Étienne Garbugli

Entrepreneur & Author of Lean B2B

The market won’t change (for you)

By Étienne Garbugli | April 14, 2011 | 0 Comment

We, people, have habits, likes and dislikes. Over time, we come to figure out what works and what doesn’t work for us.

We don’t change easily – certainly not at the first request. Our behavior evolves over time but, not very much.

Some of us are good with change, others less.

It’s certainly easier to change the things around us than to change us.

This makes us wonder why marketing is often about changing our behaviors when it should just go with the flow and use what we already use, the way we already use it.

Changing human behavior is one of the hardest things to do. If you really know your customers, you realize that they don’t change very much; it’s the things around them that do.

If behavior is a function of the person and its environment (Kurt Lewin’s B=ƒ(P,E)), it’s easy to realize that if you can’t change the person, you need to look somewhere 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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