Étienne Garbugli

Entrepreneur & Author of Lean B2B

The idea that never comes

By Étienne Garbugli | August 25, 2011 | 0 Comment

Part of what I’ve been doing over the course of last year has been looking for the perfect business idea. Through brainstorms and bouts of loneliness, I came up with a lot of very good and very bad ideas but, no perfect idea.

No sureshot. No certainty. All the best ideas seemed about equal until I tried to make them happen. Then, through committing to executing on an idea, I realized that it was either worst or better than I thought it was gonna be.

Ultimately, an idea’s potential is really your potential to make it happen. Proper execution can make or break any idea (37 signals).

Asking yourself which idea is the best is futile. Instead, ask yourself, which idea can I execute best. If you have a genius idea worth millions, you’re probably not second-guessing yourself enough… Think again, it’s not worth that much if you can’t make it happen.


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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