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Lean B2B: Build Products Businesses Want

Lean B2B: Build Products Businesses Want [Kindle Edition]

Étienne Garbugli , Annemarie Vander Veen , François Maisonneuve

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Product Description

Product Description

« Lean B2B is filled with rock-solid advice for technology entrepreneurs who want a rapid-growth trajectory. Read it to increase your certainty and your success rate. - Jill Konrath, Author of AGILE SELLING and Selling to Big Companies

Finding and validating business opportunities in mid- to large-sized organizations can overwhelm even the most experienced entrepreneurs.

Lean B2B helps technology entrepreneurs meet the challenges while keeping them focused on the right things each step of the way. Packed with more than 20 case studies and insights from over a hundred entrepreneurs, Lean B2B consolidates the best thinking around Business- to-Business (B2B) customer development to help you quickly find traction in the enterprise, leaving as little as possible to luck.

The book helps:

  • Assess the market potential of opportunities to find the right opportunity for your team

  • Find early adopters, quickly establish credibility and convince business stakeholders to work with you

  • Find and prioritize business problems in corporations and identify the stakeholders with the power to influence a purchase decision

  • Create a minimum viable product and a compelling offer, validate a solution and evaluate whether your team has found product-market fit

  • Identify and avoid common challenges faced by entrepreneurs and learn ninja techniques to speed up product-market validation

« Read this book before you schedule even one more meeting about your startup. » – Jeffrey L. Cohen, Co-Author, The B2B Social Media Book

« Lean B2B nails the key to being nimble and iterative in the complex, drawn-out world of B2B entrepreneurship: relationships. It captures how I've been running my own Lean B2B practice for years and makes it accessible to anyone. » – Brian Gladstein, CEO and Founder, Explorics

« This book is essential reading for would-be entrepreneurs who face the daunting task of entering B2B markets. » – Paul Gillin, Co-Author, Social Marketing to the Business Customer

« Treat this book like a map to show you where you are and a compass to show you the direction. I wish I could have read it 2 or 3 years ago. » – Jonathan Gebauer, Founder, exploreB2B

« This complete collection of stories and experiences is the perfect companion resource as you embark on your entrepreneurial journey. » – Ben Sardella, Co-Founder, Datanyze

« Lean B2B is a must-read to understand one of the most under-addressed market opportunities by startups: B2B. » – Wandrille Pruvot, Chief Revenue Officer, Art of Click

About the Author

Etienne works at the intersection of Technology, Product Design and Marketing. He’s a two-time Startup Founder (Flagback and HireVoice), a four-time entrepreneur and a recognized Usability and UX research expert.

Product details

  • Format: Kindle Edition
  • File Size: 11418 KB
  • Print Length: 321 pages
  • Simultaneous Device Usage: Unlimited
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • Text-to-Speech: Enabled
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  • Amazon Bestsellers Rank: #229,404 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Amazon.com: 4.7 out of 5 stars  19 reviews
5 of 5 people found the following review helpful
4.0 out of 5 stars Reads easily and packed with practical knowledge 14 April 2014
By Briac - Published on Amazon.com
Lean B2B is the missing book of the lean series. In The Lean Startup, we are mostly told how to manage B2C products and iterate our way to a successful business via the build-measure-learn cycle. However, business customers can hardly be addressed by getting a MVP out there and watching metrics pour in. The process leaves much less room for experimentation and requires empathy with your users and a high level of customer intimacy. The author comes from a UX background and leverage his knowledge of user research to make the lean methodology work in B2B, his experience brings a refreshing view of how to gain insights from connecting with your users, not just interpreting data. He does a great job of giving practical methods to investigate the needs of B2B users, whether at the problem exploration stage or the solution building stage.

I have made all the mistakes discussed in the book : not having industry expertise or the right advisors/connections, listening to the wrong people, or listening the wrong way, trying to sell at the wrong time… and like most tech entrepreneurs I ended up building stuff that no one uses or pays for. Getting the right insights from the right customers is key to coming up with a successful product. "Ship fast", "keep shipping" aren't enough. I never thought how essential it is to be methodical in the way you design and launch a product, I was proud of just daring to "get out the building", but boy that is just one tiny step! I learned so much… how to interview customers and focus on the problem worth solving, how to tell when you have PM fit and not just an unscalable consulting business, what kind of pivots are proven successful in the B2B world... What I appreciate too is that, since the Lean Startup is now a few years old, the book is full of cases and interviews of tech entrepreneurs who did (or did not) apply the Lean Methodology. You find yourself int their shoes, and it's great to see what they did. This book also helped me brush-up my selling skills, and I'll definitely go through some of the recommended readings in the chapters covering B2B sales.

