Have You Thought about Increasing Demand?

March 8th, 2019

If you are reading our newsletter, I have no doubt you are interested in increasing demand. Whether an owner, executive or key player, increasing demand for your products and services has to be top of mind. Let’s put it this way. No matter the position of my client (typically a CEO, Owner, CFO, General Manager or Board member), he/she is interested in increasing demand.  Consequently, the projects we work on are typically related to increasing demand, either directly or indirectly.

I was on a panel about increasing demand at the Anti-seminar Executive Luncheon. We had interesting discussions about demand from several diverse points-of-view. Thanks to Chase Photography, you can see them as a livestream on Facebook – video 1 and video 2 (about 60 minutes total). In thinking about how to increase demand, a few highlights include:

  1. Observe how your customer uses products and services –An often-overlooked gem is to follow Apple’s lead and observe how your customers are using your products and services and look for ways to enhance their experience. Have you taken a step back lately to look for areas where you can further help your customer?  Do you make working with your company onerous? That’s an obvious one yet commonplace. Imagine if you looked further!
  1. Do you provide a superior customer experience? If you ‘shopped’ your business, would you want to buy from it? Do your customers receive their products and services as ordered and in good quality/ condition? On-time? Quicker than the competition? Do you allow for easy returns? Hopefully you answered yes to each of these. We’ve found that this solely achieves a base level of customer service. Thus, the question becomes, “What are you doing to go over and beyond to make your customer compelled to return to you?”.
  1. Are you referable? First, people buy from people; not companies. Are you people referable? The #1 strategy to increase demand is referrals. No matter whether we are talking about a manufacturer, distributor, transportation partner or service organization, referrals can generate more business than any other method. Just as much as we enjoy buying the latest technology based on the referrals from our friends, the people working at companies also refer. When is the last time you attended an industry event or conferred with local CEOs? You better believe business gets done based on word of mouth.
  1. What can you take over for your customer? We have found that whether the industry is aerospace and defense, food and beverage, building products or healthcare products, there are opportunities to take over tasks for your customer. One common and prevalent one is to figure out what your customer needs at each of their branches/facilities and keep them replenished so that they have the ‘right’ inventory at the ‘right’ place at the ‘right’ time. We see this as gaining relevance.  Distributed inventory is becoming an essential element of the end-to-end supply chain plan as customers expect Amazon-like service and will find someone else if you cannot meet their needs.

When at PaperPak, we won supplier of the year for two years in a row with our #1 healthcare products customer because we implemented vendor managed inventory and were able to maximize their service levels while minimizing their inventory levels (cash tied up throughout their system). It didn’t hurt that we also grew the business by partnering further with them while reducing our costs and inventory levels as well. Have you thought about taking a request from a customer and turning it into increased demand for you?

Our most successful clients are thinking about these types of strategies to increase and manage demand. Why not spend a few minutes to listen to the expert panel and walk away with a few insights? If you’d like an expert to assess your situation to partner with you to achieve these types of results, contact us.

Did you like this article?  Continue reading on this topic:

The Strongest Link in Your Supply Chain

UGG Founder, the Amazon Effect in Healthcare & Why Demand is Key 



The Value of Collaborating with Strange Bedfellows

February 19th, 2019

The topic of collaborating with strange bedfellows has recently come up repeatedly. There can be significant value and strategic advantage created in collaborating with unlikely partners if there are clear objectives, trust and an open mind. Just think about Amazon’s collaboration with the U.S. Postal service. Amazon is clearly famous for rapid, same-day, even Sunday deliveries whereas the U.S. postal service is definitely not known for agility and speed yet they understand and are proficient with the ‘last mile’.

Kash Gokli & I host the Harvey Mudd executive roundtables, and the topic of collaborating with competitors as well as unlikely partners arose in our recent roundtable. In the ‘right’ situation at the ‘right’ time, it can maximize service and value. Also, I am a Board member of the Inland Empire Economic Partnership and member of the Southern CA Logistics council, and this topic of collaboration has come up on multiple occasions. We recently led a collaboration session with 10 academic institutions. Of course, they all compete from several respects yet there are opportunities for 1+1+1 = 25. And this is just the beginning. When it is put together with collaborations with industry and government, perhaps 25 can turn into 100 or 1000. Last but not least, I met with UCR students last night to encourage their involvement in manufacturing and supply chain and invite their participation in APICS-IE. We had this exact conversation about collaborating with their competitors (Cal Poly Pomona, CSUSB etc.).

