Étienne Garbugli

Entrepreneur & Lean B2B Author

Market outside the box

By Étienne Garbugli | August 18, 2010 | 0 Comment

Marketing is easy. Efficient marketing with real results isn’t.

Banners are not what they used to be, Google ads are getting expensive and everyone (including your grandma) is working on a Facebook app.

No budget? No problem. It will actually force you to be creative and think and market outside of the box. Constraints are opportunities.

Proof: When I started my first business, a hockey league, we had no budget and no visibility. We needed to recruit a lot of players. After much thinking and exploration, we identified an opportunity to exploit the social dimension of the sport.

We decided to create classified ads on behalf of current players to promote the league, get some traction and recruit team members…

Very sneaky but very efficient. The best marketing is often invisible.


Étienne Garbugli

Etienne works at the intersection of Technology, Product Design and Marketing. He’s a two-time Startup Founder, a four-time entrepreneur and a UX research expert. Etienne published Lean B2B: Build Products Businesses Want. The Lean B2B methodology helps entrepreneurs around the world build successful businesses.


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