Fueling epic change, together

As a community, we can build the future of the supply chain—but only by having strong conversations, radical collaboration, and a commitment to each other.

Image created by Open AI's DALL·E.

I often write that we live in epic times, creating the opportunity for epic change in distribution and the supply chain. But in this edition, I hope to explain why I write, ask for your support, and invite you to join me in a radical collaboration of writers, innovators, and leaders. Together, we can build a supply chain worthy of our times—resilient to future shocks, responsive to needs and aspirations, and regenerative for workers, organizations, communities, society, and the economy. Let's get to it.

Building the future through storytelling

I write because the future is uncertain, but not unknowable—and definitely not predetermined. We can make the future. By writing, I explore possibilities, make arguments, offer ideas, and look for logic, inspiration, facts, and empathy. Writing forces disciplined thinking, and putting it out there for the world to consider invites bold debate, nuanced redirection, sometimes shock and awe, and frequently, denial and rejection. Writing is a step forward, backward, to the left, and to the right. But writing is always progress—and for me, every edition is a reflection on the future of distribution and the supply chain, not as a tool for moving boxes from here to there, but as an enabler of doing work better, sparking creativity, producing social goods and economic wealth, and ultimately, living the lives we want to live.

Writing is human, and therefore, writing is essential for human-centered innovation. Writing engages our brains and allows us to step out of the limitations of time and space, look for clarity, and ask for commitment. Reading allows every one of us to pursue our inner explorers, setting out on journeys that satisfy and develop our human abilities for curiosity, wonder, adaptation, survival, and of course, invention.

My writing has evolved. Initially, I looked for ideas about the future of everything—intentionally, in forums outside of distribution. I explored new insights and suggested how they might apply. Then, as I worked with industry associations and innovation communities, I reported on barriers and overcoming them. Distribution lacks an innovation process designed to achieve outcomes beyond incremental gains, but elements of an approach that will bring about system-changing outcomes  are emerging. Future editions will continue to report on ideas and progress, but more and more, I write about “people with ideas working to make them happen” across the entire supply chain ecosystem.

I've learned that ideas cannot be sorted, ranked, and prioritized as indisputable foresight. Ideas require people to implement them—people with a passion for doing things differently and a commitment to persevere through ups and downs, slow changes and fast, holding to their purpose and striving for results. By telling their stories, I hope to demonstrate that change is possible, push for momentum, and, importantly, build community.

Creating community via radical collaboration

Writing is my project for the future, both public and personal. I hope to put my knowledge, experience, and passion in the service of others, encouraging action and connecting people with resources. As I do so, I will build connections with leaders and members of the rising generations, tapping into their foresight and energy and continually refreshing my purpose and plans. My writing helps me, and when I am on target with my readers’ ambitions and endeavors, I help them.

But creating a supply chain worthy of our times requires something more. A new Steve Jobs may emerge, a radical inventor blending physical and non-physical solutions to offer unimagined supply chain solutions and customer experiences. Possible indeed, but not likely.

It’s more likely that change will come to the supply chain through evolution—as nimble players adapt, sometimes succeed, find a way to thrive, then show the way for others. Viewed in this light, supply chain evolution flows from a cascade of “good enough” solutions. In B2B markets, evolution usually yields new approaches marginally better than the status quo. Caution dictates that companies mitigate risk by implementing changes that do not go too fast or too far, thus limiting competitors’ ability to sell against change by positioning their own offerings as “safe and secure” in times of change. Ugh. Evolution is likely, but not satisfying.

When faced with a seemingly impossible challenge, we humans come together to do what cannot be done alone. Since the dawn of time, we’ve built communities to find our way, pool resources, and create mutually beneficial outcomes for the common good. In our genes, we are radical collaborators—radical in the sense that we are wired to work across boundaries, overcome conflicting interests, and design synergistic solutions for complex problems. At our best, we operate on trust and respect, co-creating our future and building economies that deliver wealth and societies we want to live in. Radical collaboration is our nature, but not without catalysts.

In complex ecosystems like the supply chain, catalysts are actors that facilitate consequential interactions of ideas and resources. Catalysts point to a direction, overcome resistance, and quicken the pace of change. Catalysts are facilitators and, sometimes, instigators. Through their presence, catalysts play a vital role in altering the dynamics of change, pushing and prodding, sometimes by design and sometimes by luck. Or at least I hope so. Because through my writing, I hope to act as a catalyst.

Leaning in

I cannot act as a catalyst alone. Substack is my platform for publishing my newsletter; by better leveraging its capabilities, I hope to build a community of like-minded readers and writers interested in B2B innovation, distribution, and the future of the supply chain.

For my part, I am working to improve my newsletter and its content. As introduced near the end of this edition, I will add media—such as videos and read-aloud features for those that would rather listen than read—as well as provide quick reports and insights through Substack’s short-form blogging feature and discussion threads, and more. But that’s not enough. If I want to make an impact, I need to inspire. After looking for advice, I’ve found that there is a movement to address today’s epic challenges by integrating the three transcendentals: the truth, the good, and the beautiful. Or, said differently, by integrating science, technology, and art. This is my opportunity to grow and develop as a writer.

I look forward to your feedback and suggestions. It’s a journey.

I need your support to build a community, and I offer four suggestions:

• Share my newsletter with others and encourage them to subscribe. Substack offers tools for this, and you may see them in my writing soon.

• Share the writers you follow. If you follow another writer on Substack, or anywhere, please let me know. I want to read what my readers read.

• Join me on the Substack app. I started writing before Substack launched its app, when receiving my newsletter by email was the only option. The Substack app is the best way to receive and interact with the added media I mentioned above, so please consider downloading the app here. If you follow other writers, you can build your portfolio on the app in one convenient place. If you need help, let me know.

• Write your own newsletter. Substack offers a wide range of writers creating fantastic content on the arts, science, technology, finance, cartoons, music, investing, business, and more. But not many writings explore distribution and the supply chain's future. If that’s your passion—and you are a leader, innovator, or just curious—I encourage you to launch a newsletter to share your work, chronicle your progress, look for solutions, or attract investors. If this idea is intriguing but seems beyond reach, please reach out. I’ll help you get started and grow your base. Writing together, we can build a community on Substack, advocate for change, and act as a catalyst.

As always, I welcome your comments, feedback, and questions. Please leave your comments below, or send me a note at mark.dancer@n4bi.com.