Étienne Garbugli

Entrepreneur & Lean B2B Author

The art of fooling yourself (completely)

By Étienne Garbugli | May 30, 2012 | 1 Comment

Enters guy A. He’s had a business before. He’s been through it before.

One of the things he had learned is that, in business, you don’t want to create a product if it doesn’t solve a real world problem.

Excited about starting his new venture, he sets up doing research with prospective clients from day 1 (something he’s good at).

Guy A starts with an hypothesis, meets clients, gathers feedback, adapts the product and then cycles through the whole thing again. It’s the right process but, 6 months in, he realizes that what he knew best played the worst trick on him.

What he falsely assumed to be a blank starting point was actually a problem he had made up.

Guy B, on the other hand, didn’t have any previous experience. He was humble enough to learn. 6 months in, he’s ahead of the more experienced guy A.

The things we think we know are the things that are most likely to make us arrogant. Intellectual certainty is a risk. Stay humble to keep on learning and growing.

TAGS

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.

1 Comments

15 August, 2012 Reply

[...] realized that we had been fooling ourselves in thinking that employer brand perception was an important problem. It was a problem but, it [...]

Leave a Reply

Your email address will not be published. Required fields are marked *

Read previous post:
The traps you set for yourself

When you're in control of your time and your priorities, there's a lot of traps you have to be aware...

Close