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Lean B2B: Build Products Businesses Want (Second Edition) Kindle Edition

by Étienne Garbugli (Author) Format: Kindle Edition
4.1 4.1 out of 5 stars 19 ratings
See all formats and editions

Get from idea to product/market fit in B2B


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.

Incubators, accelerators, investors, educators, and government officers have also used the methodology to increase the success rate of the startups (and founders) they work with.

Lean B2B has everything you need to get from idea to product/market fit


With the book, you’ll learn:
  • How to think through different ideas and company structures to set your venture on the right path
  • How to find early adopters, establish your credibility, and convince business stakeholders to work with you
  • How to learn from stakeholders, identify a great opportunity, and create a compelling value proposition
  • How to get initial validation, create a minimum viable product, and iterate product value until you reach product/market fit
  • How to stress-test the progress you’re making, keep your sanity, and evaluate alternate paths when things aren’t going the way you’d like
  • How to identify and avoid common challenges faced by entrepreneurs, and learn advanced techniques to speed up product/market validation

An entirely new & updated version for a new reality


Today, there are more companies building B2B products than there has ever been.

Products are entering organizations top-down, middle-out, and bottom-up. Teams and managers control their budgets. Buyers have become savvier… but also more impatient. The case for the value of new innovations no longer needs to be made.

The updates made to Lean B2B reflect the growing importance of differentiation, rapid value delivery, and market positioning.

The new edition adds content on:
  • Why companies look for new products, and why they agree to buy from unproven vendors like startups
  • The 4 type of opportunities that can increase the chance of building products that get adopted by companies
  • How to create a very specific wedge, and think about market opportunities
  • The iteration process from initial MVP to delivering a product that exceeds customer expectations (and is at product/market fit)
  • Service/consulting firms transitioning to products, corporate innovation, and much much more

This second edition is the result of years of research into B2B entrepreneurship. If you’re an early-stage founder in B2B, this is where you start.
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  1. Part of series
    Lean B2B
  2. Print length
    396 pages
  3. Language
    English
  4. Sticky notes
    On Kindle Scribe
  5. Publication date
    March 22, 2022
  6. File size
    17509 KB
  7. Page Flip
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  8. Word Wise
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  9. Enhanced typesetting
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From the Publisher

Lean B2B : Créez les produits que les entreprises veulent

Book also available in French

The book offers an end-to-end process for building a business in B2B. It's the shortest path from idea to product/market fit for startups.

Editorial Reviews

From the Back Cover

"Creating a business that sells to other businesses is extremely difficult. You will face many obstacles-poor access to decision-makers, difficulty acquiring users to test assumptions, investors prematurely pushing growth, and so on. The gymnastics needed to check waste in the face of these obstacles is intimidating. Lean B2B is an indispensable tool that will help you apply lean entrepreneurial skills to complex business ecosystems."

- Brant Cooper, Disruption Proof and The Lean Entrepreneur Author

"Lean B2B has earned its place in the canon for any enterprise founder. I somehow stumbled on the first edition of the book years ago, and it helped fundamentally, positively change the way I approached building my companies. I attribute many of the mental models & frameworks I use to win as an enterprise founder to Étienne's writing."

- Joseph Quan, Knoetic Founder & CEO

"Extraordinary, insightful and well explained. Lean B2B equipped me with valuable tools and examples to help businesses with solutions that meet their needs."

- Jose Alonso, Incubation Manager at Konica Minolta and Board Member at Custom Surgical

"When my co-founders and I started Loopio, we used Étienne's Lean B2B principles to guide our actions, especially with customer conversations and research. This ensured that every line of code we wrote was translated into raw value for our customers. If you want to steer the ship in the right direction from day 1, this book will show you the way."

- Zak Hemraj, Loopio Co-Founder & CEO

Review

"B2B market is like a mythological siren—incredibly alluring, and surrounded by shipwrecks. Étienne provides actionable, accessible, and apt guidance on how to create value for business and enterprise customers. Read it, and perhaps you too, will be able to reach the siren's riches without drowning."

- Bruno Pešec, President,  Pesec Global --This text refers to the paperback edition.

Product details

  • ASIN ‏ : ‎ B09W8G2376
  • Publisher ‏ : ‎ ; 2nd edition (March 22, 2022)
  • Publication date ‏ : ‎ March 22, 2022
  • Language ‏ : ‎ English
  • File size ‏ : ‎ 17509 KB
  • Simultaneous device usage ‏ : ‎ Unlimited
  • Text-to-Speech ‏ : ‎ Enabled
  • Screen Reader ‏ : ‎ Supported
  • Enhanced typesetting ‏ : ‎ Enabled
  • X-Ray ‏ : ‎ Not Enabled
  • Word Wise ‏ : ‎ Enabled
  • Sticky notes ‏ : ‎ On Kindle Scribe
  • Print length ‏ : ‎ 396 pages
  • Customer Reviews:
    4.1 4.1 out of 5 stars 19 ratings

About the author

Follow authors to get new release updates, plus improved recommendations.
Étienne Garbugli

Étienne Garbugli

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Étienne Garbugli works at the intersection of Tech, Product, and Marketing.

He’s a three-time startup founder (Highlights, Flagback and HireVoice), a five-time entrepreneur, and a customer research expert.

In 2014, he published the book Lean B2B: Build Products Businesses Want. The Lean B2B methodology helps thousands of entrepreneurs and innovators around the world build successful businesses.

Customer reviews

4.1 out of 5 stars
4.1 out of 5
19 global ratings

Top reviews from the United States

Boyd W.
5.0 out of 5 stars Helps entrepreneurs and innovators understand the inner workings of Marketing
Reviewed in the United States on September 27, 2023
Verified Purchase
Helps lean startups with good marketing ideas.Helps people find a wedge: a market, a usable product and a differentiated value. Finding early adopters is key.
One person found this helpful
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Artila Metaliaj
5.0 out of 5 stars Essential read for any B2B entrepreneur.
Reviewed in the United States on February 17, 2023
Verified Purchase
I was looking for a book that could explain the lean methodology clearly and concisely, and this was it. The book is filled with practical tips, real-life examples, and step-by-step instructions that made it easy for me to understand.
The book is well-structured and covers all the key aspects of starting a B2B business, from customer development to product development, marketing, and sales.
The book is also well-designed, with visual aids and diagrams that help to explain complex concepts in a simple and straightforward manner. Definitely an excellent guide for anyone looking to build a sustainable and scalable B2B business.
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Top reviews from other countries

Michael Doherty
5.0 out of 5 stars Excellent B2B Book for Startups
Reviewed in the United Kingdom on December 20, 2022
Verified Purchase
I found this book to be invaluable in focusing on how to reachout to B2B customers. Good avice and I have taken lots of note which is always the sign of a good book.
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Matti
5.0 out of 5 stars Must read for B2B business owners
Reviewed in Germany on May 21, 2022
Verified Purchase
The entry strategy to acquire Enterprise clients has evolved, and this book is an excellent summary of tools and explanations to apply the lean methodology to sell to organisations.
I know how difficult is to get the foot in the door of businesses at the beginning, this book helps one to focus on what matters during the first steps.
2 people found this helpful
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Dr. Mario Lenz
2.0 out of 5 stars Rather disappointing
Reviewed in Germany on September 25, 2022
Verified Purchase
Somewhat wild mix and hotch-potch collection of many different frameworks, tools, anecdotes. I didn’t learn anything new.

Even worse, it’s really hard to read. Very poor layout that hurts the eye. E.g. when page margins are ignored or it feels like 15 different fonts on a single page.

I needed to force myself to finish so that I can now turn to other books.
3 people found this helpful
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