Demand innovation explains how market structure often protects incumbents from the need to improve. Customers in every market want better, cheaper and faster services. But in many industries, the existing rules and practices effectively protect suppliers from having to respond to the full force of these competitive pressures. A wave of new technology is about to enter the economy. Major industries can show significant productivity improvements if they reorganize around these technologies. Doing so will entail a great deal of economic disruption, however.