The Fabulous Story

A story on how Fabulous started

In the evening of a rainy April day last year, I was sitting with a group of friends discussing peak performance and how to get more things done.


As the discussion heated and everyone was trying to come out with his best hack, one friend, who we know was doing sports at a competitive level, told us: “Sure, you can hack your mind sometimes, but you can’t just keep on playing tricks. You need strong foundations!


When I was doing competition, my coach was always putting emphasis on the importance of building rituals into your life.


He would push me to repeat the exact chain of activities every day at the same time. He did it so many times that it became part of my personality.


Soon, I realized that structuring my life was helping me beyond just the competition field. It gave me more confidence in my ability to achieve anything. I was never stressed during exams and felt energized even after a full day of work. I kept those foundations till today”


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!