The Lean B2B Masterclass by Étienne Garbugli

The Lean B2B Masterclass

Learn to build products businesses buy. Follow the process used by thousands of entrepreneurs and quickly get from idea to product-market fit in B2B.


Learn how to build products businesses buy by joining The Lean B2B Masterclass.

The Lean B2B masterclass will show you exactly what to do, when, and most importantly, how! Instead of flailing around trying random things, you'll be able to follow a clear path.

The methodology you'll learn has been developed over 7+ years and combines insights from hundreds of successful B2B entrepreneurs.

Thousands of entrepreneurs and innovators are already using the Lean B2B methodology.

What will I learn?

The masterclass curriculum is designed for action, to help you get positively addicted to success, and to do it one tiny win at a time. It contains everything you need to reach product-market fit in B2B.

The B2B Opportunity & Setting Yourself Up for Success (25 mins)
In the first section, we'll talk about B2B product opportunities. By the end of it, you'll know the differences between selling to businesses and selling to consumers, and you'll have a clear idea of the time and setup you'll need to reach product-market fit.

Evaluating Markets & Finding Early Adopters (1.5 hour)
Next, we'll look at ways to generate business ideas and evaluate markets. By the end of this section, you'll know what market you should be going in, and will have mastered the art of finding and recruiting early adopters.

Finding the Pains of Buyers (1 hour)
Next, we'll start drafting interview scripts, conducting interviews, and finding problems worth solving. By the end of it, you'll know how to conduct interviews and you'll be able to turn interview data into actionable insights.

Defining a Product & Validating it With Customers (2 hours)
Next, we'll define a minimum viable product to start validating our solution. We'll also learn how to presell a product. By the end of this section, you'll know what goes into an early MVP, and know how to make valuable offers to prospects.

Speeding Things Up & Overcoming Common Challenges (30 mins)
Lastly, you'll learn to address common challenges faced by B2B innovators. You'll also learn tricks to speed up product-market validation. By the end of it, you'll be able to identify stalling techniques and speed things up.

The masterclass also includes 9+ hours of exclusive interviews with B2B thought-leaders like Dan Martell, Hiten Shah, Sachin Rekhi, and Bob Moesta, pioneer of the Jobs To Be Done Theory, fill-in-the-blank templates and worksheets, and access to a private mastermind group.
"I'm still applying the concepts I learned from the course every day. The Lean B2B masterclass gave me a clear strategy for validating product-market fit within businesses. Very practical, highly recommended!"
Stephan Huez, Wiser Hare Founder & CEO

Who is teaching this course?

Étienne Garbugli is a 3-time startup founder (Flagback, HireVoice and Highlights), the author of Lean B2B: Build Products Businesses Want, and a recognized customer research expert.

Over the years, he has validated no less than 25 businesses for clients and personal projects, met hundreds of entrepreneurs, ran countless tests, and tried all existing methodologies to learn how to cheaply validate business ideas.

Who is using the Lean B2B methodology?

What's included?

