About The Book

Finding and validating business opportunities in mid- to large-sized organizations can overwhelm even the most experienced entrepreneurs. Challenges include acquiring domain expertise, building a connected network of influencers, finding the decision makers, understanding the needs of the "whole product," estimating a return on investment and reducing the perception of risk. Where should you start and how should you proceed?

Lean B2B helps technology entrepreneurs answer these questions 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 you:

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

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 UX research expert.

Etienne has experience working for and with large corporations, having designed a multi-million dollar flight reservation system for Aeroplan’s call center and having worked with some of the brightest, most agile consultants at ThoughtWorks.

Over the last ten years, he has validated no less than 25 businesses for clients and personal projects. He has met hundreds of entrepreneurs, run countless tests, and tried many methodologies to learn how to economically validate business ideas.

Etienne is currently a Product Design & Marketing consultant, helping startups understand their customers to create innovative products. He also teaches user research and travels the world.