Étienne Garbugli teaches professionals and consultants how to transition Into B2B entrepreneurship and become founders. Here is a briefing he offered at Lean Culture in January 2025.
From Desk to Founder: How to Transition Into B2B Entrepreneurship in 2025
In this video snippet, Étienne Garbugli shares the five reasons why one might want to be an entrepreneur in 2025 and why being a user entrepreneur is a successful path for so many startup founders.
Étienne Garbugli is the lead instructor and CEO of Lean B2B, as well as a product/market fit coach at Sliced.
He’s a three-time startup founder (Highlights, Flagback, and HireVoice), a five-time entrepreneur, and a customer research expert.
He’s also the author of Lean B2B, Solving Product, and Find Your Market. The Lean B2B Methodology has helped thousands of entrepreneurs and innovators around the world build successful businesses.
In the full video below, Étienne Garbugli teaches professionals and consultants how to become B2B founders.
Key topics include:
- Learning to See – Identifying business opportunities by spotting recurring problems and pain points within an organization
- Dissecting Winners – Examining how other organizations chose their solutions can be informative, as it offers an understanding of the typical sales process and criteria used in these decisions.
- Mapping Your Unfair Advantages – Leveraging your existing knowledge, skills, and access as an employee or consultant to kickstart a new B2B venture (user entrepreneurship)
- Extending the Search – Understanding the decision-making process and technology selection within organizations to inform your product positioning and go-to-market strategy
- Shaping a Business Opportunity – Expanding your search and validating your business idea by connecting with other professionals and organizations