Breakthrough Supply Chains: How Companies and Nations Can Thrive and Prosper in an Uncertain World

CHAPTER 3

The Customer

Managing Demand

We focus on the customer.

We are customer-centric.

We are customer-driven.

Our obsession is the customer.

—Various executive and company statements over the years

How many times have we heard or read these statements from companies across industry sectors or public officials in various governmental departments? The reality is that most of the time these leaders’ actions do not align with their words. Corporations focus on shareholders and executive interests, while public officials focus on public employee unions and politics (driven by short-term thinking owing to quarterly reporting, union support, and reelection cycles). This becomes even more obvious in times of challenge—whether they be crises, industry ...