Étienne Garbugli

Entrepreneur & Author of Lean B2B

Figure out the black box first

By Étienne Garbugli | December 9, 2011 | 0 Comment

When starting a project, it’s normal to first want to do the things we’re comfortable with.

Too many teams assume that the thing they’re working on will just sell itself or that, building it is just a matter of paying a few people.

But, the things we’re less comfortable with don’t just solve themselves; a black box can easily turn into a can of worms if left for later.

Ideally, your team should be good at all of these things:

  • Building a product that matches a user’s needs
  • Getting funded
  • Acquiring users
  • Getting people to buy from you

But, if it’s not, start with the thing you don’t know, the one you’re the weakest at. Ultimately, it will be your biggest challenge (Martin-Luc Archambault).


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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