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Solving Product: Reveal Gaps, Ignite Growth, and Accelerate Any Tech Product with Customer Research (Lean B2B) Paperback – August 8, 2020

by Étienne Garbugli (Author)
4.5 out of 5 stars 84 ratings
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A book that actually teaches you how to create growth in a product business


Solving Product is not a big idea book. It's a book entrepreneurs and product teams are using to drive real results in their organizations.

The book helps them:
  • Reveal the gaps in their business models
  • Clarify the challenges they’re facing
  • Carefully weigh alternative solutions for addressing blockers and driving new growth
  • Learn from their prospects and customers with the right customer research techniques
  • Lay out clear action plans to address the issues
  • Make their organizations more customer-centric

It's everything you need to know about growing a product from Idea to Maturity


Solving Product is exhaustive. It contains actionable advice from hundreds of product leaders and customer research experts, and features over 25 case studies.

No matter where you are in the product growth cycle—at the idea stage, at maturity, or somewhere in between—the book will help you find new growth.

The book is used by thousands of organizations around the world


Solving Product is actively in use by product teams and entrepreneurs in:
  • Startups: Entrepreneurs and early-stage teams are using the content to find their business opportunities, identify competitive advantages, validate their concepts, and iterate their early products' value until they find product/market fit.
  • Scaleups: Growing startups are using the book to reduce friction, fine-tune their positioning, test acquisition channels, and expand into new markets.
  • Mature Product Organizations: Established companies are using the overarching framework to identify their business' bottlenecks, the supporting content to make their organizations more customer-centric, and the various tools in the book to train and level-up their product teams.
  • Accelerators & Incubators: From Canada to Lebanon, to the United-States and Singapore, accelerators and incubators have been structuring their programs around the content of the book, often even using the content to train the founders in their programs.

A book you’ll find yourself going back to, time and time again


Solving Product is a different type of book.

It's structured in a way so you can put it on your desk and thumb through it whenever you face a growth challenge in your organization.

You can read it from beginning to end, or navigate to the section you need to drive new growth.

You'll be going back to the content, time and time again. Solving Product is not a book you'll read once, then simply put away.
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  1. Part of series
    Lean B2B
  2. Print length
    522 pages
  3. Language
    English
  4. Publication date
    August 8, 2020
  5. Dimensions
    6 x 1.18 x 9 inches
  6. ISBN-10
    1777160421
  7. ISBN-13
    978-1777160425
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From the Publisher

Solving Product, in short...

Rapid Diagnostic

Rapid Diagnostic

Reveal gaps in your product strategy. Know exactly what challenges you're facing.

Growth Ignition

Growth Ignition

Master customer research. Find new approaches to get your product growing.

25+ Case Studies

25+ Case Studies

Get new inspiration. Learn from some of the leading product organizations in the world.

Solving Product is a book you’ll find yourself going back to, time and time again.

Clear Action Plans

Clear Action Plans

Get actionable advice, fix pressing issues, and get your business moving forward, fast.

In-Depth Guides

In-Depth Guides

Learn from hundreds of tech product leaders and customer research experts.

Repeat Value

Repeat Value

Editorial Reviews

From the Back Cover

"Everyone knows that research is a requirement for improving growth processes, but very few people know which particular research practices are right for their current goals. This book collects the world's brightest ideas on this topic, and organizes them in a way that makes it easy for anyone—regardless of company size—to know exactly which techniques will achieve outsized returns." - Samuel Hulick, Founder, UserOnboard

"With Solving Product, Étienne Garbugli has written a practical and motivating primer on how to drive growth by leveraging the greatest resource at your disposal: Your customers. Étienne's framework is incredibly valuable both for new founders looking to cultivate traction—as well as mature companies who need to launch new product lines and expand their services." - Sam Shepler, Founder & CEO, Testimonial Hero

"Solving Product demonstrates how user-centered design and research are intrinsically connected to the acceleration of your business. The book provides a practical guide to leverage customer-focused strategies, frameworks and tactics that will help you fuel your growth and move to the next stage." - Nicolas Cossette, Head of Growth & Operations, Matador.ai

"No matter where you are in the product growth cycle—in the early stages of sparking and shaping a new idea, fanning the flames of growth, or seeking strategies to stem complacency and loss of market share—Solving Product will meet you where you are and lead you out of the darkness. Each section and chapter is packed with immediately actionable tips and tactics. I highly recommend keeping it within reach at all times." - Amanda Robinson, Product Manager, Salesfloor

About the Author

Étienne Garbugli works at the intersection of Tech, Product Design and Marketing.
 
He's a three-time startup founder (Highlights, Flagback and HireVoice), a five-time entrepreneur, and a UX research expert.
 
In 2014, he published the book Lean B2B: Build Products Businesses Want. The Lean B2B methodology helps thousands of entrepreneurs and innovators around the world build successful businesses.

