Étienne Garbugli

Entrepreneur & Author of Lean B2B

You’re only one thing

By Étienne Garbugli | September 13, 2010 | 2 Comment

First impressions sometimes matter.

Everyone has a label, a position. Everyone fits in a box. Mike’s a student. Katrina’s a graphic designer. You’re a [insert role here].

This is how people think and it is very hard to break. You can’t be a SEO specialist AND a super talented painter. Well, you can but people will only remember one of the two.

You only get one chance at positioning yourself when you meet a prospect. Change positioning and lose credibility. Be one thing and stick to it… even when the other opportunity is more interesting.


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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