Make customers say YESSS!

We help businesses build offers which customers say "yes" to.

Get the book

We helped to deliver a complete acceleration program focused on traction serving 30 startups in the Miami Algorand Accelerator.

Brands that trust us

Problems we solve

1

You want to reach a new segment—fast: You’ve identified a promising audience, but your current proposition doesn’t speak their language. We help you reposition, repackage, and test something they’ll actually respond to.

2

You want to sell something new to people you already serve: You’ve earned trust—now you want to expand what you offer. We help you design and validate the right next product for your existing customer base.

3

You’re starting from scratch: New segment, new offer, no roadmap. We help you define what problem you’re solving, build early traction, and avoid building the wrong thing.

4

You sound like everyone else: You’re in the market—but you’re not standing out. We help you cut through the noise by becoming the one thing your audience is actually looking for.

Who we help

Established Businesses Ready to Evolve

You’re established in your space with a strong track record—but your message and positioning don’t reflect the value you deliver. We help you revamp your proposition and start attracting your target audience with better clarity, confidence, and differentiation.

How we help
We revamp your value proposition using Jobs To be Done market insight so that you can clarify your marketing message and make it easy for your prospects to say yesss!

Corporate Product & Innovation Teams

You’ve got internal support—but before anyone signs off, you need proof. We help you build early-stage traction to validate new propositions, secure corporate sponsorship and move faster through internal gates.

How we help
We help you bring new products and services to market with real traction – not just plans – using our Traction First startup playbook.

Late-Stage Startups

You’ve got traction with your core proposition but you are looking for growth opportunities We help you test new segments or offers with focus and speed—without distracting your core team or diluting your main business.

How we help
We identify underserved segments and unmet needs in the market, and capitalise on them with new offers that can help you grow your revenues and user base.

Accelerators & Venture Builders

It’s not about pitch practice—it’s about progress. We help your startups achieve real traction that translates into turnover, growth, and investability.

How we help
We whitelabel our startup community (40+hours of video content outlining our proven method + coaching) to give startup founders / venture leads in your ecosystem the tools and mentorship they need to knock it out of the park long before Demo Day – with real traction.

Case Studies

Read more about the way we have helped our clients to make more customers say Yesss!.

Finanz Butik

From bespoke service to packaged product Gen X actually buys.

We helped Finanz Butik reposition their offer from a bespoke, service-heavy approach to a simple, structured solution tailored for Gen X investors.Instead of selling flexibility, we packaged the offer into three clear pathways—LEND, BUY, DEVELOP—designed to meet the needs of risk-conscious clients looking for clarity, speed, and trust.

Read More

We're JP and Darren from Who's Fabio?

We’ve spent the last decade helping corporates, startups, and accelerators bring new propositions to market. Not just products, but offers people actually want—designed around what customers are trying to achieve, not just what teams want to build.

Between us, we’ve designed and sold everything from concrete, train tickets, and steel beams to investment products, loans, apartments—and yes, even fridges. We’ve worked across fintech, mobility, proptech, and beyond—on everything from internal venture pilots to full go-to-market launches.

That commercial, real-world experience taught us what actually drives traction: clear value, sharp positioning, and fast feedback from real users.We turned that into a method we call The Recipe—and it’s how we help our clients move faster, with less guesswork.

What is the Recipe?

The Recipe is the fastest way we know to turn bold ideas into products that gain real traction—without wasting months (or millions) on the wrong things.

Originally shaped by the realities of early-stage startups, we’ve since applied it successfully with corporate innovation teams and scale-ups alike—helping them launch products that drive revenue, unlock new segments, and deliver measurable user growth.

What is so different about this recipe?

1

We design propositions people actually want: Using Jobs-to-Be-Done research, we uncover what your audience is really trying to achieve and how they struggle today—then shape your offer around that outcome.

2

We prove demand before you build: We build a waiting list of real, motivated users to show there’s a market willing to buy—before you write a single line of code.

3

We launch a real pilot, fast: Using no-code and low-code tools, we help you run a live pilot—so you can gather evidence of Product-Market Fit within 12 weeks, not 12 months.

The Recipe

A waiting list

A list of people who have signed up as early adopters

A master plan

A strategy to create exceptional equity value

A live pilot

A working no-code or low-code product with active users (not just a prototype)

Get The Book

Traction First is the result of over a decade spent building, launching, and raising capital for new ventures.It’s a practical system that shows you how to apply The Recipe in five clear steps—backed by real-world case studies from our clients and well-known ventures you’ll recognise.

Whether you’re a founder, product lead, or innovation team, this is how you cut through the noise and build products that gain real traction.

Get the book

What They Say

More Testimonials

“No one has been able to distill our customer's problem so succinctly and in so little time before. JP and Darren were able to significantly reduce our execution risk with a compelling product to deliver on our strategy.”

–Mutaz Qubbaj, CEO, Squirrel

"We had always struggled to build a product that engaged and retained users. The end result was a solid product strategy that the entire company has embraced.”

– Ben, Founder and CEO, CoGo

"The biggest benefit was the structured approach… We used their recipes as the core of what we did... They were what I needed.”

– Callum, CEO and Founder, Whyness

"We would not be here with the app in our hands, with already paying members and a clear path to investment – and a real business – if it wasn’t for Darren and JP.”

– Skye, Co-Founder, MySimpleHQ

Who is Who’s Fabio?

JP Luchetti aka PASSION

JP has worked on hundreds of new products for startups, venture builders, VCs, SMEs and FTSE 100 businesses, including Invesco, Intelliflo, Hermes, National Express, Sony, HBO, ESPN, Coca-Cola, GE and many more. He is a Venture Partner at Mr. Pink - A LATAM-based early-stage VC, and Venture Design Lead at Rokk3r, a Miami-based venture builder. JP was previously a Board Director at Mubaloo – a leading mobile app development agency in Europe, and a founder at IPH – a mobile app development agency in Argentina with offices in Miami and Mexico. Also, 9% of startups fail because they lack Passion. True story.

Darren Ball aka REASON

Darren has worked on dozens of new propositions for startups, venture builders, SMEs and FTSE 100 businesses, including Sura Mexico, Maersk, Go Ahead Group, HSF, Hanson UK, ABRSM and many more. He was the Chief Product Officer at CoGo and Yolion – two FinTech startups in the UK. Previously, he was a consultant at Mubaloo – a leading mobile app development agency in Europe, and at Accenture. In addition to Who’s Fabio he also plays a Product and Venture Strategy role at Rokk3r.