There's one thing all wilderness survivors have in common: they didn’t get eaten by a bear. The only way to make sure your customers see your message is to understand their behaviors and mindset. There’s a strong parallel between surviving in the wild and starting a business, where you’ll either find customers and get them to pay you or your business will fail and your idea will die. Demand generation is creating systems that build awareness of and a market for your products with target customers, involving elements like products, customers, systems, awareness, and demand. A key aspect of demand generation is starting with a point of view, determining your positioning, understanding your customer's behaviors and mindset, generating ways to reach your audience, winning on paper by evaluating the numbers, and finding one thing that works. By focusing on just one system at first, you can prioritize and maximize its impact, protecting yourself from failure long enough to think about the next big idea.