pMrai snea gReems oeunrtc (eSPRlMa n) ni ni ncgr e( aEsRePs )t, haen bd uSlul wp hp il pi e irmRpe al actti. oTnhseh i p ruesai ns og nt h? eT ho redteerc ha ns oa l op gr oi exsy pf oe rr pdeet mu aatne dd. eTmh ea ns du pl ipnleyacrhl ya i n ims aancaogme dp llei nx ,e na rolny.- lTi nheealra rs gy es tretmh et hc oa mt cpaannnyo, tt hbee gerf ef eacttei rv et hl ye non-linearity. Which brings me back to Anna. She is a disbeliever. Most of the industry is composed of doubting Thomas(s). The testing will take time. Similarly, groups still believe that the world is flat even though Pythagoras in the 6th centu - ry BC and Parmenides in the 5th century BC determined tEhaar tt ht haes eaanr tohr bw. aTsh ae rsep hwei rl le a. lEwa ac yh s s bp ea cAensnhao( ts )s. hTohwr os ut hg eh merys winoarnk,oIuhtosipdee-Iicnaanpcpornovaicnhc.e a few of them to be believ- Testing Of Outside-in Processes Up lsai nn ng icnhgafnr no me l at inmdem- pahrakseet dd da taat aa nt od frl oe wd e df ienci nr egads ee smtahned Fa tVlAe absyt 1500%%, . rSehmo uo vl de sc obmi a ps ,aanni eds dceacrree?aIs tehs i tnhke sbou. lDl wo ht hi pe yb?y It is hard to change an industry. Tt ehset i dn ag twa ietnhcAa pP sSupl ar ot evdi dienr Ts .aTb hl ee 1s er teepsrtes steonotks 3t w- 4o my eoanrtsh os f tt oo rasn. aT lhy ez emt oh de edl adt ea v, et rl oa ipnmt he ne tt ewaams sq, ua inc dk taef ts et rma al irgknei tn fga ct h- e demand flow output using a graph-based model with five to six market factors as input.
Table 4.2. Results of Two Years of Testing Outside-in-demand Demand Management Approaches
185 False Belief in Current Systems. Most companies br eenl ite dv ee pt hl oeyymaer ne tism, bpur ot vt hi negy da er emna ontd. Isni gtnhael st ews ti itnhgc, u r - tdhergerea dc oe md tphaen di eesmdaenpdl osyi eg dn at hl we wi t hr oanngemg aotdi veel , FwVhAi .c h (t h8 r0o- u9 g0 h%t roaf dciot imo np aa lnti he isnakrien gd.e) gUr saidnign gF Vt hAeafnodr eccaal sc tu - lsat tainndg ht hoewbtuol ldwr hi vi ep iemf f pe cr ot vheeml pes ncto. mI epnacnoi ue rs augnedael rl - tl iombi at cykocuars tt ht iontkeisntgatnodoinml yp rt ho ev eo tpht ei mi r i mz eor ds .eIlns .s Dt eoand’,t rethink the models and the approach. Test, refine, Lessons Learned My learnings are many. Here are seven to ponder: Groupthink. Changing an industry is tough. I question why the industry chases shiny objects like control towers, g2 e. 0n teercaht invoe l Ao gI ,i ea sn do fDt hDeMgRr Pa pbhu, tNi so Sr Qe lLu, cot annt ot ltoog ui csael tdheee Wp E B learning, machine learning, or unstructured text mining to map market and channel signals to redefine demand. Cr eol ma t pi oannai el sd aa traebsaos es tmu cokd ienl st ht oe iyr i et hl di nak ti ni mg eo-fpShKaUs eldo gf oi cr eo-n cast to be consumed that the concept of demand flow bAansnead. To hn emuunlftoi pr tl eu nf aact teoar ns si swhear rids gt or ocuopntcheiinv ke .. J u s t a s k
184
Made with FlippingBook Ebook Creator