The key for cities that want to establish a fresh identity is to "see their greatest assets and to package them in a new way," said Erel Margalit, a former venture capitalist who is a member of the Knesset, the Israeli parliament. "Think about what Starbucks was. It didn't invent much. ... It came up with a cup of coffee that now is selling not for 90 cents but for $4.50, and you have a new coffee experience. That is what redirection is about."