| Good morning, Marketer, micro-steps to address macro-problems. We’re turning our attention again to the supply chain, and specifically to the inventory dilemma. In simple terms, paying to store inventory that isn’t being sold is a drain on revenue, but inventory running out threatens the customer experience (but there is more to it than that). The supply chain crisis is a macro-problem, related in complex ways to other macro-problems, from climate change to war in Europe to inflation. It’s too much for any one person to handle. But consider the micro-steps you might take. Do you have visibility into product and supply chain issues at your own business? Think about that because what’s happening in that silo over there might well affect the campaigns you choose to run. And always stop to put yourself in the customer’s shoes. If you were that customer, and you weren’t going to get your order fulfilled in a timely manner, what would you want to be told? (Clue: the truth.) Kim Davis,
Editorial Director | 