 For a long time, supply chains have done an excellent job of managing the backside of the business. They've done everything from procurement to manufacturing to logistics and delivery. They've been minimizing your costs and doing extremely well. But it turns out that in the future, that's not enough. In the future, you've got to do a front-side flip and face the front of the business. You've got to face the customer and do what the customer needs. And if you do that well, you're going to be able to actually gain customer loyalty, gain brand awareness for your product and service, and in fact, succeed in the marketplace.