Create Demand for a New Category or for an Existing Category?

Op, chris, thanks for having me. This's my first time on demand jam and i've learned a lot from you. My questionis really about how to think. Is the goal to create demand for a new category, or to create demand within an existing one? And then, if so, how important is languaging when creating a new category? Yes, these are all really great questions, ind detailed and thigs thati haven't talked about much, so i appreciate it. Maybe there's a way to pilot it to an happy if you want to come on to demand jam live on tuesday, we can break us some some ideas on how to pilot it. Thanks