the semi-final beating top world teams such as Portugal, Italy and Spain.

I want to take you on a trip, 8,000 km away. We'll be going to Israel, the 'startup nation', a country of only 7 Million people who is second in the number of NASDAQ IPO's, more than any other country in the world other than the US. But although we want to learn about building startups, I won't be taking you to Herzeliya, the "Hi Tech" city near the Mediterranean sea. We'll be driving from Tel Aviv on the road to Jerusalem, and stop approximately in the middle, at a valley that has nothing but green fields. This place, called "EMEK HA'ELA" will be useful for teaching Korean startups a valuable lesson on how to succeed in taking the startup global.

One thing that many startup founders worry about, is what the startup will look like when it "grows up". Steve Jobs was obsessively concerned that Apple will end up looking like 'IBM'. Like him, many founders look at the established startups in envy: Facebooks looks a lot like Mark Zuckerberg; Amazon looks a lot like Jeff Bezos; Google is the image of Larry and Sergey; Microsoft is still very much in the image of Bill Gates; and the list goes on. How can we make sure our startup grows up with the right culture, behavior and characteristics?