Video Icon 47 videos File Icon 19 files Text Icon 17 text files
Section 1: The B2B Opportunity & Setting Yourself Up for Success
Lesson #1 - Introduction
3 mins
Lesson #2 - Why B2B?
8 mins
Lesson #3 - What Makes B2B Different?
10 mins
Lesson #4 - How Much Time Do I Need?
3 mins
Lesson #5 - Do I Need to Quit My Job?
3 mins
Section Links
Section 2: Evaluating Markets & Finding Early Adopters
Lesson #6 - Where It Starts
9 mins
Lesson #7 - Choosing a Market
9 mins
Lesson #8 - Finding Problems and Opportunities that Matter
5 mins
Lesson #9 - Finding Early Adopters
16 mins
Lesson #10 - Finding Early Advocates
4 mins
Lesson #11 - Selecting Early Adopters
2 mins
Lesson #12 - Leveraging Domain Credibility & Visibility
11 mins
Lesson #13 - Contacting Early Adopters
12 mins
Lesson #14 - How to Get Customer Interviews with Cold Emails
26 mins
↳ Lesson #14 - Cold Email Sample Script
Section Links
Section 3: Finding the Pains of Business Buyers
Lesson #15 - Why Interviews?
9 mins
Lesson #16 - The Code of Conduct for Customer Interviews
12 mins
↳ Lesson #16 - Tips for Great Customer Development Interviews
Lesson #17 - Customer Discovery Interview Questions
11 mins
↳ Lesson #17 - Customer Discovery Interview Questions 
Lesson #18 - Conducting Problem Interviews
16 mins
Lesson #19 - Analyzing the Results
12 mins
Section 4: Defining a Product & Validating it With Customers
Lesson #20 - Problem-Solution Fit
13 mins
↳ Lesson #20 - All Types of Endorsement
Lesson #21 - Creating a Minimum Viable Product
18 mins
Lesson #22 - Mapping the Buying Influencers
9 mins
Lesson #23 - Preparing Your Pitch
18 mins
Lesson #24 - Reengaging Prospects
5 mins
↳ Lesson #24 - Reengagement Template
Lesson #25 - Conducting Solution Interviews
10 mins
↳ Lesson #25 - Solution Interview Questions
Lesson #26 - Dealing with your First Purchase
3 mins
↳ Lesson #26 - How to Deal With Your First Purchase
Lesson #27 - What to Do if the Prospect Doesn't Buy?
6 mins
↳ Lesson #27 - The Reasons Why Prospects Don't Buy
Lesson #28 - Product-Market Fit
12 mins
↳ Lesson #28 - Iterating the Product and Reaching Product-Market Fit (🎁 Bonus Content)
2.11 MB
Lesson #29 - To Pivot or Not to Pivot?
7 mins
↳ Lesson #29 - All Types of Pivots
Lesson #30 - What Happened With the Business?
6 mins
Section Links
Section 5: Speeding Things Up & Overcoming Common Challenges
Lesson #31 - Common Challenges
18 mins
Lesson #32 - Speeding up Product-Market Validation
11 mins
Section Links
Lesson #33 - Conclusion
3 mins
↳ Lesson #33 - Next Steps and a 🎁 Final Bonus
13.7 MB
📄 Exercise Templates, Scripts & Task Lists
69.9 KB
297 KB
23.7 KB
29.2 KB
28.2 KB
12.3 KB
39.9 KB
251 KB
23.1 KB
71.9 KB
52.4 KB
🎁 Extras & Bonuses
🎥 How to Find and Evaluate B2B Business Ideas
40 mins
📘 Lean B2B: Build Products Businesses Want (ebook, PDF)
6.55 MB
📘 Lean B2B: Build Products Businesses Want (ebook, ePub)
18.2 MB
📘 Lean B2B: Build Products Businesses Want (Paperback discount)
🎙️ Expert Interviews With B2B Thought-Leaders
Alex Hillman: Serial Entrepreneur (Indy Hall, Stacking the Bricks) & Author
(1h 02m 54s)
Ashwin Gupta: Growth & Product Management at Visual Website Optimizer (VWO) and Wingify
34 mins
Bob Moesta: President & CEO of the Re-Wired Group, Co-Creator of the Jobs to be Done Framework
26 mins
Claudio Perrone: Lean Startup Coach & Creator of PopcornFlow for Continuous Innovation & Change
30 mins
Dan Martell: Serial Entrepreneur (Clarity, Flowtown, Spheric Technologies), Coach & Angel Investor
41 mins
Daniel Zacarias: Product Management Expert & Founder
32 mins
David Cancel: Serial Entrepreneur (Drift, Performable, Compete, Lookery, Ghostery) & Angel Investor
31 mins
Hiten Shah: Serial Entrepreneur (FYI, Product Habits, Crazy Egg, Kissmetrics) & Angel Investor
44 mins
Ian Gervais: VP of Product at Statflo, Founding Team Member
38 mins
Jeff Gothelf: Co-Author of Lean UX and Sense & Respond, Author of Lean vs Agile vs Design Thinking
29 mins
Jim Kalbach: Author of The Jobs-to-be-Done Playbook & Head Of Customer Experience at MURAL
29 mins
Karl Gilis: UX, CRO and Customer Experience Expert & Co-Founder AGConsult
48 mins
Kieran Flanagan: Growth Though-Leader & VP Marketing at HubSpot
30 mins
Nir Eyal: Bestselling Author of Hooked: How to Build Habit-Forming Products & Indistractable
24 mins
Patrick Campbell: Founder & CEO of ProfitWell, Pricing Expert
39 mins
Sachin Rekhi: Serial Entrepreneur (Notejoy, Feedera, Anywhere.FM) & Product Management Expert
40 mins
Zoran Kovacevic: Product Manager at TripActions & Serial Entrepreneur
27 mins
📩 Contacts & Links
All Course Links
Startup Tools, Posts & Resources for B2B Entrepreneurs (211+)
Get in Touch

Frequently Asked Questions

Is The Lean B2B Masterclass right for me?

