Companies create demand by creating new products or services that people want. You are correct that people have to want them (specifically, want them enough to

Companies create demand by creating new products or services that people want. You are correct that people have to want them (specifically, want them enough to spend money on them) in order for jobs to be created. But the order of operation is pretty clear from the observable evidence. For example, there weren't crowds of people lined up outside Apple Stores demanding the iPhone in May of 2004. But after Apple invested in the product development and manufacturing of the iPhone, there were crowds of people outside Apple Stores in June 2007, waiting to pay $600 per item or more. Apple created a lot of jobs to meet that demand, but Apple had also created that demand in the first place.