About

I’m Fabio. Welcome!

I help people build digital businesses that actually work.

Not “build an audience and figure out the rest later.” Not “follow your passion and the money will come.”

Actual businesses, with offers people want, systems that convert, and revenue that grows.

How I got here

I spent over a decade as a software engineer and tech consultant. I worked with global consulting firms, fast-moving software companies, and institutions like San Raffaele Hospital in Milan.

Along the way, I’ve built a few things of my own — from flight alert tools to eCommerce brands to automotive content sites. I was good at building things.

But I kept noticing the same pattern: projects failed. Not because of the tech — the tech was usually fine. They failed because nobody had figured out the fundamentals. Who’s this for? Why would they pay? How do we reach them?

The best code in the world can’t save a product nobody wants.

That realization pulled me into a different obsession: the intersection of product, business strategy, and human behavior. Not just how to build things, but what to build and for whom.

What I do now

I help people navigate the messy, confusing process of turning an idea into a real business. From picking an audience to crafting an offer to building systems that sell — all the stuff that sounds simple but trips everyone up.

I write about what I’m learning along the way. Expect posts on entrepreneurship, marketing, psychology, and the occasional tangent into whatever I’m currently obsessed with.

My approach

I believe clarity beats hustle.

Most people aren’t lazy — they’re stuck working on the wrong things. The fastest path forward usually isn’t “do more.” It’s “figure out what actually matters and ignore everything else.”

That’s what I try to help with.