Most of the time, if you're asking this question you're really asking one of the following:

  1. Will it work for my existing idea/product?
  2. Will it work for my audience?
  3. Will it work for me, personally?
The Lean B2B methodology was successfully leveraged to bring new products to market by startups, in-house product teams, intrapreneurs, accelerators, incubators, educators, and service companies.

Although it was created with web, desktop and mobile products in mind, the key concepts should resonate with entrepreneurs trying to get any kind of technology or service adopted by businesses.

The start points may vary, but it is possible to use the masterclass to validate/iterate an idea, a concept, or a full product already well positioned on the market.

If you're unsure, please email me at before buying!

What happens after I buy?

When you log in for the first time, you'll get access to all 33 lessons, the templates, task lists, and the bonuses. You'll be able to hit the ground running right there.

Within the next few days, you'll get invited to the mastermind group.

If you have any questions in the meantime, feel free to reach out to

Will you be available if I get stuck?

My priority is for you to succeed, so when you have specific questions about understanding and applying what you're learning, I'll absolutely do my best to help.

But to keep expectations clear, enrolling in The Lean B2B Masterclass doesn't turn me into your private 24/7 business coach. If you email me for help, I ask that you're respectful of my time and more importantly, that you're  following the course lessons, and doing the work.

Can The Lean B2B Masterclass help me validate my existing idea?

Definitely! The course will help you flesh out your hypotheses, find early adopters for interviews, and come up with the right script to truly learn from prospects. 

From there, you'll be able to uncover business problems, opportunities, and validate that business stakeholders are willing to pay for your product.

If they're not, you'll have a clear path to improving your product.

Okay… can I learn how to make more sales with my existing product?

If you already have a product that's already making sales, the techniques will help you make more sales and grow your product further, by understanding your customers even better, and marketing and selling more effectively.

Read more here on how that could work for you or email me at with more details about your existing product business if you're not sure.

Are there support channels for The Lean B2B Masterclass?

Yes! You'll get access to our private mastermind group and you can always send me an email.

The mastermind was designed to help students connect with one another, get feedback on their business progress, or just get answers on their most pressing business challenges. 

I’m NOT technical. Will The Lean B2B Masterclass work for me?

It should! You don't need to be a designer, a developer, or a product manager to successfully use the concepts I teach in The Lean B2B Masterclass. You don't need to have technical or programming skills.

If you're not technical, bring your technical partners along. The more ears to the ground, the better it will be for your product-market validation.

What if I'm based outside of North America? Will the lessons still work if I'm based in a different country?

You won't find any US/Canada-centric concepts in the masterclass. All of the customer development work you'll be doing can be done from anywhere, on audiences from anywhere.

I have success stories from many countries around the globe. The Lean B2B Masterclass has students in 60+ countries.

Since The Lean B2B Masterclass is something you can complete on your own time, you also don't have to worry about time zones. 

If you're concerned about language issues—specific to the course or the exercises—or if you're not sure if The Lean B2B Masterclass is right for you, email me at!

How long will the course material be available?

Forever. :-) Once you're enrolled, you'll have continued access to The Lean B2B Masterclass video lessons, the worksheets, the templates, and the bonuses.

You'll also get access to any future content I add as I make The Lean B2B Masterclass better and better.

How soon will I be able to launch my product?

The timeline is entirely dependent on your ability to learn from your target market.

If you're motivated and focused on your audience, it's entirely possible for you to get results fast. Your results are entirely based on the work you put in: doing customer interviews, shipping MVPs, and preselling your product to business customers.

How much time will I need to dedicate to this course?

Naturally, the more time you invest, the more and better results you'll get in less time.

Reaching product-market fit in B2B can take anywhere between two months and two years. However, you should be able to start making sales much sooner than that if you use the Lean B2B methodology.

I still have questions!

I should be able to answer any questions you have. Just drop me an email at