Étienne Garbugli

Entrepreneur & Author of Lean B2B

Step out of your shoes for a moment

By Étienne Garbugli | February 16, 2011 | 0 Comment

Working with people can be hard. Chances are, unless you did someone’s job before, you have no idea what’s important to them; what they really care about.

But, without knowing how they view their own role and their priorities you’ll always have difficulty getting them to see your point of view. You need to understand your collaborators’ mental models to get them to see yours.

  • If you work with designers, make them understand that aesthetics are important to you.
  • If you work with developers, make them understand that performance, code re-usability and simplicity is important to you.
  • If you work with accountants, make them understand that… etc, etc…

Show collaborators that you understand their reality, that their concerns are valid and that you care about what they care about. Empathy will help make your interactions and negotiations a lot smoother.


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.


Leave a Reply

Your email address will not be published. Required fields are marked *

Read previous post:
Break out of your comfort zone

Comfort is a good and a bad thing. It's a security to fall back on patterns we already know but,...