Étienne Garbugli

Entrepreneur & Author of Lean B2B

The art of fooling yourself (completely)

By Étienne Garbugli | May 30, 2012 | 1 Comment

Enters guy A. He’s had a business before. He’s been through it before.

One of the things he had learned is that, in business, you don’t want to create a product if it doesn’t solve a real world problem.

Excited about starting his new venture, he sets up doing research with prospective clients from day 1 (something he’s good at).

Guy A starts with an hypothesis, meets clients, gathers feedback, adapts the product and then cycles through the whole thing again. It’s the right process but, 6 months in, he realizes that what he knew best played the worst trick on him.

What he falsely assumed to be a blank starting point was actually a problem he had made up.

Guy B, on the other hand, didn’t have any previous experience. He was humble enough to learn. 6 months in, he’s ahead of the more experienced guy A.

The things we think we know are the things that are most likely to make us arrogant. Intellectual certainty is a risk. Stay humble to keep on learning and growing.


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.



15 August, 2012 Reply

[...] realized that we had been fooling ourselves in thinking that employer brand perception was an important problem. It was a problem but, it [...]

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