Artist renditions of the Rivers of Demand from the training on outside-in planning processes.

1. CONSUMER INSIGHTS /
HINDSIGHTING
LTFIN STRAT
& BRAND DIRECTION
BUILD BRAND NARRATIVE
CREATIVE DIRECTION
PRODUCT LINE ARCHITECTURE
SEASONAL CONCEPT MAP
BUILD LINE PLAN
CREATE PRODUCT
SET KPI’S
BUILD
MARKETING
PLAN
PRODUCTION
CAPACITY LOSS
COVID IMPACT ON
MARKETPLACE
SUPPLY CHAIN
WOES
GO-TO CONSUMER
MARKET
RESPONSE
LOST
DEMAND
EXECUTE
MARKETING
PLAN
SERVE & ENGAGE
CONSUMERS
PROD. EXPERIENCE
INNOVATION
BUILD DIGITAL
EXPERIENCES &
CONTENT ASSORTMENT &
FAILING
PURCHASE &
EXECUTE SUPPLY
ALLOCATE & DELIVER
PRODUCT TO
MARKETPLACE
FINALIZE CONSUMER DIRECT
DEMANDS & PARTNER
SELECTION NEEDS
SUPPLY PLANNING & SOURCING
PLAN
&
FORECAST
C
O
N
S
U
M
E
R
D
E
M
A
N
D
ESTUARY

2. ISLANDS IN THE STREAM
MARKETPLACES
V
E
N
D
O
R
M
A
N
A
G
E
D
I
N
V
E
N
T
O
R
Y
A
D
V
A
N
C
E
D
O
L
D
E
R
V
I
S
I
B
I
L
I
T
Y
RATIONALIZATION
PROMOTIONS
DETAILED SALES
ASSUMPTIONS
PRODUCT
CUSTOMIZATION
ORDER
MANAGEMENT
DISTRIBUTION
CENTER
DISTRIBUTION
FINANCE
ATTEMPTED
SEGMENTATION
DEVELOPMENT
AND FULFILLMENT
MANUFACTURING
CONTRACT
MANUFACTURING
MANUFACTURING
EXCELLENCE
PROCUREMENT
ROOT CAUSE
ANALYSIS MASTER DATA
ONLINE
CONSUMER
COOKIES
CONSUMER
RESEARCH
MARKET
INTELLIGENCE
RETAILER DATA
D
ISTRIBUTO
RS
TRADE
PLANS
SYN
D
ICATED
D
ATA

3. DAM ON SUPPLY
BIG VOLUME
CUSTOMERS
MEDIUM VOLUME
CUSTOMERS
SMALLER VOLUME
CUSTOMERS /
DISTRIBUTORS
MARKET
SHIFTS
FORECAST
INVENTORY
DAM
DAM
D
AM
D
A
M
D
A
M
LEGACY SAFETY
STOCKS
LOGISTICS
PLANNING
MARKET NOT
UNDERSTOOD
MANUFACTURING
PURCHASE
ORDER BASED ON
BILL OF MATERIAL
TO SUPPLIER
ORDER BUILD-UP
AT FACTORIES
CAN’T
SAY “NO”
SUPPLIERS
BULK
MARINE
TRUCK
AIR
RAIL
DIVISIONAL
DISRUPTORS
ORDER
CHANGES
LACK OF
TRUST IN
DATA
S
T
A
R
T
W
I
T
H
C
O
N
S
T
R
A
I
N
E
D
P
L
A
N

4. SUPPLY WHIRLPOOL
COSTCO SUMMIT
TARGET PEAK
CLUB
SHOPPING
R
E
T
A
I
L
G
R
O
C
E
R
Y
D
E
M
A
N
D
MT. WALMART
E-COMMERCE
SPOUT
AWAY FROM
HOME DEMAND
MISSED
EFFICIENCIES STREAM
PROFIT LOSSES
M
ASTER
D
ATA
DATA
WAREHOUSING
CORRECT
MIX $
SALES VS. SUPPLY
VS. MARKETING
BAD MIX
SKILLS
GAP
BEACH
HIDDEN
DATA
COVE
OUT OF STOCK
ISLAND
INTERNAL CAPACITY
CONSTRAINT
CO-MANUFACTURING
RAPIDS
PLANNING
W
ASTE
TRANSPORTATION COSTS
COMPETITION
INFLATION
STAFFING
ISSUES
CU
STO
M
ER
FIN
ES
DATA CLOUD SYNDICATED
DATA STORM
ALIGNMENT MEETING #1
ALIGNMENT
MEETING
#2
M
ISALIGNM
ENT
RESERVOIR

