DATA IS FREE.
INSTINCT ISN'T.

Your innovation function, on demand.

The gap isn't ideas — it's execution. We embed a cross-functional team directly into your problem. Strategy, design, and build. Weeks, not quarters. Something real at the end.

→ View Services How it works

WHOS

WHO.

@butwhosho

What we do

ONE TEAM.
FOUR MODES.

4–8 weeks per engagement. A focused cross-functional team embedded in your problem. We don't just advise — we identify, design, build, and deploy.

ADVISE

Innovation Advisory

When you need an embedded innovation team thinking alongside you — not a one-off project

Embed Roadmap Advise

Explore →

DISCOVER

Opportunity Mapping

When you know something needs to change but don't know where to start

Validate Map Prioritise

Start →

DESIGN

Concept Design

When you have a direction and need a tested concept before you commit budget

Prototype Test Validate

Start →

AUTOMATE

AI Implementation

When inefficiency is the bottleneck and workarounds are no longer working

AI Tools Automate Deploy

Start →

YOU HIRED CONSULTANTS.
GOT A DECK. NOTHING CHANGED.

Innovation is execution, not insight. We build alongside you — from the first whiteboard session to the product your customers can actually use.

→ Start a Sprint

@butwhosho

Why companies bring us in

USUALLY ONE
OF THESE
IS TRUE.

Not the polished version. The one said in the meeting before anyone makes a call.

The situation

"We've been talking about innovation for two years. Nothing has shipped."

→

Innovation
Advisory

→

What leaves the room

Three bets selected, owners assigned, 90-day plan in motion.

The situation

"We know something needs to change. We don't know what to build first."

→

Opportunity
Mapping

→

What leaves the room

Go/no-go on every opportunity. Ranked shortlist of 3 moves. The decision made.

The situation

"We have a concept. No one agrees if it solves the right problem."

→

Concept
Design

→

What leaves the room

Tested concept, real user reactions, first build scoped and ready for Monday.

The situation

"Our team is drowning in manual work that AI should already be handling."

→

AI
Implementation

→

What leaves the room

Three workflows rebuilt. Time savings quantified. Specs handed to engineering ready to ship.

→ Not sure which? Find your sprint

From the field

Regional Healthcare Group — Opportunity Mapping

"We knew patient experience was broken. We didn't know where to focus. Four weeks later we had a validated problem, a mapped journey, and a clear brief for the first product to build. We greenlit the build the same week."

Challenge: Years of patient complaints with no clear problem owner, no defined scope, and no team to build the fix.

Government Entity — Concept Design

"We'd been debating the same internal system for two years. One design sprint and we had a working prototype real users could test. The internal debate stopped when people could actually see and touch something."

Challenge: A critical internal process running on email and spreadsheets. No consensus on what to build or how to start.

Family-owned Retail Chain — Innovation Advisory

"We needed ongoing innovation capability but couldn't justify a full team. They embedded with us, mapped the right opportunities, and ran the first sprint. Six months in we have two live products and an internal team that knows how to keep building."

Challenge: A growing retail chain losing ground to digital-native competitors with no internal innovation capability or roadmap.

Regional Logistics Operator — AI Implementation

"We were manually processing hundreds of documents a day. They mapped the bottleneck, automated 80% of it, and had something in production within a month. The ROI was immediate and completely obvious."

Challenge: Document-heavy operations creating a downstream bottleneck that was slowing fulfilment and burning out the ops team.

Regional Healthcare Group — Opportunity Mapping

"We knew patient experience was broken. We didn't know where to focus. Four weeks later we had a validated problem, a mapped journey, and a clear brief for the first product to build. We greenlit the build the same week."

Challenge: Years of patient complaints with no clear problem owner, no defined scope, and no team to build the fix.

Government Entity — Concept Design

"We'd been debating the same internal system for two years. One design sprint and we had a working prototype real users could test. The internal debate stopped when people could actually see and touch something."

Challenge: A critical internal process running on email and spreadsheets. No consensus on what to build or how to start.

Family-owned Retail Chain — Innovation Advisory

"We needed ongoing innovation capability but couldn't justify a full team. They embedded with us, mapped the right opportunities, and ran the first sprint. Six months in we have two live products and an internal team that knows how to keep building."