Product details

  • Publisher ‏ : ‎ Étienne Garbugli
  • Publication date ‏ : ‎ August 8, 2020
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 522 pages
  • ISBN-10 ‏ : ‎ 1777160421
  • ISBN-13 ‏ : ‎ 978-1777160425
  • Item Weight ‏ : ‎ 1.52 pounds
  • Dimensions ‏ : ‎ 6 x 1.18 x 9 inches
  • Part of series ‏ : ‎ Lean B2B
  • Customer Reviews:
    4.5 out of 5 stars 84 ratings

About the author

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Étienne Garbugli

Étienne Garbugli

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Full content visible, double tap to read brief content.

Étienne Garbugli works at the intersection of Tech, Product, and Marketing.

He’s a three-time startup founder (Highlights, Flagback and HireVoice), a five-time entrepreneur, and a customer research expert.

In 2014, he published the book Lean B2B: Build Products Businesses Want. The Lean B2B methodology helps thousands of entrepreneurs and innovators around the world build successful businesses.

Customer reviews

4.5 out of 5 stars
84 global ratings

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5 out of 5 stars
talk with customers & unlock product growth
This book is a great resource that provides an easy to follow framework for doing a better job of what we as product leaders and exec's know we need to be doing—leveraging customer insights to improve our products and drive growth. It's easy in theory, but sometimes we need a little guidance, insight, and frankly—motivation. And this book provides all three in spades. While it's written for B2B software leaders, there is a ton of wisdom here for any B2B company, service providers included. The 20+ case studies provide real examples and I love how concrete they make things. I was fortunate enough to receive an advanced copy of this book and I highly recommend it for B2B SaaS product leaders especially, at all levels. Great insights here for early teams trying to find product market fit, mature businesses looking to start new lines of business, and everything in-between.
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Top reviews from the United States

  • Justin McCullough @mccJustin
    5.0 out of 5 stars Product leaders and technical founders must read.
    Reviewed in the United States on October 24, 2021
    Verified Purchase
    Relevant and up-to-date thinking on lean customer development. If you are an entrepreneur / founder, product leader, or product marketer in the B2B space this book is for you. The case studies are relevant and short, the insights are grounded in reliable frameworks and methodologies, and the focus is on challenges at every stage of building and growing your product.

    Personally, I believe great work comes from asking great questions. Great questions focus you on the right bodies of work to do, what to resource, and where to invest your valuable time and effort.

    This book has dozens of great questions to ask based on each phase on the journey. The focus on customer insights and customer value is what keeps it clearly grounded on moving you forward, not just theoretical product or customer research concepts.

    If you are new to product or startups this will be a resourceful guide and accelerator to your efforts. If you are a seasoned product professional, you will pick up a few gems and new ideas you can immediately apply to your current challenges. Have a read, apply it to your current situation and keep it handy for later.
    4 people found this helpful
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  • skmurphy
    5.0 out of 5 stars Solving Product is a useful encyclopedia of techniques for learning from your customers
    Reviewed in the United States on February 1, 2021
    Verified Purchase
    I think Solving Product is the best current (as of 2020) roundup of lean thinking for B2B firms. It's most useful for established firms in their growth or renewal phases but it offers a lot of value for startups as well. Garbugli has a good eye for quotes from variety of entrepreneurs and lean practitioners that crystallize a particular insight or lesson learned. He offers a mix of practical techniques for customer research complemented by a wealth of case studies. In his parting words he says "I hope you go on to create a company that relentlessly learns from its customers and makes every interaction count: (1) your customers' satisfaction increases (2) your business fends off stagnation (3) growth accelerates."

    Strongly recommended.
    4 people found this helpful
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  • sergej zacharevskij
    5.0 out of 5 stars I liken starting a business to solving a Rubik's Cube
    Reviewed in the United States on May 25, 2022
    Verified Purchase
    This was the first quote that hooked me to buy this book. And I am grateful to the author for his efforts to clearly explain what to do to increase the chances of a startup solving the Rubik's Cube. My only regret is that I didn't read this book earlier.
    One person found this helpful
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  • Adhiguna Mahendra, Ph.D
    5.0 out of 5 stars The playbook you must follow before building any product
    Reviewed in the United States on May 26, 2022
    I am a product and AI chief in a leading AI-SaaS company in Indonesia with over 20 years of experience building enterprise products.

    By the time I write this review (May 2022), the world is on the verge of the second tech bubble. Tech companies are slashing jobs. Thousands of tech workers are laid off. Tech stocks have crashed on public markets, and private company valuations have taken a hit as a result.

    This all happens because startups are no longer following the right playbooks. They are not following the fundamental premise of all business; Validate the market, understand the customer, solve customer problems, and CHARGE them accordingly, then you will get good profitability and growth will follow.

    Tech companies nowadays are raising funding by just blindly focusing on growth, and valuations and an obsessive ambition to monopolizing the market. Even if it means they have to bribe the market, offer them something they don't need in return for a discount, hypes, and FOMO.

