Tania Clarke
Co-founder · GTM & Branding
Previously
- Atlassian
- Qwilr
Fractional product marketing lead with 12+ years in high-growth B2B SaaS. Positioning, user research and go-to-market.
AI product studio · Australia
Hire a product team, from strategy to shipped.
We define your product strategy, pre-test it with the market, build your tool, and teach your people to run it with AI. One senior team throughout. We have shipped product at Atlassian, SafetyCulture, Immutable and HiPages, and we know what it takes to get a good one in front of customers fast.
we like to touch grass too
Bookings open from October 2026
The gap / 02
You don't need an engineering firm. You need a product team.
Every owner we meet has worked out that AI matters and concluded the missing piece is technical. It rarely is. The technology is the cheapest part of the problem now. What decides whether the thing works is everything around it: what you choose to build, who you build it for, whether anyone wants it, and what happens after it launches.
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(01)
“We just need to hire an AI engineer.”
An engineer will build what you ask for. Deciding what to ask for is the part that takes a product team.
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(02)
“We know what to build, we just need it built.”
Most conviction has never met a customer. Pre-testing it costs a fortnight. Being wrong costs real money and months you do not get back.
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(03)
“We'll work out the positioning after launch.”
Positioning written after the build is a description. Written before it, it decides what gets built at all.
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(04)
“We'll build it in-house once we have capacity.”
Capacity never arrives. The people you would borrow are the ones already holding the business up, so this is the work that keeps getting postponed until a competitor ships it first.
The build / 04
A product the market already wants.
You get a product proven in market before the build starts, shipped and launched by one senior team. We put real demand in front of real buyers first, so engineering goes into something people will actually pay for.
Inside the product studio 01
Market testing
Whether the market actually wants it. Real money in front of real buyers, with a clear read on whether to keep going.
02
Product strategy
Turning that signal into a v1 worth shipping, including business model and pricing.
03
Design
The product experience, designed properly and built in from the start.
04
Engineering
Senior engineering that ships your v1.
05
Launch & go-to-market
Positioning, messaging, and the launch itself. Your product arrives with the story that sells it.
Our process
How we work.
Eight streams, and they overlap on purpose. Direction first, then the evidence, then the foundations, and the build ships in slices you can put in front of customers. It plays through on its own. Scrub across to see which streams run together, who leads each one, and the decision it hands back.
Direction
Roadmap
Opportunity assessment
Positioning & GTM
Pre-market test
Foundations & scope
Build in thin slices
Go to market
Each phase ends with a decision you can act on.
Drag across to move through our process
Running now
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Goals, vision, strategy
Direction
Led by Elizabeth
We start with what the business is actually trying to win, not with a feature list. Where you want to be, what is in the way, and what would count as working.
Nineteen years of product and marketing leadership, most recently as a CPO.
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Sequenced by outcome
Roadmap
Led by Elizabeth
The order of work, sequenced by the outcome each piece buys rather than by what is easiest to build first.
Roadmaps that survived contact with real engineering teams at SafetyCulture and Immutable.
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Market, demand, competitors
Opportunity assessment
Led by Tania
Where the demand actually is, who else is serving it, and which opportunities are worth your time. Evidence before architecture.
Twelve years of positioning and user research in high-growth B2B, including Atlassian.
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Positioning, messaging, GTM
Positioning & GTM
Led by Tania
What it is, who it is for, and why they would switch. Written before the build so the product has something to be right about.
Positioning is written first here, not retrofitted to whatever shipped.
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Validate demand early
Pre-market test
Led by Tania
We put the offer in front of the market before it is built. The cheapest version of a wrong idea is the one you never wrote code for.
Real money in front of real buyers, with a clear read on whether to keep going.
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Architecture, tooling, scope
Foundations & scope
Led by Kailash
The technical shape: architecture, tooling, models, data, and the scope that fits the runway you have.
Engineering leadership across Immutable and hipages, at production scale.
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Something usable, every slice
Build in thin slices
Led by Kailash
We ship in slices you can put in front of a customer. Nothing sits in a branch waiting for a big reveal.
Senior engineers who have shipped and then run what they shipped.
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Launch, measure, adapt
Go to market
Led by Tania
Launch, measure what happens, and adapt. Then we teach your people to run it without us.
The launch is the start of the work, not the end of the relationship.
Grow your idea with traction studio.
water the row and the tree comes with it
Studio / 06
Co-founded by operators.
Product marketing, product strategy, and engineering, each led by someone who's done it at scale. You'll be talking with our co-founders, the people whose names are on the door.
Elizabeth Griffiths
Co-founder · Product Strategy & Design
Previously
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- Campaign Monitor
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- Haast
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AI product leader and former CPO at Haast. 19+ years across product and marketing.
Kailash Chandrasekaran
Co-founder · Engineering
Previously
Product and engineering leader with 16+ years, ex-Immutable and hipages. Builds end to end, from AI agents to the products around them.
FAQ / 08
Questions, answered.
Who do you work with?
Two kinds of client. Executive teams and enterprises, including banks and financial institutions, who want to make AI real for their leaders and teams. And funded founders who want a senior team to build and launch with. The same studio serves both, because coaching the people and building the product are the same problem from two ends.
Where does a relationship usually start?
For enterprises, usually with executive coaching. It's the lowest-risk way to see how we work. From there it tends to open into team build days and then product work. Founders often start with a short market-testing engagement. You can come in at any point.
Who actually does the work?
Your co-founders, directly. Tania leads GTM and branding, Elizabeth leads product strategy and design, and Kailash owns engineering end to end. Between them, 20+ years of senior operator experience at Atlassian, SafetyCulture, Immutable, Campaign Monitor, Hipages and more.
What do you mean by safe AI for banks?
For banks and financial institutions, deploying AI is a trust question: who controls the model, and what happens to your data. We're not tied to one frontier model, so we choose the right tool for the job rather than the one we happen to sell. We prove we can do it by doing it, then stay on for the bigger build.
Do you do one-off projects or ongoing work?
For builds, one senior team owns the whole path from market test to launch. Coaching and training can be a focused engagement or an ongoing program. We scope it to what you actually need.
Book / 09
Book a call.
Grab a time that suits you. Thirty minutes to talk through where you're at and whether we're a fit.
Booking not loading? Open the calendar in a new tab, or email hello@gettraction.studio.
Ready when you are
Tell us where you're stuck.
Book a 30-minute call. We'll talk through which way in fits, coaching, training, or a build, and you decide. Free, no pressure.
we like to touch grass too
Bookings open from October 2026