Are you exploring collaborations with strange bedfellows?

One tip to implement this week:
Perhaps it is as simple as opening your mind to new possibilities. Think about the person or entity you would most want to avoid joining your collaboration. What if you gave it a chance? For example, I remember a distinct time a few years ago when I was involved with a group. Someone in the group brought up a new member who would be the last person I’d want to join our group. I felt like I was collaborating with a diverse set of people, and we were making great progress. I just didn’t like this person. Although I didn’t say it, I cursed my bad luck on the way home because I just wasn’t excited about collaborating.

Fast-forward several months and it turned out that the new participant added unique value that probably would not have occurred otherwise. Although I still wouldn’t want to have dinner with this person outside of our work together, I’m glad I gave it a chance or I would have missed out on fantastic benefits and a learning opportunity. We have all been there, and sometimes we are right to be hesitant. Can you achieve a shared goal? Is trust possible as it relates to the objective? Assuming so, I vote for exploring the opportunity. Perhaps it is the next Amazon/ U.S. Postal Service collaboration.

Collaboration goes hand-in-hand with resilience. In today’s marketplace, there is no doubt the resilient will thrive. If your key supplier or customer is devastated by a natural disaster, power outage or unexpected shutdown or other disruptor, have you thought about collaborating with strange bedfellows to serve your customers? You cannot wait until the issue occurs! Creating a resilient end-to-end supply chain is of paramount importance.

For more information, check out our new resilient supply chain series and contact us if you’d like to have an assessment of your organization.



The Global Logistics Landscape

February 15th, 2019

In the past two weeks, I attended the CSCMP State of Logistics event, am preparing for the Future of Supply Chain & Logistics reception event as part of the leadership team and have debriefed with LMA Associate, Elizabeth Warren who attended the State of the L.A. Port and the State of Long Beach Port events. To summarize, I’ll borrow from the Port of L.A.: “Busier, safer, greener”.

Still number 1 and 2 in the U.S., the ports of Los Angeles and Long Beach increased volume last year to 9.5 million TEUs (twenty-foot equivalent units) and 8.1 million TEUs respectively.  With the threat of tariffs, there was a surge of imports around the holidays, creating record-breaking days in both locations and the second busiest month in history at Long Beach.

Significant progress has been made in terms of air emissions. From 2005 to 2017, diesel particulate matter has decreased by 88%; nitrogen oxide has decreased by 56%; sulfur oxide decreased by 97%; and greenhouse gas by 18%. In terms of targets, there is a goal to reduce greenhouse gasses by 40% in 2030 and 80% in 2050. Certainly, California leads the way when it comes to green and sustainability.

Logistics is around 7.7% of GDP or $965 billion. It has increased around 20% since 2006 yet decreased as a percentage of GDP by 30%. In comparison to other countries, we are far lower with Japan the closest around 11% and China the furthest around 18%. E-commerce is increasing around 15% per year, and it carries high supply chain costs around 25-30% of e-commerce sales.

All modes of transportation were up (airfreight, rail, trucking)! With that said, trucking is 76% of transportation spend and is the 100 pound gorilla. Rates have been on the rise, capacity is tight and shippers have to be more proactive. There are lots of technologies being explored but no near-term, viable solutions to resolve the issues. Again, similar to the ports, there are countless conversations about sustainability.

What Should We Consider and/or What Impacts Could Arise?

Global logistics is relevant to GDP and to every business that produces, distributes and sells products. Whether an aerospace manufacturer with multiple outside service steps all requiring transportation or Walmart, requiring a supply chain sourced both locally and from afar as well as grocery delivery on the customer side, without logistics, business will cease.

In today’s Amazon-impacted marketplace where quick turnaround, short lead times and frequent order changes are the norm, re-thinking your manufacturing and extended supply chain footprint is becoming a necessity. Whether re-evaluating make vs. buy decisions, re-configuring sales channel structures or revising inventory fulfillment practices, logistics is one component that can no longer be an afterthought.  