Challenge: A growing retail chain losing ground to digital-native competitors with no internal innovation capability or roadmap.

Regional Logistics Operator — AI Implementation

"We were manually processing hundreds of documents a day. They mapped the bottleneck, automated 80% of it, and had something in production within a month. The ROI was immediate and completely obvious."

Challenge: Document-heavy operations creating a downstream bottleneck that was slowing fulfilment and burning out the ops team.

We work with companies that need to move — on a specific problem, with a real outcome, in a defined timeframe.

CorporatesFamily BusinessesGovernment EntitiesStartupsSMEsScale-ups

WHAT DO YOU NEED?

01

AdviseAdvisory

02

DiscoverOpportunity Mapping

03

DesignConcept Design

AI & Emerging Tech

04

AutomateAI Implementation

01

Advise

Innovation Advisory

You need an embedded innovation team thinking alongside you — not a one-off project.

02

Discover

Opportunity Mapping

You suspect there's an opportunity. Let's map it, validate it, define what to build.

03

Design

Concept Design

You have a direction. Let's design and test the concept before you commit budget to building it.

AI & Emerging Tech

04

Automate

AI Implementation

Your biggest bottleneck is inefficiency. Let's map it and fix it with AI.

01Advise

02Discover

03Design

04Automate

Stage 01

Advise

INNOVATION ADVISORY

You can't hire a full innovation function. But you need one. We sit alongside your leadership team on a retained basis — mapping what to build, guiding how to build it, and helping your organisation develop the muscle to keep doing it.

Format

Retained engagement

Timeline

Starts within 2 weeks

Outcome

Innovation roadmap + first sprint output

Best for

Corporates, family businesses, scaling teams

Best for: Organisations that need ongoing innovation capability — not a one-off project, but an embedded thinking partner.

01Advise

02Discover

03Design

04Automate

Stage 02

Discover

OPPORTUNITY MAPPING

You know something needs to change — a market shift, a new competitor, a product losing ground. You're not sure where to focus or what to build first. We run a focused discovery engagement: map the landscape, validate the right opportunity, and hand you a clear brief for what to build next.

Format

4-week sprint

Timeline

Team assembled within 72h

Outcome

Validated opportunity + product brief

Typical challenge

New markets, product gaps, digital transformation

Best for: Companies that know they need to innovate but don't know where to start — and can't afford six months figuring it out.

01Advise

02Discover

03Design

04Automate

Stage 03

Design

CONCEPT DESIGN

You have a direction. You need a prototype, a user test, and a real signal before you commit the budget. We design the concept, build a prototype, and run it past real users — so you know if you're solving the right problem before you build the wrong product.

Format

4–6 week sprint

Timeline

Team assembled within 72h

Outcome

Tested prototype + validated concept

Typical challenge

New product concepts, service redesign

Best for: Teams with a clear problem and a hypothesis about the solution — who want to test before they build.

01Advise

02Discover

03Design

04Automate

Stage 04

AutomateAI & Emerging Tech

AI IMPLEMENTATION

Your team is spending too much time on the wrong things — manual processes, repetitive decisions, information bottlenecks. We map your workflows, identify the highest-leverage automation opportunities, and build AI-powered tools that give your team time back. Fast. In production. Not a prototype.

Format

4–6 week sprint

Timeline

Team assembled within 72h

Outcome

Automated workflows + AI toolchain

Typical challenge

Operations, finance, customer processes

Best for: Operations-heavy organisations with clear inefficiencies — where automation isn't a nice-to-have, it's overdue.

Find your sprint

Where are you right now?

Pick the one that fits most honestly.

🧭

We need ongoing innovation support — not a one-off project

You need an embedded team thinking alongside you regularly, not a sprint and goodbye.

Innovation Advisory

🔍

We see an opportunity — but we haven't defined what to build yet

You know something needs to change. You're not sure what, or where to start.

Opportunity Mapping

🎨

We have a concept — it needs to be designed and tested before we commit

You have a direction. You need a prototype, a user test, a real signal.

Concept Design

🤖

We're losing time to manual work — we need to identify and automate the bottlenecks

Inefficiency is the constraint. AI and automation is the answer.

