Policies to support innovations through early research and development can be undermined by an absence of support for their demonstration to potential investors and their subsequent deployment in potential markets. Thus technology policies need to adopt an integrated approach, stimulating both the development as well as the adoption of energy technologies. R&D initiatives without simultaneously incentivizing users to adopt the outcomes of innovation efforts (e.g. promoting energy efficient building designs without strengthened building codes, or CCS development without a price on carbon) risk not only being ineffective but also preclude the market feedbacks and learning that are critical for continued improvements in the technologies.