5. PLANNED REPAIR AND
MAINTENANCE
UNPLANNED REPAIR /
MAINTENANCE VEHICLE
OFF-ROAD
UPSELL / PROMOTION
VMI
CONSUMPTION
BASED PLANNING
BUDGET
REPLENISHMENT
STRATEGY
CONFLICTING
TARGETS
WAREHOUSE
WARRANTY
CONTRACTS
SUPPLIER
REPLENISHMENT
PRICING
STRATEGY
INVENTORY
TARGETS
STOCKING
STRATEGY
MONITZIATION
CONSTRAINTS
FINANCE
SUPPLY CHAIN
MARKETING
CO
M
M
ERCIA
L
SWISS ALPS
SERVICE CENTER
CALL INFO
TELEMATICS
WEATHER FLEET
LIFE-CYCLE
“FIND THE PART
FIRST TIME RIGHT”
REGISTERED
CARS
WARRANTY
CONTROLS
SHAPE
DEMAND

6. RAW MATERIALS
ORGANIC
GMO
CONVENTIONAL
DAIRY
FARMS
DISTRIBUTION
CENTER
DISTRIBUTION
CENTER
PLANNING
RESEARCH
AND
INNOVATION
PACKAGING
MANUFACTURING
BUSINESS UNITS
COMPLEXITY
FACTORS
MASTER DATA
PLANTS
E-COMMERCE DRC
SYSTEMS
QUALITY
FINANCE
PLANNING
TRADE
COMANUFACTURING
DISTRIBUTION NETWORK
FINANCE
JOE PLANNER
CUSTOMER SERVICE
CUSTOMER DATA
WHOLESALER
CUSTOMER
DISTRIBUTION
CHANNEL
CUSTOMERS
16 SALES HIERARCHY
CLUB
MASS
MERCHANTS
C-STORES
FOOD SERVICE
CONSUMER
RETAIL
(DRUG/
DOLLAR)
POGS
EXCEL
EVERYWHERE!
COMMODITIES
MUDSLIDE

7. IS HELP ON THE WAY?
C
O
N
S
U
M
E
R
R
E
S
E
A
R
C
H
M
A
R
K
E
T
I
N
T
E
L
L
I
G
E
N
C
E
CRM
MARKET PLACES
COMPETITORS
BEHAVIOR
CUSTOMERS
INVENTORY
RAW
MATERIALS
INTERNAL
FACTORY
STRUGGLES
SANCTIONS
SURPRISES
THE
GOVERNMENT
PROCUREMENT
INVENTORY
VENDOR MANAGEMENT
LACKS OF TRUCK
FOR SENDING
ORDERS
DRIVERS’ STRIKE
LOSING THE
MARKET
CHARGING THE
CLEARANCE
VALUES FROM
CUSTOMS
INCREASING TAX
LOCKDOWN
COVID-19
CONTROLLING
SUPPLY &
DEMAND
INCREASED
SHIPPING TIME
RISING PRICES
OF COMMODITIES
(WAR)
FAILURE IN
CHECKING THE
BEHAVIORAL
COMPETITORS
OUT OF STOCK OF
RAW MATERIALS
STOP
PRODUCTION
LINES
(LACK OF
ENERGY)
PRODUCING
POOR
QUALITY RAW
MATERIALS
EXCLUSIVE
SUPPLIES
LEAD TO
INCREASING
PRICE

8. NEW PRODUCT
INTRODUCTION
MARKETING
S
A
L
E
S
F
O
R
E
C
A
S
T
I
N
G
B
L
A
N
K
E
T
O
R
D
E
R
S
SALES TARGETS
D
ISTRIB
U
TIO
N
M
A
N
U
F
A
C
T
U
R
I
N
G
FIN
A
N
C
E
SPECIAL
PROJECTS
MANUFACTURING
TRENDS
SHORT LEAD-TIME
DROP-INS
ORIGINAL
EQUIPMENT
MANUFACTURING
OBSOLETE
ASSEMBLIES
ECOMMERCE
MAKE TO STOCK
UNPLANNED
MANUFACTURING
REQUESTS
(SPECIAL ORDERS)
OOPS HAPPENS

9. HERE COMES THE SUN
WEATHER DATA
ECONOMIC
FACTORS
LOGISTICS DATA
INVENTORY
CHANNEL
DATA
MARKET DRIVERS
SUPPLIER DATA
MARKET SENSING
BALANCED
SCORECARD
CONSTRAINT
MARKET
POTENTIAL
ORCHESTRATOR
DEMAND SHIPPING
SENSE
LEARN
ORCHESTRATE
DESIGN
PLAN
POSITIVE
OUTCOMES
MARKET
OPPORTUNITY

10. VAPOR OF LOST SALES
PHASE-IN PHASE-OUT
MARKETING AND
PRODUCT
SEASONALITY AND
PROMOTIONS (OUR
CUSTOMER OR OEM)
DEMAND
PLANNING
DEMAND
SENSING
AFFILIATE
DEMAND W/
LONGEST
SUPPLY CHAIN
SUPPLIER CONSTRAINTS
SOURCING
&
PLANNING
PARAM
ETERS
BOM
TRANSACTION
D
A
I
L
Y
E
X
E
C
U
T
I
O
N
M
A
N
U
F
A
C
T
U
R
I
N
G
L
O
G
I
S
T
I
C
S
VAPOR OF LOST
SALES DUE TO
CHANNEL IMPACT
INVENTORY AND
DEPLOYMENT
PLAN
SALES
EVAPORATION
MASTER DATA