Demand-Side Strategy
Business strategy grounded in understanding what progress users are trying to make.
Demand-side strategy starts with the user's job and works backward: what progress are they trying to make, what's preventing it, and what would make them switch? Supply-side strategy starts with the company's capabilities and works forward: what can we build, who might want it, and how do we convince them? Most companies default to supply-side. The ones that win start with demand-side and only then figure out supply.