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Lean B2B: Build Products Businesses Want Paperback – March 25, 2014

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Product Details

  • Paperback: 270 pages
  • Publisher: CreateSpace Independent Publishing Platform; 1st edition (March 25, 2014)
  • Language: English
  • ISBN-10: 1495296601
  • ISBN-13: 978-1495296604
  • Product Dimensions: 9 x 6 x 0.6 inches
  • Shipping Weight: 13.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #598,490 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

About The Book
Finding and validating business opportunities in mid- to large-sized organizations can overwhelm even the most experienced entrepreneurs. Challenges include acquiring domain expertise, building a connected network of influencers, finding the decision makers, understanding the needs of the "whole product," estimating a return on investment and reducing the perception of risk. Where should you start and how should you proceed?

Lean B2B helps technology entrepreneurs answer these questions while keeping them focused on the right things each step of the way. Packed with more than 20 case studies and insights from over a hundred entrepreneurs, Lean B2B consolidates the best thinking around Business- to-Business (B2B) customer development to help you quickly find traction in the enterprise, leaving as little as possible to luck.

The book helps you:
  • Assess the market potential of opportunities to find the right opportunity for your team
  • Find early adopters, quickly establish credibility and convince business stakeholders to work with you
  • Find and prioritize business problems in corporations and identify the stakeholders with the power to influence a purchase decision
  • Create a minimum viable product and a compelling offer, validate a solution and evaluate whether your team has found product-market fit
  • Identify and avoid common challenges faced by entrepreneurs and learn ninja techniques to speed up product-market validation 

From the Back Cover

About the author
Etienne works at the intersection of Technology, Product Design and Marketing. He's a two-time Startup Founder (Flagback and HireVoice), a four-time entrepreneur and a recognized Usability and UX research expert.

Etienne has experience working for and with large corporations, having designed a multi-million dollar flight reservation system for Aeroplan's call center and having worked with some of the brightest, most agile consultants at ThoughtWorks.

Over the last ten years, he has validated no less than 12 businesses for clients and personal projects. He has met hundreds of entrepreneurs, run countless tests, and tried many methodologies to learn how to economically validate business ideas.

Etienne is currently a Product Design & Marketing consultant, helping
big brands and startups understand their customers to create innovative products. He also teaches user research and usability, travels the world and is slowly working on a new business. 

More About the Author

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Customer Reviews

4.7 out of 5 stars
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See all 17 customer reviews
I have highlighted and scribbled notes on literally every page.
derick jose
The sections are well defined which helps you not getting lost, and all the case studies make it all easier to understand.
We feel that the author has a lot of experience and knowledge in the subject.
Nicolas C

Most Helpful Customer Reviews

5 of 5 people found the following review helpful By Briac on April 13, 2014
Format: Paperback
Lean B2B is the missing book of the lean series. In The Lean Startup, we are mostly told how to manage B2C products and iterate our way to a successful business via the build-measure-learn cycle. However, business customers can hardly be addressed by getting a MVP out there and watching metrics pour in. The process leaves much less room for experimentation and requires empathy with your users and a high level of customer intimacy. The author comes from a UX background and leverage his knowledge of user research to make the lean methodology work in B2B, his experience brings a refreshing view of how to gain insights from connecting with your users, not just interpreting data. He does a great job of giving practical methods to investigate the needs of B2B users, whether at the problem exploration stage or the solution building stage.

I have made all the mistakes discussed in the book : not having industry expertise or the right advisors/connections, listening to the wrong people, or listening the wrong way, trying to sell at the wrong time… and like most tech entrepreneurs I ended up building stuff that no one uses or pays for. Getting the right insights from the right customers is key to coming up with a successful product. "Ship fast", "keep shipping" aren't enough. I never thought how essential it is to be methodical in the way you design and launch a product, I was proud of just daring to "get out the building", but boy that is just one tiny step! I learned so much… how to interview customers and focus on the problem worth solving, how to tell when you have PM fit and not just an unscalable consulting business, what kind of pivots are proven successful in the B2B world...
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Format: Paperback
Etienne Garbugli has been there and has seen the various challenges that a B2B startup faces. I am an entrepreneur myself and I wish I could go back in time and read the book two, three or even four years ago. It would have spared me a lot of things and would have taught me lessons that I had to learn myself the hard way. But even now, I have the book in my office on my desk at all times. It is not just a book that you read once, but a book that I regularly go back to.

The book describes the very long way of how a startup in the B2B space can go from idea to concept until finally reaching product-market-fit. Maybe the biggest accomplishment of this book is that it manages to adapt the Lean Startup principles to a purely B2B approach and manages to provide startups with ways to progress in a lean approach while staying dependable to clients at the same time.

Garbugli provides insights for every phase of the B2B startup roller coaster ride. He outlines a procedure that will keep you from a lot of pitfalls that can otherwise break your neck. He provides case studies for all of the procedures he presents - sometimes even from his own (failed or at least not uber-successful) companies - and maybe it is the honesty he applies to his own mistakes, that makes the book even greater in those places.

TL;DR: Lean B2B by Etienne Garbugli is the evolution of Lean Startup in the B2B space - and following what Garbugli proposes also gives entrepreneurs the chance to stay lean in light of rising development costs and products that get more complicated by the day.
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3 of 3 people found the following review helpful By Sylvie Lachize on May 13, 2014
Format: Kindle Edition
This is the book I was looking for! I wanted to draw the lessons from Lean Startup / Lean UX but I just didn't see how to apply the model to B2B. In the company I work for, we have very long sales cycles, few potential customers worldwide and a very complex decision model involving a lot of actors. We just can't go to the nearest shopping mall to evaluate our designs... Lean B2B is filled with very concrete advice on how to build a product that will truly serve a need. It starts with great advice on how to find a real problem to solve! We too often come up with a solution (or are expected to) when the first step should be to listen and observe, letting your prospects show you what their needs are.

The author gives very detailed information about every step of the process of designing a great product, from deciding which field to work in to validating the product-market fit. The book provides interview guides, success criteria for every step and in general very concrete and actionable information. A lot of entrepreneurs (including the author) also very generously reveal their past mistakes. All of this will no doubt give any new entrepreneur a head start. Personally, I enjoyed reading Lean B2B cover from cover and I am now applying some of the lessons in my work!
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3 of 3 people found the following review helpful By Ben Sardella on March 27, 2014
Format: Paperback Verified Purchase
The perfect companion resource with great stories/experiences from the best in the business! The book will pay itself off in the first couple of pages!
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1 of 1 people found the following review helpful By Louis-philippe Huberdeau on July 1, 2014
Format: Paperback
Most start-up related books I have read tend to be about success stories. Founders had an idea, brought it to market, tweaked a little bit and made it big. Lean B2B is not one of those books. It is insightful and actionable. It provides techniques to validate ideas, markets, prospects and solutions, leaving little room for surprises.

There is a lot of content to process. Garbugli goes in depth to explain the inner workings of a corporation, or rather the motivations of the people within, and the buying cycles so your start-up can align with them on the path to success.

Definitely a must-read for anyone willing to enter the B2B space.
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