Delve deeper into the chain
Last month I attended a conference, which was supposedly about the latest trends in supply chain management. The tone was set by the chair whose opening remarks made it pretty obvious that he knew nothing about the subject. One pointless comment followed another. Considering how vital supply chain improvements have become for many companies, this was not a great start.
As the various speakers unravelled their PowerPoint slides, I realised that the audience probably knew more about the subject. With the exception of a couple of excellent speakers, most used the words 'supply chain', yet focused only on logistics. During the breaks, I found I was not alone in my frustration.
Why do most people attend these events? They are looking for benchmarks: stories and facts against which they can measure their firm's performance. They are also looking for ideas and answers to problems. The awareness of supply chain improvement opportunities is growing, with chief executive officers discussing it with their shareholders and the media. So firms are ready to delve deeper into the subject. They understand the question but now they want to discuss the answers.
Event organisers should take note when they choose their speakers. Offering platitudes does not do it. Presenting the symptoms of supply chain issues is no longer enough. The audience is eager to dissect the root causes.
One of the speakers kept talking about optimising use of his lorries and 'sweating the assets'. When I challenged him on his logic in contrast with keeping a supply chain lean and responsive, the answer remained as superficial as the rest of the event: "I think two deliveries per week is enough," followed by an indication by the chair that it was time to move on. Just when it got interesting!
Most firms want to tackle their supply chain issues. Many are trying, but few are going far enough to make a real difference. Some events are not helping ...
Hugh Williams is founder of supply chain planning specialist consultancy Hughenden.
