In the world of B2B selling, there are three primary offers that create demand: helping people increase their earnings, save money, or save time. While status can also play a role, it's crucial to understand the intricacies of your target audience. However, there's a twist: these offers can be further divided into two types of demand - capture and generation. Capture offers, like cybersecurity services, rely on specific triggers (such as a cyber attack) to prompt potential clients to seek your expertise. On the other hand, generation offers, like teaching LinkedIn event strategies, introduce a solution that people may not have realized they needed. So, where do you fall on this spectrum?