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Lean B2B: Build Products Businesses Want (Second Edition) by Etienne Garbugli

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Product details

  • Publisher ‏ : ‎ Etienne Garbugli; 2nd ed. edition (22 March 2022)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 358 pages
  • ISBN-10 ‏ : ‎ 1778074057
  • ISBN-13 ‏ : ‎ 978-1778074059
  • Item Weight ‏ : ‎ 476 g
  • Dimensions ‏ : ‎ 15.24 x 1.88 x 22.86 cm

Startups don’t have infinite runway.

To reach product/market fit, they need a solid roadmap, effective strategies to learn from their market and customers, and a framework for deciding when to pivot, and when to persevere.

The issue is that most of the advice they get is either incomplete, unrealistic, misguided, or it’s just not catered to the enterprise or B2B journey.

Founders can create their own processes through patchwork at the cost of trial and error, but this can easily send them sideways.

What startups really need is…

A proven playbook


Thousands of entrepreneurs and innovators have already used Lean B2B (the first, or this second edition) to quickly get from idea to product/market fit in B2B.

Startups like Loopio, Knoetic, Flutura, Cobrainer, and Jupl were able to leverage the methodology to learn, test, validate, and build sustainable businesses.

Intrapreneurs, corporate innovators, and innovation consultants in companies like Altran, the Netherlands Aerospace Centre (NLR), and ING leveraged the methodology to shortlist their ideas, improve their innovation practices, and build innovative products.