• Shift from supply-side to demand-side: Customers don’t want a product tour — they want help achieving an urgent, important goal.
• Core structure:
  1. Start with their goal — frame the discussion around what they’re trying to accomplish.
  2. Tell a relatable story — how another (real or hypothetical) customer approached and achieved that goal.
  3. Show only what’s relevant — minimal product/process details needed to prove you can deliver that outcome.
• Why it works:
  • Builds trust by focusing on their world, not yours.
  • Generates higher good-fit conversion rates (60–80% vs. 5–10% for supply-side demos).
  • Helps you uncover what they really value before you’ve fully built it.