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Your story - or the
story of your founding team - can help get you through the doors of enterprises. Britelynx founder, Pete Lalancette, was a military helicopter pilot for 21 years before starting up. Wouldn’t you be curious to meet him? 7
The early adopters that get
the new iPhones are not the same people that go and try the new coffee shop. - Brant Cooper, Lean Author Being an early adopter is not a personality type. 9 “
Meeting people in their work
environment can sometimes lead to great insights. Interviewing IT professionals, Jason Cohen noticed certain magazines on the desk of his prospects. When his product was ready, he advertised in that magazine to great success. 10
Proximity to customers is key.
Moving in with them can be a great idea. Having development teams at client ofﬁces, helps you discover customer pains, context of use, stakeholders, underlying needs and enterprise reality. 12
In the long run, the
people that seek problems out-perform the people that seek solutions. Drs. Jacob Getzels and Mihaly Csikszentmihalyi proved this theory by following the career of professional artists for over 2 decades. 13
To win, your solution must
be at least 2 times faster, 2 times better and 2 times cheaper than the known alternatives. 14 – Value (Actual or Perception of) = Risk (Perception of) Implementation Score
... though rarely perceived as
a competitor, Excel is almost always an actual competitor for software startups. “ - Joshua Porter, HubSpot Director of UX If you can't beat the Excel solution, your product will never be a success. 15
Frequency is about the worst
way to pick a problem to address. Cables have been getting tangled up all over the world for decades – it’s a very common problem — but very few people would pay to have that pain removed. 16
To keep your focus, sometimes
it’s best to turn down paying customers. You won’t convince large enterprises to sign with you if all your customers are tech startups. 17
«This is a must read
for every B2B entrepreneur, SaaS creator or consultant and business school student. It's the kind of book you don't read once, you go back to it on a regular basis. » - Carmen Gerea, CEO & Co-founder, UsabilityChefs «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 « 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 «The book I read of which I have learned the most. » - Etienne Thouin, Founder and CTO, SQLNext Software «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 Thousands of innovators around the world use LEAN B2B @egarbugli /egarbugli Read the Lean B2B Blog Étienne Garbugli: