Master B2B Innovation

The Lean B2B Certification Program combines live learning, real case studies, and 1:1 weekly feedback to provide a rare & hands-on learning experience of The Lean B2B Methodology.

Join the Waitlist

*Applications open summer 2022

Go From Student to Master in 6 Weeks

Go Way Beyond Theory

Learn to apply, and adapt The Lean B2B Methodology to the needs of your organization. Get in-depth feedback on your progress. Level up.

Grow Your Career

Meet and exchange with experts. Unlock new knowledge. Get continuous access to on-demand lessons, and members-only trainings sessions.

Become the Expert

Gain recognition. Get certified as the Lean B2B expert. Claim your spot in our expert directory.

🔥 Introducing The Lean B2B Certification Program 🔥

The Lean B2B Certification Program is a 6-weeks live training program.

In week 1, participants will set objectives for their investment in the certification program. We’ll dive deep into the way businesses work, and how teams and stakeholders buy innovative solutions in organizations.

In week 2, we’ll dig deeper into early adopter decision-making, evaluate different ways to think about markets, and introduce templates of opportunities that will lead to successful innovations.

In week 3, we’ll try different customer research techniques, practice how to uncover the true needs of prospects, and create plans to learn from a varied group of stakeholders in a target market.

In week 4, we’ll learn how to analyze interview data, map opportunities, and evaluate and compare the potential of various types of ideas and opportunities.

In week 5, we’ll talk about the challenges innovators are facing in their organizations. We’ll introduce tools and strategies to build consensus, find alignment with company incentives, and push projects through to the finish line.

In week 6, we’ll discuss the challenges of validating innovation ideas. We’ll also try various techniques to validate opportunities with real prospects.

By the end of the 6 week program, participants will take an online test to evaluate their progress. Should they succeed, they’ll receive their Lean B2B certification, and become featured members of our expert directory.

The Lean B2B Certification Program is Designed For…

Intrapreneurs

Working on the business case of new innovation projects, responsible for testing, validation, and the promotion of new opportunities internally.

B2B Product Managers

Product leaders responsible for the development, and go-to-market strategy of new, and innovative B2B products.

Innovation Leaders

Responsible for research, innovation strategy, or the entire innovation practice in their organization from beginning to end.

Innovation Consultants

Helping mid- to large-sized organizations with their innovation strategies, or the management of their portfolios.

The Program Has Everything You Need to Master the Lean B2B Methodology…

…and learn to adapt it to your unique organization:

6 weeks of live training sessions with the author of Lean B2B: Build Products Businesses Want
30+ on-demand video lessons you can watch and re-watch any time once the program is complete
Real-world projects that will influence how innovation is done in your organization
Extensive, personalized feedback as you go
Small cohorts so we can dive deep together (12 participants, max)
All the tools and templates you’ll ever need
Lean B2B certificate upon successful completion of the program
Visibility in the Lean B2B Expert Directory
Invites to member-only training sessions once you’re certified

Invest in Your Career And Your Innovation Processes

The Lean B2B Certification Program will equip you with all the knowledge and insights you need to significantly improve your organization’s (or your clients’) innovation practice.

Your Time Investment

You’re busy. It’s hard to commit a lot of time.

To make your investment worth your while, plan to invest 8 hours/week.

📆 2 hours/week for live training sessions +
🧪 4-6 hours/week for quizzes and assignments

No fluff. No redundancies. Just the key insights you need.

$1,999

per seat

Lifetime access to all training materials and bonus content
Weekly live training sessions
Unlimited chat support for the duration of the program

Join the Waitlist →

The 30-Day Guarantee

We’re so confident that The Lean B2B Certification Program will help you drive B2B innovations to fruition that we’re offering a full 30 days to put the curriculum to the test.

If you dive into the training and realize that the program isn’t for you, simply reach out to and ask for a full refund—no questions asked, other than how we could have done better.

Who Is Teaching This Program?

Étienne Garbugli is a 3-time startup founder (Flagback, HireVoice, and Highlights), the author of The Lean B2B Series (Lean B2B, Solving Product, and Find Your Market), and a recognized customer research expert.

He has over 15 years of experience in innovation, working at startups, in large companies, agencies, consulting firms, and on his own startups. Throughout, he has learned how to efficiently test, validate, and bring new solutions to market.

Étienne Garbugli – The Lean B2B Certification Program Instructor — Étienne Garbugli, Creator of The Lean B2B Methodology

Questions Other Innovators Are Asking

I’ve read several books on B2B innovation (including Lean B2B). How is this program different?

A lot of books (not Lean B2B!) simply cover the theory of building new products in B2B. The Lean B2B Certification Program dives deeper in every topic, and pushes participants to take action.

The program was specifically designed to give participants an understanding of the key principles, and then give them the tools and guidance they need to drive innovation projects to fruition in their real-life businesses.

Books are a great additional resource to cement the learnings, but they won’t accelerate the journey quite like this intensive 6-week program can.

How does the certification program compare to The Lean B2B Masterclass?

Although the on-demand Lean B2B Masterclass also teaches The Lean B2B Methodology, the audience served is different.

The Lean B2B Certification Program is designed from the ground-up to help intrapreneurs, innovation leaders, product managers, and innovation consultants – experts working in complex organizations – use and adapt the methodology to their needs.

Not only is the content different, it also uses a different teaching paradigm (live learning, real-world assignments, cohorts, 1:1 weekly feedback) that ultimately yields different learning outcomes.

I’m part of a team. Should my colleagues attend with me?

The Certificate Program is more effective for teams who join together. It’s easier to get alignment, momentum, and get everyone on the same page that way. Ultimately, the more team members join you in the program, the greater the chances of adoption in the organization—which is why we offer a 20% discount for teams of 2 or more.

If you’re flying solo, you’ll still get enormous value from the program. You’ll learn how to get buy-in from your organization and make sure key teams are aligned (even if it means a few more conversations to get people up to speed). Course notes and templates will also be useful to help bring team members along in your innovation journey.

How much time do I need to commit to get value from the program?

Each week, you’ll take part in a live training session with your peers. You’ll then be asked to complete real-world assignments. After the assignments are completed, you’ll get personalized in-depth feedback on your work and bring your questions and learnings to group discussions.

Some weeks will be more challenging than others, but overall, you should plan for roughly 6 to 8 hours of work per week (including attending the live trainings, watching videos, giving feedback, processing feedback, and working on the assignments).

I can’t make the live sessions. Should I still join?

The Lean B2B Certification Program is an end-to-end process. Every week builds on the next. The weekly sessions are an essential part of the program. If you feel like you won’t be able to attend, please don’t apply.

Is there a refund policy?

You should only purchase and join the program if you are prepared to do the work. This means attending the weekly events, participating in the group discussions, submitting your assignments on time, and helping others do the same.

If you take the training and make reasonable efforts to get results, but don’t get results that improve your business, email us within 30 days for a full refund.

I still have questions!

No problem. Simply contact us, or schedule a call to discuss.

Can I become an affiliate for The Lean B2B Certification?

Yes. You can get in touch right here.