When your biggest competitor is the world-famous Massachusetts Institute of Technology, universally known as MIT, and you are a minnow based in Israel, then you’re always going to have an uphill struggle to get noticed. But undaunted, the cleverly named Beyond Verbal, is developing voice-enabled artificial intelligence products for personalized healthcare screening, has managed to earn major editorial links from the likes of Fast Company, The New York Times and Newsweek. And they did it, not by explaining how their software worked, but by showing how it worked through case studies, published research and some very clever public relations work.