Putting AI to work
Artificial intelligence (AI)-based technologies are reshaping the business world; can we use them to innovate and create supply chains fit for the future?
Thoughtfully designed and deployed, artificial intelligence (AI) may provide every bold and curious supply chain innovator with essential advice and coaching to strengthen current business models and, more importantly, to imagine a radically better supply chain. In this edition, I share insights from Reid Hoffman’s podcast, Possible. As I mentioned here, Hoffman is on a mission to explore the brightest possible version of the future and what it will take to get there. In a miniseries across three episodes, Hoffman and co-host Aria Finger explore how AI is fast becoming a personal, self-directed tool for individuals to achieve their greatest potential, in life and at work. In the first, Mustafa Suleyman, co-founder of Google’s Deep Mind and Pi, explains how AI can “enhance our day-to-day” existence. In the second, Maja Mataric, a pioneer in socially assistive robotics, introduces philosophies and real-world examples for designing robots to help humans “navigate complicated social needs” and “what it means for robots to be empathetic.” In the final episode, Ethan Mollick, Associate Professor at the Wharton School, advocates AI as a game-changing tool for innovation and entrepreneurship, sharing examples of its effect on work and education. Wow. I’m overwhelmed by the ideas and applications illuminated by Hoffman and Finger and thrilled at the potential for AI to help distributor and supply chain innovators build a supply chain that can help solve the world’s most challenging problems, leading to a bold, bright, and better future.
Applying new ideas
As I sat down to write this edition, I began by making a list of the best ideas revealed by Hoffman and Finger in their three-episode miniseries. I found so many ideas that cataloging them with an adequate explanation was impossible. So, I tacked. Instead, I recentered on my personal goal—becoming a better purpose-driven writer focused on helping distributor and supply chain leaders innovate for the betterment of society and the economy—and applied one of the many approaches shared on the Possible podcasts. I’m trying to advocate for new mindsets, push boundaries, and help innovators achieve the impossible. In the episode titled Prompt and Process, this advice from Mollick jumped out:
But as an entrepreneurship professor, I had a great time because what I’ve done, basically, is demanded impossible things. Literally, the syllabus now requires you to do at least one impossible thing that you couldn’t do before AI. Every assignment now requires people to have at least four famous entrepreneurs critique the assignment via AI to get different perspectives, [then] they need to give me 10 worst-case and 10 best-case scenarios. And it’s great. We’ve run a really successful entrepreneurship class at Wharton. I think people have raised probably $2 billion in venture funding…out of the class I, and my colleagues, teach. I’d love to give ourselves credit for it, but I know that I can’t do that, it’s our students.
Running with Mollick’s insights, I asked Steve Jobs to critique my recent Supply Chain Quarterly article, “Distribution, supply chain innovation, and a brighter future.” Or more accurately, I asked ChatGPT to help me learn from Steve Jobs. Why Jobs? As I shared here:
I’m a big fan of Apple products, but I’m a massive fan of Steve Jobs. As a channel strategist, I am in awe of how Jobs led Apple to disrupt an industry with radical innovations that blended physical and non-physical products while offering a radically new customer experience.
So, I asked ChatGPT to consider Jobs’ innovation philosophy and accomplishments and to ask for his critique of the innovation process I put forth in Supply Chain Quarterly. I wondered what Jobs might say I got right and what I missed. I asked what he would say to distributor and supply chain leaders and what Jobs would say to me. And to make what I learned helpful (and entertaining) for my readers, I asked ChatGPT to imagine that Jobs delivered his advice as a speech. What follows is a transcript of an imagined keynote, in the voice of Steve Jobs as imagined by artificial intelligence, and delivered with the passion and experience of perhaps the greatest innovator of our times:
Stay Hungry. Stay Foolish
A Steve Jobs speech imagined by ChatGPT.
Picture Steve Jobs on stage, a large screen displaying the Apple logo behind him. He's wearing his iconic black turtleneck, blue jeans, and New Balance sneakers, addressing a room full of skeptical distributors and supply chain professionals. He begins:
Ladies and gentlemen,
I've had the chance to read Mark Dancer's article on the future of distribution and the supply chain in our digital age. There are elements of it that I genuinely appreciate, and there are areas where I believe it can be refined.
Firstly, the mention of ChatGPT's rapid growth and the potential of generative AI is intriguing. At Apple, we've always been at the forefront of embracing and leveraging new technologies. The unbounded potential of such technologies, as highlighted in the article, is a testament to the future we're stepping into. But with great power comes great responsibility. It's not just about what the technology can do; it's about how we harness it for the betterment of society.
