Étienne Garbugli

Entrepreneur & Author of Lean B2B

The cost of using your head

By Étienne Garbugli | July 7, 2011 | 0 Comment

There’s a reason why creative work is always easier to put off. There’s a reason why most people prefer group brainstorms. There’s a reason why reading a book is more difficult than watching a movie.

Creative thinking and problem solving requires more focus and motivation (or so it seems).

This is why doing what we’re told or performing mindless tasks is sometimes so appealing; we can think about something else while working…

But, even if one rarely goes without the other, using your head is what makes your value shines; what allows you to charge the big bucks. You never want to let easy push out value because of fear procrastination.

Procrastination and drifting are part of the creative process. Don’t expect creative work to be a 9 to 5. The best ideas rarely come when they’re supposed to.


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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