Demand-Side Innovations are based on a belief that when consumers have Jobs-To-Be-Done and when they struggle to get a job done they hire and fire products based on performance. Jobs-To-Be-Done are formed in peoples’ minds based on:1. The situation the person is in at the point of purchase2. What progress the person is trying to achieve3. The anxiety the change creates in the mind of the consumer4. The allegiance to the old way of doing thingsBy understanding the combination of these factors, we are able to create a demand generation model, which enables us to find many different market opportunities that are not obvious. It's like having “night vision goggles” for marketing and product development opportunities.Having a clear understanding of the customers’ JTBD empowers us to size, prioritize, sequence and focus ideas, and business models extremely high degree of precision and confidence.