    They forget one thing.

    What is it a customer wants and is willing to pay and really valuable to them?

    This book is not just a sequel to the previous book (lean B2B) which focuses on the B2B market and customer validation. This book is offering a comprehensive framework to shrink the gap between what customers want and the things they need. It is a product-market fit framework that takes into account competitiveness, acquisition funnels, also optimization of revenue and profitability.

    Profitability is a forgotten word in product management works of literature and this book discusses this, in this current situation, this book is like an oasis in the desert.

    This book is suitable for any product growth cycle—at the idea stage, at maturity, or somewhere in between, and whether you are in B2C or B2B, though some of the cases are heavily toward B2B.

    I give this book five stars and recommend this book to any aspiring product managers and entrepreneurs!
    2 people found this helpful
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  • Elizabeth
    5.0 out of 5 stars Incredibly valuable resource for anyone leading a product at any stage.
    Reviewed in the United States on November 6, 2020
    This book actually deserves to be called the PGBOK (Product Growth Body of Knowledge) - it's just that exhaustive and authoritative. (But luckily it's also highly readable and digestible.)

    You probably know going in that Solving Product encapsulates the latest thinking and best-practices from the world of Lean customer & product development. But you're still in for a shock when you actually start to read and use it. It's so rare to find a book brimming with so much wisdom yet still remaining readable and fun.

    Each section is packed with relatable case studies, real-world examples and powerful quotes, illustrating and animating the latest principles and techniques in a highly digestible way.

    It doesn't just give you disembodied techniques, it teaches the principles and spirit behind them so you understand at a deep level and can apply them skillfully to your own situation.

    The guidebook format (broken out by stage and challenge) allows you to instantly hone in on ultra-relevant advice tuned to your specific challenges. And you can browse future sections to get a sneak peek at the phases that come next.

    Incredibly valuable resource for anyone leading a product at any stage of development.
    3 people found this helpful
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  • Rob Fontenot
    5.0 out of 5 stars No fluff. All substance!
    Reviewed in the United States on December 20, 2022
    Etienne delivers page after page of rich, meaningful content for any founder, product manager, or company executive. Solving Product is like a field guide to understanding where your business is today and what you need to do to get to the next level.

    I usually avoid books this long because they’re filled with fluff and filler pages, but not this one. Solving Product is all substance with gem after gem on every page. I highly recommend this book to anyone in Product, Leadership, or Founding a company.
    One person found this helpful
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Top reviews from other countries

  • albert garcia pujadas
    5.0 out of 5 stars A good investment: important and practical book
    Reviewed in Spain on October 25, 2021
    Verified Purchase
    I have been dedicated to digital strategies for more than 25 years and have read quite a few books. Étienne's approach is practical and didactic. Follow a logical progression to find your product market fit. Unlike other authors, he doesn't beat around the bush or try to complicate your life. He goes step by step, to the important details, without wasting your time. A necessary book, which I will end up breaking from so much use. I recommend it to my students.
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  • Mike MacDonald
    5.0 out of 5 stars I will be giving this book to every founder I work with!
    Reviewed in Canada on November 30, 2021
    Verified Purchase
    I spend a lot of time working with Founders of early-stage tech companies. This book has been very helpful in articulating some tangible next steps for companies I am working with. It also has helped me clearly identify what the next steps for companies might be and recognize what companies might be missing at their current stage.

    This book is all about tactical building blocks for any startup. A bible for early-stage founders.
    Report
  • Ari Massoudi
    5.0 out of 5 stars From the idea to the growth stage, everything you need to know and apply to launch a great product!
    Reviewed in France on October 23, 2021
    Verified Purchase
    A meticulous overview of everything you need you know about launching a new product from the idea to the growth stage!
    Startup Founders, Designers, Marketers & Product Managers or Startup Mentors/Investors, this book is for us!
    Report
  • L. Mandin
    5.0 out of 5 stars An incredibly helpful resource
    Reviewed in Canada on November 17, 2020
    Verified Purchase
    Having worked as a product marketing strategist and consultant for over 27 years, I have read piles of books about creating tech products and businesses that address real needs. Solving Product is a substantial and comprehensive guide that assembles hundreds of thought-provoking insights in a logical progression, from ideation to troubleshooting and recalibrating. My copy is already riddled with highlighter marks.
    Whatever stage you're at, this is a superb starting point or reference book for the never-ending challenge of solving tech business problems and for achieving Product/Market fit more quickly.
    Report
  • Christian Charbonneau
    4.0 out of 5 stars A benchmark of best practices in Customer Research
    Reviewed in Canada on October 13, 2021
    Verified Purchase
    This book contains a significant source of crucial information for any entrepreneur. You'll get tips and advice that can be applied immediately or that will guide you in your search for solutions to better understand your customers.
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