In contrast to always relying on technical solutions for energy demand, Amory Lovins argues there are better alternatives. Soft energy is tantamount to energy efficiency; that is, getting the job done while using less energy. His approach is called Supply-Side Management and is the opposite of Demand-Side Management. That is instead of generating more electricity to meet rising demand, he showed that we can achieve the same personal and communal benefits by cutting our use of electricity and other energy through greater efficiency