Étienne Garbugli

Entrepreneur & Author of Lean B2B

Everything can end

By Étienne Garbugli | September 20, 2010 | 1 Comment

You don’t have to take on another project. You don’t need to take over the world. Everything can end. Things don’t have to be the way they are. You have more control over your life than you think.

When we were negotiating the sale of Flagback, things got a bit intense. The discussions were difficult; taking a lot from me. Because we had investment considerations we decided to set a hard deadline for the negotiations. Knowing when they were going to end, really helped ease the tension.

We often put ourselves in uncomfortable situations we feel we can’t get out of. Crazy deadlines, tough negotiations, busy schedules, etc; setting an end date for intense / stressful activities is reassuring. Permanence is overwhelming.

Although it might cost you a bit, there’s always an end date to set… or a way out.


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.


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