Its the kind of book I regret not having read before wasting months of work. It does not tell you how to scale and how to conduct business after product validation, but if you are still at the customer development phase, read it now!
3 of 3 people found the following review helpful
5.0 out of 5 stars If you want to be an entrepreneur within the B2B segment, Lean B2B is the book you should keep on your desk at all times. 12 May 2014
By Jonathan - Published on Amazon.com
Etienne Garbugli has been there and has seen the various challenges that a B2B startup faces. I am an entrepreneur myself and I wish I could go back in time and read the book two, three or even four years ago. It would have spared me a lot of things and would have taught me lessons that I had to learn myself the hard way. But even now, I have the book in my office on my desk at all times. It is not just a book that you read once, but a book that I regularly go back to.

The book describes the very long way of how a startup in the B2B space can go from idea to concept until finally reaching product-market-fit. Maybe the biggest accomplishment of this book is that it manages to adapt the Lean Startup principles to a purely B2B approach and manages to provide startups with ways to progress in a lean approach while staying dependable to clients at the same time.

Garbugli provides insights for every phase of the B2B startup roller coaster ride. He outlines a procedure that will keep you from a lot of pitfalls that can otherwise break your neck. He provides case studies for all of the procedures he presents - sometimes even from his own (failed or at least not uber-successful) companies - and maybe it is the honesty he applies to his own mistakes, that makes the book even greater in those places.

TL;DR: Lean B2B by Etienne Garbugli is the evolution of Lean Startup in the B2B space - and following what Garbugli proposes also gives entrepreneurs the chance to stay lean in light of rising development costs and products that get more complicated by the day.
3 of 3 people found the following review helpful
5.0 out of 5 stars Great insights on how to design/sell products in the B2B space 13 May 2014
By Sylvie Lachize - Published on Amazon.com
Format:Kindle Edition
This is the book I was looking for! I wanted to draw the lessons from Lean Startup / Lean UX but I just didn't see how to apply the model to B2B. In the company I work for, we have very long sales cycles, few potential customers worldwide and a very complex decision model involving a lot of actors. We just can't go to the nearest shopping mall to evaluate our designs... Lean B2B is filled with very concrete advice on how to build a product that will truly serve a need. It starts with great advice on how to find a real problem to solve! We too often come up with a solution (or are expected to) when the first step should be to listen and observe, letting your prospects show you what their needs are.

The author gives very detailed information about every step of the process of designing a great product, from deciding which field to work in to validating the product-market fit. The book provides interview guides, success criteria for every step and in general very concrete and actionable information. A lot of entrepreneurs (including the author) also very generously reveal their past mistakes. All of this will no doubt give any new entrepreneur a head start. Personally, I enjoyed reading Lean B2B cover from cover and I am now applying some of the lessons in my work!
3 of 3 people found the following review helpful
5.0 out of 5 stars A B2B Entrepreneur's Best Friend 27 Mar 2014
By Ben Sardella - Published on Amazon.com
Format:Paperback|Verified Purchase
The perfect companion resource with great stories/experiences from the best in the business! The book will pay itself off in the first couple of pages!
1 of 1 people found the following review helpful
4.0 out of 5 stars The missing part 1 July 2014
By Louis-philippe Huberdeau - Published on Amazon.com
Most start-up related books I have read tend to be about success stories. Founders had an idea, brought it to market, tweaked a little bit and made it big. Lean B2B is not one of those books. It is insightful and actionable. It provides techniques to validate ideas, markets, prospects and solutions, leaving little room for surprises.

There is a lot of content to process. Garbugli goes in depth to explain the inner workings of a corporation, or rather the motivations of the people within, and the buying cycles so your start-up can align with them on the path to success.

Definitely a must-read for anyone willing to enter the B2B space.
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