The Fabulous Story

A story on how Fabulous started

On a rainy April afternoon a few years ago, I was sitting with a group of friends discussing peak performance and how to be more productive.


As the discussion heated up and everyone began countering each other with better lifehacks, one friend, a competitive athlete, told us: “Sure, you can hack your mind sometimes, but you’ll never change yourself by playing tricks. You need to build strong foundations!


When I was playing sports competitively, my coach always put emphasis on the importance of building rituals.


He would push me to repeat the exact chain of activities every day at the same time. I practiced some habits so many times that they became part of my personality.


Soon, I realized that structuring my life was benefiting me off the court as well. It gave me the confidence I needed to achieve anything. I never got stressed out during exams and still felt energized even after a full day of work. I’ve kept those foundations ever since.”


His talk that night struck a chord with me.


One year later, we’re incubated in Duke University’s Center for Advanced Hindsight, a lab lead by Professor Dan Ariely, behavior change scientist and author of the NYT bestseller “Predictably Irrational”.


We’re building a tool to help you reset your habits, rewire your brain and transform your life.


But we’re not seeking fast turn-around solutions, that would only work once.


We won’t send you a notification telling you it’s time to go for a run, when it’s raining outside.


We won’t ask you to log your calories, for the rest of your life.


We’re slowly working with the Lab’s researchers to build the most effective behavior change tool.


We’re slowly experimenting with behavioral economics’ findings to help you identify your irrationalities.


We will slowly help you unlock your potential, by embarking you on fabulous journey!

You were born with potential,

You were born with ideals and dreams.

You were born with greatness.

You were born with wings.

You are not meant for crawling, so don't.

You have wings.

Learn to use them and fly!