Customer-Driven Innovation
Étienne Garbugli – Entrepreneur & Author of Lean B2B
Étienne Garbugli Photo

Étienne Garbugli

My name is Étienne. I help entrepreneurs and innovators use customer insights to build and grow businesses.

I’m a three-time startup founder, a five-time entrepreneur, and a customer research expert.

I’m also the author of Solving Product, The SaaS Email Marketing Playbook, Find Your Market, and Lean B2B. Thousands of entrepreneurs and innovators around the world are using my books everyday.


“Étienne is a brilliant SaaS thought-leader, and he’s very eager and knowledgeable regarding tools and techniques to better understand end-customers and their motivations to engage with products. He’s been a tremendous contributor at LANDR.”

Pascal Pilon, LANDR Co-Founder & CEO


Lean B2B is the definitive guide for any B2B entrepreneur. This complete collection of stories and experiences is the perfect companion resource as you embark on your entrepreneurial journey. The book will pay itself off in the first couple of pages!

Ben Sardella
– Ben Sardella, Co-Founder, Datanyze, AA-ISP Top 25 Most Influential

Lean B2B is definitively one of the most inspiring books I have read so far covering the B2B market. This is a must read for every B2B entrepreneur, Saas creator or consultant and business school student. It’s the kind of book you don’t read once, you go back to it on a regular basis.

Carmen Gerea
– Carmen Gerea, CEO & Co-founder, UsabilityChefs

Garbugli breaks down the processes and steps needed to succeed as a B2B start-up. The lessons, tips, questions, experiences were incredibly valuable and the case studies demonstrate how other start-ups have pivoted to succeed.

Ian Chalmers
– Ian Chalmers, Principal, Pivot & Pivot Health

Having read most of the classic books on Lean Startup (Eric Ries, Steve Blank, Alex Osterwalder, Ash Maurya, Cindy Alvarez, etc.), finding “Lean B2B” and absorbing its content has been essential to understand and/or confirm (since I’ve worked in a large corporate myself) what the differences in the B2B space is.

Daniel Almodovar
– Daniel Almodovar, Innovation Partner, Altran