Francesco Fullone is the CEO and founder of ideato, originally a web agency but now pivoted to a tech agency. As a web agency, they found clients wanted designers and content managers rather than developers, and projects had to conform to CMS limitations instead of startup needs. This led them to pivot to a tech agency focusing on apps instead of sites using modern PHP and best practices. Their goals in pivoting were to have fewer bugs, lower maintenance costs, and faster responses for customers through techniques like TDD, frameworks, and continuous integration. They now look for clients needing partners for their projects and share their development culture.