Demand-Side Thinking

• Definition: Understanding and aligning with what customers are already trying to achieve, rather than pushing what you’ve built.
• Why it matters: Customers don’t care about your product, features, or vision — they care about accomplishing their own urgent goals.
• How to do it:
  1. Identify the trigger that makes your customer prioritize this goal over all others.
  2. Learn what options they consider and why.
  3. Position your offer as the clearest, fastest path to their desired outcome.
• Key question: “When you decide to buy, what’s going on in your world that makes this the project you prioritize now?”