Why consumer-driven supply chains are the key to success
Kate Patrick | October 03, 2017
Matthew Luhn calls himself a storyteller because he’s worked on the stories of some of the most beloved Pixar classics, including the Toy Story trilogy, Monsters, Inc., Finding Nemo, Cars, Ratatouille and UP. As keynote speaker of the opening session for the CSCMP Edge 2017 conference, Luhn told supply chain companies that they need to be storytellers too. In fact, Luhn’s message aligned with a very strong undercurrent at the conference: the push for a consumer-driven supply chain. Without using the actual phrase “consumer-driven supply chain,” Luhn’s speech exhorted conference attendees to lure new customers by communicating stories to them in their marketing, advertising and company presence. He used examples of good ads created by companies that push good stories and are generally more effective with consumers.