Étienne Garbugli

Entrepreneur & Author of Lean B2B

Set the suggestion cost

By Étienne Garbugli | March 31, 2011 | 0 Comment

I used to believe in business plans… Back when we were working on Flagback, it was our way to align understanding and centralize the information.

Everyone came up with ideas but only I, as document owner…, was doing the research and the updates. At the time, I didn’t see a problem with this.

But, this changed when I heard a project manager on a side project say:

If you suggest something, you own it. Better be able to handle it.

Ideas being just ideas, I realized that, without a suggestion cost for new ideas, there’s no commitment and very little filtering being done.

It’s easy to throw ideas around when you don’t have to do the work but, chances are, if you’re not willing to work on an idea, you shouldn’t be suggesting it.

I spent way too much time keeping track of ideas we never did… it killed momentum. Lesson learned.


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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