Étienne Garbugli

Entrepreneur & Author of Lean B2B

About me

By Étienne Garbugli | December 6, 2019

A Short Bio.

👋 Hey, I’m Étienne. I work at the intersection of Tech, Product, and Marketing. I’m a three-time Startup Founder (Highlights, Flagback and HireVoice), a five-time entrepreneur, and a customer research expert. I love Lean, Agile, Customer Development, and I specialize in B2B.

In 2014, I published the book Lean B2B: Build Products Businesses Want. The Lean B2B methodology helps thousands of entrepreneurs and innovators around the world build successful businesses. The Lean B2B Masterclass expands on the content of the book.

My presentation 26 Time Management Hacks I Wish I’d Known at 20 was viewed by more than 30 million people around the world.

Random Facts.

I grew up near Montreal, Canada. Studied Communications and Marketing. I created my first Website in 1998 (it was a Geocities bass tablature Website). I founded 5 businesses. I have over 13 years of experience in UX with highlights working as lead on a $40M flight reservation system at Aeroplan and defining Concordia University’s first-ever Intranet. I lived in Beijing, Hong Kong, Tbilisi, Singapore, etc, and I’ve been permanently travelling/working on the road since 2017 (view my travel map).

In 2016, I looked something like this:

Étienne Garbugli

12 things about me. Most of them being true.

  1. Everything I own fits in a room.
  2. I learn Chinese for the pleasure of learning. It got me from Hong Kong to the Kyrgyz border (Far West China).
  3. I plan to do a round-the-world trip someday I did a round-the-world trip in 2017. You can view my photos here.
  4. I actually like Powerpoint. Honestly.
  5. I don’t have a car. I don’t plan on buying one.
  6. I know an awful lot way too much about hockey. I missed the game when I was living in Asia.
  7. My goal in life is to make a dent in the universe.
  8. I’ve had 3 knee surgeries (same knee) in the span of 5 years. Someday I’ll play hockey again.
  9. I created a card game. I’m proud of the results.
  10. In a previous life, I played a lot of music and wrote soundtracks for movies. I was good at it.
  11. I love meeting new people. I’m a good networker.
  12. I created « Garbugli’s Law ». It even got Mike Godwin‏’s approval.

In the Media


Étienne Garbugli

Etienne works at the intersection of Technology, Product Design and Marketing. He’s a three-time Startup Founder, a five-time entrepreneur, and a UX research expert. Etienne is also the Author of Lean B2B: Build Products Businesses Want. Lean B2B is a framework used by thousands of entrepreneurs & innovators to reduce the risk of their B2B ventures.