Entering the second decade of the millennium, 'low power' is one of the few over-arching drivers electronic designers must continually address. Why is the market demanding more energy efficient products? Will advances in process technology magically rescue designers? Typically, the techniques used to improve the power characteristics of a design involve additional complexity on top of an already complex design and verification process. This presentation explores the forces from technology and market perspectives that are driving designers towards better energy efficient designs. It also discusses where is the 'gain' from going through the additional 'pain' and what methods will achieve greater productivity.