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Yes, you need demand to sustain but the demand also has to be monied individuals or it also won't sustain. Sometimes, and this is where R&D and invention comes into play, there is a demand that no one even knows exists yet. So I would go with business, and the financial backers create the seed of jobs, and demand acts like water and fertile soil where the jobs grow and flourish.
Close.
No one pays or executes R and D on things, services, or ideas that aren't in demand. Inventors sit around note problems, and strive for ways to fix them. They listen to their friends and neighbors, or just forums online, about specific issues, and try to get a gauge on how large the issue is, how much demand there is for a fix.
Other areas, the demand is always there. Higher, faster, farther, bigger, smaller, so on and so forth.