Étienne Garbugli

Entrepreneur & Author of Lean B2B

Reaching beyond the known world

By Étienne Garbugli | October 4, 2011 | 0 Comment

Imagination is limited by experience, our own and our own culture’s. We don’t really create, we generally remix as it’s near impossible to create something that shares no characteristics to anything that already exists.

Constraints are set in the system; the definition of quality is all too often based on what has been proved to work in the past.

There’s a formula for what makes a good pop song, a bible for what makes a good story and fairly rigid indicators of what might make a business successful.

But, as much as these help, they also reinforce the existing system and limit the range of possibilities. Until… someone throws a curveball and widens the known world by succeeding with a model that no one saw coming.

Don’t believe we’re done discovering new recipes to success. The fact that something hasn’t been done before doesn’t really say anything about its potential.


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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