Étienne Garbugli

Entrepreneur & Author of Lean B2B

Forget about precision, you’re the best

By Étienne Garbugli | September 23, 2010 | 4 Comment

Which company would you rather work with?

Company A: Our company is one of the leading wine producers in Canada. We produce some of the best wines in Canada. We believe that the greatest proof of our capabilities is our work and the satisfaction of our customers.


Company B: Our company is the premier wine producer in Canada. We produce the best wines in Canada. The greatest proof of our capabilities is the satisfaction of our customers.

It’s better to appear confident than being precise. Be affirmative, don’t use weak words like « I think », « we believe », « sometimes », « some », « one of », etc. Precisions reduce your message’s impact; you’ll get a chance to be precise once you’ve been concise.


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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