Étienne Garbugli

Entrepreneur & Author of Lean B2B

Shoot for holes

By Étienne Garbugli | May 10, 2011 | 0 Comment

If you watch someone learn how to play hockey, you’ll notice a tendency to shoot on the opposing goaltender even when the net is half-empty…

If you follow someone setting up his first business, you’ll notice a tendency to try to do the same as the competition…

But, unlike in hockey where reflexes and adrenaline have their use, starting a business actually gives businessmen time to think (or to evaluate the reverse of what they think).

Takes a certain amount of unwiring to start thinking in terms of strategic opportunities but, the market already has enough of the same thing.

So, instead of thinking of matching the competition first, focus on being different first. Not being able to see the gaps in a market is a sure sign of lack of research and market awareness.


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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