Is There a New Concept in Demand Generation?

The discovery process through dark social is always very erratic. It's not linear indeed, meaning that there is no way you can try to find like the average discovery journey for the buyer. So damning demand is when you are either creating or participating in a category of stuff which is different or adjacent to things that people are already searching for. And then disrupting that buying process when they're looking for something and redirecting them to what you do.