AI Implementation

Not sure? Start with Discovery — it's always the right first step.

Step 1 of 4

WHAT TYPE OF ORGANISATION ARE YOU?

Helps us scope the right sprint and assemble the right team for your specific context.

Startup / Early-stage

SME (50–500 people)

Corporate / Enterprise

Government / Public sector

Family business

✓

Opportunity Mapping Sprint

BRIEF RECEIVED.

Execution starts here. We'll be in touch within 24 hours.

What happens next

1

Our team reads your brief within 24 hours and scopes the right sprint for your challenge.

2

We assemble the cross-functional team best matched to your specific problem.

3

We kick off. You'll have something real — validated, designed, or built — within the sprint window.

Want to talk first?

Book a free 20-min discovery call. No commitment.

[Calendar embed — Calendly / Cal.com]

Enterprise & Teams

LET'S DESIGN YOUR PROGRAMME.

Tell us about your team and what you're trying to achieve. We'll come back to you within 24 hours with a tailored structure and pricing.

Company / Organisation

Your role

How many people are you enrolling?

What are you trying to achieve for your team?

Sprint type interest

Indicative budget

We'll come back to you within 24 hours. No sales calls unless you want one.

✓

Enterprise Request Received

WE'LL BE IN TOUCH.

Someone from our team will reach out within 24 hours to design your programme.

What happens next

1

We review your team's goals and structure a tailored sprint programme — sprint type, cadence, and advisor matching.

2

We send you a programme overview and pricing within 24 hours. No generic decks — built for your team's specific goals.

3

You confirm, we onboard your team, and sprints begin on your timeline.

Dashboard

OnboardingSprint starts in 3 days

WELCOME, NOUR.

Your Strategic Clarity sprint begins May 9th.

Strategic Clarity Sprint

Sprint #004 · 4 weeks

Your Advisor

Matched to your brief

🧠

Advisor A

Go-to-market · SaaS

Matched because you're navigating a positioning challenge ahead of a raise — exactly where this advisor's expertise sits.

Schedule intro call →

Your Sprint

Starting May 9

1

Define

2

Run

3

Decide

Next: Define session · May 9, 10:00 AM GST

Pre-Sprint Checklist

1 of 3 done

Upcoming Sessions

View all

Dashboard

● Sprint ActiveWeek 2 of 3

Strategic Clarity · Sprint #004

Define→ Run Sprint→ Decide

62% complete · Next session May 21 (Decide)

Session Log

Shared Documents

3 files

Output Package

Your outputs

Unlocks after the Decide session (May 21)

Available as individual PDFs on May 21

Messages

1 new

Advisor A · May 14, 11:32 AM

"Good session today. I've updated the direction doc with the three positioning options. Review before May 21."

Dashboard

✓ Sprint CompleteCompleted May 21

🧭 Strategic Clarity Sprint Complete

✓

YOUR SPRINT IS COMPLETE.

Not a generated framework. A real position — built with someone who has been in this room before.

Your Outputs

4 documents ready

How did we do?

How likely are you to recommend Who's Who to someone you know?

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9

10

What's your next moment?

Or: Partner with us

Accelerator Partnership

Bring Who's Who to your portfolio, cohort, or leadership team. From $6K/month.

Explore partnership →

KNOW SOMEONE WHO'S STUCK?

"Stop stressing and start texting someone who actually knows what they're doing."

Career Sprint · Intake

LET'S BUILD YOUR BRIEF.

About Who's Who

BUILT ON
INSTINCT.
BACKED BY
EXPERIENCE.

We build what others only advise. A cross-functional team embedded in your problem — identifying, designing, and shipping innovation in weeks, not quarters.

WHY WE STARTED

THE GAP
WAS REAL.

We started Who's Who because we'd been on the inside — building ventures, navigating pivots, shipping products under pressure in markets that don't forgive slow. At every critical moment, what organisations needed wasn't a consultant with a deck. They needed people who could actually build — embedded, accountable, and fast.

Most companies know they need to innovate. Few have the internal team to do it properly. The options were always bad: hire full-time and move slowly, engage a consultancy and get a slide deck, or wait and fall behind. None of those work when the window is open right now.