In our view, those clients with a resilient supply chain will thrive in this new normal business environment.

To learn more about how to create a resilient supply chain to navigate disruption and achieve peak performance, check out our new series or contact us for customized expertise.



UGG Founder, the Amazon Effect in Healthcare & Why Demand is Key

February 8th, 2019

In listening to the UGG founder, Brian Smith talk through his trials and tribulations in developing the amazing UGG brand, a few themes emerged.

  1. Resilience in finding pivot points when obstacles emerged played a vital role in creating the UGG brand.  
  2. The benefit is what matters; not the product.
  3. Creating demand goes back to being a leader in the category when the market shifts.

What a great story!

Next, related to the demand theme, I spoke to the Professional Women in Healthcare (PWH) Orange County group about the Amazon Effect. As a former Executive of a healthcare manufacturer, it was fun to have an interactive discussion with these leaders. Interestingly, healthcare manufacturers and distributors are experiencing the same issues as aerospace, building products and food & beverage. How to keep up with demand (or preferably get ahead of it) while increasing profit and accelerating cash flow (not having a bunch of inventory tied up for no benefit) is the topic on everyone’s mind. Aligning demand and supply and related parties is the trick!

Demand emerges as a common theme. Therefore, I’d like to invite you to an executive lunch centered on the topic, “Increase Demand“. I am speaking on a panel of experts on driving demand in your business. Use early bird promo V25 for a 25% discount. Hope you’ll join us there.

What Should We Consider and/or What Impacts Could Arise?
Every client has a focus on demand. Typically, they are thinking about how to grow the business in a scalable, profitable way, which leads to a mountain of questions about forecasting and how to get in front of demand.

Interestingly, it ALL goes back to one place, the customer. Do you have a passion for your customers and creating a superior customer experience? If so, demand will grow. If not, it won’t. In watching countless organizations over the last 14 years in consulting, I’ve yet to see one that succeeded long-term without this essential ingredient. Have you?

If you have a passion for the customer as the CEO or General Manager, that is a great place to start. However, it is not enough. Your sales team is relevant but the most successful clients view the entire organization as the sales team with a passion for the customer. Ask a trusted colleague to visit your facility. They will be able to ‘feel’ whether there is a passion for the customer or not. Ask them.

If the most successful executives have a focus on demand, it is worth noting. Are you providing lip service to the customer or are you creating this view within your organization? There is also a tremendous amount of focus going into understanding demand with forecasting tools, analytics, artificial intelligence, and more. Do you have a clear path forward as it relates to demand? Of course, this topic also relates strongly to creating a resilient supply chain. Only the most successful companies predict and proactively engage customers to get ahead of demand.

To learn more about these strategies, check out our new series:



Manufacturing Adds the Most Jobs in the New Year

February 1st, 2019

According to Industry Week, manufacturing employment increased almost 300,000 over the last year!  This is after increasing around 200,000 the year prior – more than a 40% increase. This is much more significant than the numbers alone convey because, according to the National Association of Manufacturers, for every $1 spent in manufacturing, $1.89 is added to the economy.  Manufacturing is hot and relevant.

Not only is manufacturing relevant to the economy, it is relevant to the customer experience.  Have you thought about how much more flexible you can be with your customers’ desires if you can manufacture on the fly? There won’t be a better time to ride this wave to success. Are you debating or jumping on?

What Should We Consider and/or What Impacts Could Arise?
Whether you are in manufacturing or related to manufacturing or impacted by manufacturing, you should pay attention. As manufacturing surges and takes on a new relevance in the economy and to your ability to provide a superior customer experience, you might have opportunities to grow and scale your business to new heights. Have you thought about how you’ll take advantage of these opportunities?  Will you be a follower or an innovator?

At a minimum, being informed about manufacturing and supply chain industries, latest trends and opportunities seems like a good idea.  Join an organization such as the Association for Supply Chain Management (ASCM/APICS) and participate with classes, tours and webinars, read articles on the topic (there are hundreds, if not thousands, in the archives), listen to experts, pick up the Wall Street Journal or attend an industry event. Why not kick off the New Year informed?  Being informed is part of what’s needed in creating a resilient supply chain. For additional strategies to create a resilient supply chain, check out our new series: