Lean B2B, with Etienne Garbugli

Unicorn, Incubator, Angel, Seed round, Pitch deck, CAC & CLV. These are all buzzwords used by startups. There is one word that's used in startup culture which, unlike the buzzwords, is grounded in reality. Its methodology nudges them to design products that fit the dire needs of the early adopters, and then ride a wave of growth as the wider mainstream market adopts it. We call this methodology lean and from Eric Ries on down, there have been some great founders who have taken time out and written down how they have implemented lean. Today's guest is one of those people. He thought there ought to be a book explaining the differences in the lean approach when you're in B2B. The resulting book, Lean B2B, guides those of us in these kinds of startup companies just as well as direct to consumer folks are helped by the best lean books out there that revolve around B2C. I know that B2B product Marketers, especially those trying to generate demand for new products, will be keen to hear the methods in this book. Etienne Garbugli is a five-time entrepreneur and in three of those, he was a Founder. Feeling he should help other entrepreneurs and innovators build products for this market, he wrote "Lean B2B: Build Products Businesses Want" releasing the first edition in 2014 and the second edition in 2022. He is also the author of the books: Find Your Market, The SaaS Email Marketing Playbook, and Solving Product. For links to all things mentioned in the show, see ep 126 on the Funnel Reboot site.