Étienne Garbugli

Entrepreneur & Author of Lean B2B

The benefit of looking in a different direction

By Étienne Garbugli | June 7, 2011 | 0 Comment

More often than not, people of similar professions approach problems the same way. Designers think like designers while architects think like architects.

Coming from similar backgrounds, facing similar issues, reading similar articles and belonging to the same communities ends up creating homogenic thinking and homogenic dreaming. Designers want to work for Apple while technologists want to launch the next Twitter, Facebook or Foursquare…

But, while everyone’s looking at X, almost no one’s looking at W, Y or Z.

There’s value in being a square peg in a round hole. Bringing the thinking of a designer to a completely different field, brings a complete different way of looking at problems.

Maybe you should be bringing what the online world taught you to the offline reality? Or maybe you should bring a technology approach to an archaic business model?

Who knows? One thing’s for sure though, you’ll never find out if you look in the same direction as everybody else…


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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