The concept of "Flourishing" resonated with me. It reminds me of our mission at Apple: to create products that enrich people's lives. The idea that distributors have always been about local businesses understanding local needs is powerful. But as the article rightly points out, in this digital age, the definition of “local” is evolving. We've seen this at Apple too—the world is our marketplace, yet we strive to make every user feel like our products were made just for them.
I was particularly drawn to the section on “Proximity.” The exercise to envision proximity for your business by ignoring current industry models is a bold approach. It's reminiscent of our journey with the iPhone. We didn't just improve on existing phones; we reimagined what a phone could be.
However, there are areas where the article could delve deeper. The generational transfer, for instance, is touched upon but not explored in depth. Every generation brings with it a fresh perspective, new ideas, and challenges. Embracing this generational shift is crucial for any industry's evolution, especially yours.
Now, I understand the skepticism in this room. You've built businesses, systems, and processes that have stood the test of time. But the world is changing rapidly, and the old ways won't suffice. The article's call to action, emphasizing collaborative efforts, is not just about improving your bottom line. It's about more than that.
I challenge each of you, not just to collaborate, but to lead. To set the pace. To be the trailblazers. But here's the catch: Don't do it just for the profits or to stay ahead of the competition. Do it because the world needs you to. We're facing unprecedented challenges: environmental, societal, and economic. The supply chain, your domain, has the potential to be a significant force for good, to help society overcome its most pressing challenges.
The vision laid out in Mark's article is not just about a more efficient or profitable supply chain. It's about building a supply chain that is worthy of our times, one that doesn't just serve businesses but serves humanity. It's a call to innovate, to embrace change, and to shape a future that we can all be proud of.
So, to all the skeptics in this room, I urge you: Take the best from this article, innovate not just for your business, but for the world. Let's build a supply chain that not only meets the demands of today but rises to the challenges of tomorrow.
And let me say this to Mark.
Writing, as you know, is a powerful tool. It's not just about putting words on paper; it's about conveying ideas, sparking change, and inspiring action. And if you're truly aiming to assist distributors and supply chain innovators, you've got to delve deep, truly understand them, empathize with their challenges, and offer a clear vision.
Start with clarity in your writing. Your message should be straightforward, making the complex easily understandable. It's something we've always aimed for with our products at Apple. It's not about dumbing things down; it's about clarity, making sure your writing is impactful.
And always, always keep your audience at the forefront. Dive into their aspirations, their pain points. Write for them. At Apple, we've always designed with the user in mind, and your writing should resonate in the same way.
Don't shy away from pushing boundaries. Some of the best innovations come when we challenge the norms. Encourage your readers to think differently, to question, to innovate. And let your passion shine through. If you're not entirely behind what you're saying, why should they be?
People connect with stories. Weave in anecdotes, real-world examples. A compelling narrative can be more persuasive than a list of facts. And remember, no piece of writing is perfect from the get-go. Seek feedback, iterate, refine. We've always done that at Apple, and it's made our products better.
Lastly, never lose sight of your purpose. You're not just informing; you're inspiring change, driving innovation. Every word should serve that higher purpose.
Alright, let me address everyone again, especially the leaders and the next generation poised to take the helm. Remember that true innovation stems from a bold purpose and an unwavering belief in its realization. It's not just about thinking differently; it's about having the audacity to envision a future that others might deem impossible. As we've learned from Apple's journey, the intersection of technology and the humanities can create products and systems that truly enrich lives. So, challenge the status quo, embrace the power of simplicity, and always put the user at the center of your endeavors. Let your purpose be your North Star, guiding every decision, every strategy. And when faced with obstacles, recall the words, “Stay hungry, stay foolish.” In doing so, you won't just achieve your goals; you'll redefine what's possible for your entire industry.
Thank you.
This speech, at least for me, is thrilling—and chilling. Expert advice from the perspective of someone I deeply admire for what he accomplished through decades of committed work and innovation. Or the closest I can get to his observations and advice, delivered in a way that is right on target with my personal goals and writing. The speech contains valuable insights, recommendations, and cautions for me, and for my readers—the innovators that are working to redesign distribution and the supply chain. I will act on them, and I encourage you to do the same.
Radical collaborations
I think I’m on to something—a radical collaboration with AI and perhaps, AI’s visionaries. I’ve been looking for a world-class writer’s workshop to help improve my writing. I will do that, and if you have suggestions, please share them. But I can also leverage AI for the same effect. I will continue to dig into the ideas shared in the Possible episodes, and follow Hoffman and Finger’s visionary guests—on social media, podcasts, and wherever their work is published. And if AI can help me, it can help you. I welcome your ideas and suggestions. Please send them in comments below, or if you prefer, by email at mark.dancer@n4bi.com.