Book · ~280 pages

Lean B2B: Build Products Businesses Want

Etienne Garbugli · leanb2bbook.com Paid Intermediate

If you're selling to businesses rather than consumers, this book adapts customer development to the messier reality of committees, procurement, and long sales cycles. It goes deeper than any single essay on how to identify the right person to interview inside an organization that already uses your competitor's product.

  • The decision-maker and the daily user are often different people, interview both
  • Validate the problem's business impact before validating your solution
  • Beachhead one narrow segment before trying to serve everyone
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The question it answers

  1. How do I recruit and interview my competitor's customers without it getting weird or them shutting down?

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