The Sofos Concept-to-Category System™
UNLOCK THE RIGHT
GROWTH GATE
so progress compounds
Into CATEGORY advantage
"Becoming the default choice"
Growth gates are proof-based progress markers. They show what to do next (and what not to do yet) so growth velocity increases - with flow, not drag.
We got you covered.
Innovation comes in different shapes, forms, and sizes. From batteries to electric jet engines, AI-driven energy management to cooking oil recycling, underwater robots to sustainable packaging.
Companies we work with span across all these domains, enabling technologies and business types.
5
Fintech
6
Industrial /
Manufacturing
10
Energy /
Mobility
diverse domains
3
Climate /
Sustainability
4
Agriculture /
Food
13
Digital / Cybersecurity
/ Data + AI
12
Deep Tech / IOT / Robotics
emerging technologies
6
Trade /
Services
3
Multi-sided Platform
21
Product
business model types
2
Social Enterprise
Why it matters
Founders can be busy winning while building a system that won’t hold through the next stage transition. When the setup isn’t stage-ready, transitions create drag—and founders compensate with force. The solution isn’t more activity; it’s unlocking the right gate at the right time so growth velocity increases with flow, not drag.
What's your Growth Drag?
De-risk growth transitions. Compound progress.
Build category advantage.
We work with
Programs, Projects, and Services for a Category Leader.
Investors
De-risk Growth transitions and make stage progression predictable - so growth capital buys acceleration, not fixes.
Startups
Build Growth that holds - cross the chasm with a focused Go-to-Market that generates predicatable revenues that don't create scale debt. Be scale-ready with profitable economics by redesigning pricing structure.
Scaleups / Business Units
Build Execution stability that carries through scaling chaos so progress compounds and builds category advantage - becoming the default choice in market.
SOUND Daunting?
The Growth stages to becoming a Category Leader are long and winding. What if you have a trusted advisor who understands what it takes, and has analysed, experienced, and will co-design a tailored roadmap with you?
Meet Josephine
No BIAS
no HYPE
No nonsense
+ FUN
As Founder & Principal of Sofos Advisory, she helps innovation-driven founders turn apparent progress into compounding progress—so growth holds through stage transitions and builds toward category leadership.
With 25+ years across Strategy Consulting, executive leadership, and scaling technology businesses globally, including a pivotal role in Infosys’ $100M to $1B journey. She specialise in commercialising innovation from early adopters to mainstream markets—where the challenge isn’t effort, it’s sequencing.
Her Concept to Category Leader Roadmap™ helps teams see where they are, what’s next, and what must be true to progress.
In practice, we work through four Growth Gates: Traction / Revenue (GTM without Scale Debt), Economics / Profit (Pricing power with unit profit), Execution / Stability (Operating Rhythm that scales), and Category Advantage / Preference—becoming the default choice on the path to category leadership.
She also works with investors and accelerators to help portfolio companies de-risk stage transitions and improve capital efficiency.
Selected Highlights
• Honorary Industry Fellow, UTS Business School
• Former EVP / Group Executive APAC (Aurionpro) — 4× revenue in 2 years without adding sales resources
• Former Infosys executive — launched & scaled offices in Singapore & Germany; led $100M+ complex deals across Greater China & Australia
• International expansion experience across APAC, Europe, China, and South Asia
Personally, she is passionate about building healthy, purpose-led companies and authentic, empowering leadership. She also dabbles in improv comedy and acrylic painting to improve her right brain connections.
Judging & Advisory Roles:
Lead Judge, Premier iAwards (Startup & CIO categories, 2012–2015)
Pearcey Medal for Entrepreneurship (2012–2015)
FinTech Summit Awards (2016)
UTS Ibis 3P Innovation Competition (2022–2025)
Clients
EMBRACE
YOUR
UNIQUENESS
Bringing Innovation to market needs the right balance of Art and Science. Only 10% make it to mainstream and only 0.1% become a category leader.
Collaborators
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