Transform Your Life Today

Hi, my name is John Hones, a certified Agile Coach Professional (ICP-ACC) and certified Digital Product Management Professional (ICP-PDM), and founder of Product 28, a coaching, training, and mentoring program that helps people design and launch their digital products in a way that aligns with their strengths and values. 

We work with aspiring digital creators, career changers, and neurodivergent thinkers to help them create income streams that feel achievable and empowering.

As the saying goes:

If you don't find a way to make money while you sleep, you will work until you die. - Warren Buffett

With retirement ages creeping higher across Europe and North America, and life expectancy stretching further than ever, the idea of working into your 70s is no longer hypothetical; it's becoming the default. At the same time, artificial intelligence is rapidly automating roles once thought safe, such as customer service, legal assistance, business analysis, project management, content creation, and even parts of software engineering. 

Many jobs are being replaced, restructured, or relocated to AI systems, leaving workers scrambling to re-skill or reinvent themselves mid-career. 

I'm a certified coach and qualified digital product manager. I've worked at global tech giants, including Google and IBM. After working as an employee for 10 years, I decided to go self-employed and built and scaled two multimillion-pound tech businesses, reaching a point where I knew I needed to pause.

The constant pressure of high-level entrepreneurship began to take a toll on my emotional well-being, and I decided to step back and reassess. That time away allowed me to reconnect with what I believe matters most: purpose, clarity, and helping others create more meaningful lives. I retrained as a professional coach, focusing on mental health, neurodiversity, and personal growth in the digital space. I began working with individuals who were experiencing anxiety, financial hardship, or significant life transitions, supporting them in creating digital products that generate passive income and improve their overall quality of life.

In addition to my work with individuals, I coach some of the world's largest technology companies on developing ethical, inclusive, and sustainable digital products that address fundamental human needs. With a rare blend of product leadership and compassionate coaching, I help people align their skills, energy, and ideas with long-term success and personal fulfillment.

We'll help you create a passive income plan that aligns with your values, strengths, and goals. Together, we’ll identify your ideal path and build a clear, sustainable digital product to make it happen.

We coach everyday people who want to improve their financial situation by building digital products that generate monthly passive income. This includes aspiring content creators, career changers, neurodivergent thinkers, and individuals rebuilding after challenges such as financial hardship, mental health struggles, or separation.

Whether you're starting from scratch or unsure what to build, we'll guide you step by step. Together, we'll create a digital product that not only earns for you but also supports your confidence, freedom, and overall well-being.

Get personalised support to build your first digital product, with clarity, confidence, and expert guidance every step of the way.

In these private sessions, we’ll create a passive income plan that aligns with your values, strengths, and goals. Whether you’re starting from scratch or refining an idea, you’ll get tailored coaching designed to move you forward, without the overwhelm.

Join a supportive group of like-minded people all working toward the same goal building digital products that generate passive income and support a better life.

Group coaching is ideal if you're seeking a sense of community, motivation, and shared accountability. You'll get expert guidance, real-time feedback, and the encouragement that comes from growing alongside others on a similar journey. Whether you're just starting or refining your idea, these sessions create space for clarity, connection, and real progress, without doing it all alone.

Most people who attempt to launch a digital product fail, not because they lack passion or creativity, but because they do not fully understand the product development lifecycle or the strategies required to promote their product and generate a consistent monthly income. Many skip essential steps, build something without validating it, or launch without a clear plan to reach the right audience. That is where Product 28 Coaching stands apart.

We guide you through every stage of the product development lifecycle, from idea and validation to product creation, launch planning, and long-term revenue growth. You will never be left guessing or wondering what to do next. We do not walk away once your product is live. We work together until you achieve your desired level of passive income, providing you with the tools, coaching, and ongoing guidance you need to succeed.