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This paper shows how the quantity demanded, viewed as an independent variable, interacts with customer values, producer costs and constraints. Failure to analyze Demand as Independent Variable (pronounced “Dave”) increases the chances that new programs will not launch, or once started, will fail. All producers in all markets face demand curves that describe their customers' reaction to price changes. Aggregate market demand curves show how buyers react to price changes within broad product sets, while product demand curves show buyer responses to a specific item. Demand curves relate quantities sold relative to their prices. In several military, transit and fleet cases, minimum quantity requirements form upper price boundaries along demand curves. Allowing prices to go so high that buying authorities cannot acquire the required numbers of units likely means that there may not be sufficient resources to form systems that can accomplish the buyers' goals.