Who's Who is the fourth option. An embedded innovation arm, project by project. We find the opportunity, design the solution, and ship the product — within weeks, not quarters. No full-time overhead. No strategy without follow-through.

SALWA RADWI

Founder · Who's Who

Salwa has built ventures across the MENA region — some that didn't make it, and some that did. Nuqtah. Others before it and after it. Each one taught her something different about what it actually takes to build in this part of the world.

The pattern was never the strategy deck or the market analysis. The constraint was always the same: not enough people who could both think and build. Senior enough to see the problem clearly. Hands-on enough to actually solve it.

Who's Who is what she kept wishing had existed — a team you could bring in on a specific problem, with a defined scope and a real output at the end. Not advice. Not a slide. Something you can ship.

She built it for the organisations navigating their next hard moment — the ones that can't afford to move slowly, but also can't afford to get it wrong.

WHAT WE
BELIEVE.

01

Execution beats advice, every time.

A strategy deck that sits in a folder is worth nothing. Everything we do ends in something you can ship, test, or run — not read.

02

The right team has built it before, in the real world.

Theoretical expertise is easy to find. We bring people who have navigated this specific problem in this specific market — and can move fast because they've made the mistakes already.

03

Confidentiality is a default, not a feature.

What you're building stays between us. We're embedded inside your problem — that requires trust, and trust requires discretion. Real challenges need real honesty.

04

Sprints respect everyone's time.

No open-ended retainers. No scope that drifts. Every sprint has a defined problem, a fixed timeline, and a real output at the end. You know what you're getting before we start.

05

This region builds differently — and that's an advantage.

The MENA market has constraints, nuances, and opportunities that Western playbooks don't cover. We build for the context you're actually in, not the one the case studies assume.

06

Innovation is a muscle, not a moment.

One sprint delivers one output. But the process of running sprints — finding, designing, building, automating — is how organisations build the capability to keep moving. We're here for both.

READY TO
BUILD SOMETHING?

The process

HOW A
SPRINT WORKS

A structured engagement with a defined outcome. From the moment you brief us to the day something real leaves the room — here's exactly what happens and when.

Day 1

Day 2–3

Wk 1

Wk 2

Wk 3

Wk 4

Wk 5–8 (extended sprints)

Deliverable

01

Brief

Submit your context — no deck needed

← 24h

Scope confirmed NDA signed

02

Match

Team assembled within 72 hours

← 72h

Sprint plan Team intro call

03

Define

Align on the problem and success criteria

Define

Problem statement Success criteria

04

Sprint

Embedded work in motion — weekly cadence

Weekly sprints

Weekly review Live outputs

↳

Extended

Advisory & implementation sprints only

Wk 5–8

Innovation Advisory AI Implementation

05

Deliver

Something real leaves the room

✓ Output handover

Validated concept Prototype or system Roadmap with owners

Sprint types & typical timelines

Innovation Advisory

Retained · Ongoing

Embedded innovation team. Maps, builds, and iterates on a continuous basis alongside your leadership.

Opportunity Mapping

4 weeks

Map the landscape, validate the right opportunity, hand over a clear brief for what to build next.

Concept Design

4–6 weeks

Design the concept, build a prototype, run it past real users. Real signal before you commit a budget.

AI Implementation

4–6 weeks

Map your highest-leverage automations, implement the right AI toolchain, leave with systems that run.

→ Start a Sprint No retainer. No minimum. Just pick the sprint that fits.

In the Lab

WHAT WE'VE
BEEN BUILDING.

Real engagements. Real outputs. A look inside the problems we've been embedded in and what came out the other side.

ADVISORY

Advise

Outlier Ventures

INNOVATION
ADVISORY

Embedded strategic advisory for one of the world's leading Web3 accelerators — helping portfolio companies navigate product-market fit in emerging tech markets.

DATA IS FREE.INSTINCT ISN'T.

WELCOME, NOUR.

BUILT ONINSTINCT.BACKED BYEXPERIENCE.

HOW ASPRINT WORKS

WHAT WE'VEBEEN BUILDING.

DATA IS FREE.
INSTINCT ISN'T.

BUILT ON
INSTINCT.
BACKED BY
EXPERIENCE.

HOW A
SPRINT WORKS

WHAT WE'VE
BEEN BUILDING.