Étienne Garbugli

Entrepreneur & Author of Lean B2B

What’s your mission statement?

By Étienne Garbugli | May 24, 2011 | 0 Comment

Not your company’s, yours.

What do you stand for, what are you about?

What’s your consistent theme, why do you choose some opportunities and avoid others?

Self-awareness is essential if you want to get where you want to be. You can be opportunistic and let the market drive you but, to get somewhere precise, you need a mission or objective to guide your decisions.

So, if Google is about organizing the world‘s information and making it universally accessible and useful and I’m about learning, trying and adapting until I find an optimal business fit, what are you about? Do you know?


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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