Étienne Garbugli

Entrepreneur & Author of Lean B2B

You don’t know what you’re selling

By Étienne Garbugli | August 25, 2010 | 0 Comment

Sure, you know your product’s features inside-out and have a general idea of the niche you’re targeting but, do you really know what you’re selling?

When we were building Flagback, a visual feedback tool, we knew the type of clients we wanted and were convinced that people were gonna love our integrated workflow, streamlined communication process, etc.

After meeting just a few prospective clients, it was clear that we were selling A when we should really be selling B. The market was right but the positionning was wrong. We didn’t have the right angle or the right keywords. Our marketing was solution-driven and not market-driven.

We quickly realized that planning is guessing. You don’t know what you’re selling before meeting actual clients. User test your business, product or idea as early as possible. It’s the only way to really know what you’re selling.


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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