It means Kando doesn't open a client relationship by pitching paid media, SEO or a specific tactic. It opens by identifying the actual business question — should we enter Saudi before UAE, why is retention dropping, is our funnel measuring the wrong thing — and only then works backward to which channels and systems answer it.
This avoids the common failure mode where a company buys a tactic because it's trendy rather than because it fits the problem. It also means two clients in the same industry can end up with completely different growth engines.