Meet
Josephine Too
No BIAS
no HYPE
No nonsense
+ FUN
As Founder & Principal of Sofos Advisory and creator of the Traction Sequence™, she helps innovation-driven founders fix the right thing for their stage, so growth holds through each transition and builds toward category leadership.
With 30+ years in strategy consulting, executive leadership and scaling technology businesses across APAC and Europe, including a pivotal role in Infosys' $100M-to-$1B journey, she specialises in commercialising innovation from early adopters to mainstream markets. Her view: the challenge isn't effort. It's sequencing.
Her Sofos Concept-to-Category System™ gives founders a clear map: where they are, what's next, and what must be true to progress, from startup to scaleup to category leadership, through four growth stages: Traction, Economics, Execution and Category Advantage. It brings together what she used as a Scaling Up coach and a category design advisor, and maps each to the stage a company is actually at. She also works with investors to help their portfolio companies de-risk stage transitions and improve capital efficiency.
Selected Highlights
• Launched and scaled Infosys offices in Singapore and Germany
• International expansion experience across APAC, Europe, China and South Asia
• Former Scaling Up Certified Coach
• Former category design advisor with Out-Position
• Former affiliate of Category Design Advisors and Play Bigger. Brought category design to Australia, educating the market on the discipline, and brought a co-author of Play Bigger, to Sydney with TechSydney (2018)
• Former EVP / Group Executive APAC, Aurionpro (American Banker/BAI FinTech Forward 100, 2015): 4x revenue in 2 years without adding sales resources
• Led $100M+ complex deals across Greater China and Australia
• Honorary Industry Fellow, UTS Business School
A pioneering, straight-talking advisor, she has spent her career going first, so founders have someone in their corner who has been there. 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 (2022–2026)
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