Ashes got me Thinking

April 19, 2010
5:59 am

I had never heard of it. I still struggle to say it. However, on Friday, Iceland’s Eyjafjallajökull volcano taught some valuable lessons.
The eruption of Eyjafjallajökull (pronounced ay-yah-FYAH-plah-yer-kuh-duhl, according to the Associated Press) began on Wednesday, and resulted in the cancellation of more than 63,000 flights by Sunday. One of them was mine.
The economic ripples are quickly translating into supply chain realities. They will fill the press for weeks. They will become the new stories for the supply chain risk management text books; but before this happens, I want to share. In the middle of this chaos, I had several Eureka moments. Here I tell my story, what I learned, and why I think that it is important.
-Volatility versus Surprise: While most of the supply chain risk management plans focus on the management of the supply chain through periods of volatility, there is very little writing on navigating a supply chain through a period of surprise. Supply chain risk in a period of surprise is VERY different than management of the supply chain through volatility.
This was clearly a surprise. Unlike a hurricane, there was no early warning system, no pre-planned drills, or carefully crafted procedures. The reason? Who would ever have thought that an Iceland volcano would have such a profound affect?
When a surprise happens, the need for the immediacy of data increases. In this case, I found that twitter was my NEW best friend. This was my Eureka moment.
-Immediacy of Information. As I descended into the din of chaos at JFK airport in New York, I was able to get real-time pictures, updates, and recommendations. My Tweetdeck was quickly broadcasting messages on hashtags #ashtag and #EAU. Both tags were actively tweeting information from around the world, from people that I did not know, and with incredible accuracy.
I knew that my flight to Milan would not fly two hours ahead of the notification from the Delta medallion service desk. As the Milan airspace closed, I knew that the Barcelona airport might be a possibility and I had the right flights to ask for. The information was both more accurate and immediate then what I could get on the ground from customer service agents. As the day progressed, I became a BELIEVER.

Why it Matters

As a supply chain risk manager, the first step that I would take in planning for a surprise is to be sure that EVERYONE understands the power of twitter. Establish the hash tags early, and empower employees to actively tweet information. Embrace social media into your field readiness plans.
I am now rescheduled to fly to Milan on Tuesday. I will consult twitter before I go to to the Delta website to check flight status. I will continue to monitor #ASHTAG for information throughout the day tomorrow, and if I get stuck in Europe, you will find me tweeting to look for a hotel. Wish me luck on getting to Europe.
Next week is sure to be a mess. I wish you luck sorting through the issues, finding out where your freight is, and how to expedite it. You may want to try twitter. Consult the #ashtag, it may hold some promise for you in the week of chaos as well.
What do you think? Any good stories to share on the use of social media to navigate this situation?

Can We Side-Step the AI Spin Cycle?

June 7, 2026 3:44 pm

When it comes to combining tech, 1+1+1 should equal more than 1. The impact should be exponential. Unfortunately, today, the answer is 0.

What do I mean? Let me explain.

I find that the supply chain technology market moves slowly along traditional technology lines. Conferences are usually focused on the use of technology, not on redefining work. This bothers me. I want it to bother you as well.

Here I share some insights to drive change.

Supply Chain Health Check: The Power of an Orbit Chart

May 27, 2026 9:49 pm

An orbit chart is a powerful tool for understanding the “health” of a supply chain and its potential for improvement. The supply chain is a complex, non-linear system with limited trade-offs. The relationship between trade-offs varies by industry, region, and size. The orbit chart is a diagnostic we use in the Supply Chains to Admire work. Here I explain the use case.

Industry Solutions Should Drive Value Networks: They Don’t Today

May 19, 2026 10:06 pm

Today, companies require industry-specific supply chain solutions. The performance of 82% of the industries–I term this industry potential–is going backward while companies are trying to

Are You Writing a Check You Cannot Cash?

May 14, 2026 10:16 pm

Don’t let a well-intending, but ill-informed consultant or technologist set an expectation that you cannot meet. No when wins when there is a check written that cannot be cashed. In this case, the consultant will move to the next account leaving you holding the bag. Fight back with a data-driven argument. Help the organization think about inventory more holistically.

The Sad Demise of the Food Industry

May 11, 2026 6:02 pm

For the period of 2016-2025, the industry average was 11% operating margin and 7.82 inventory turns, with a 35% decline in industry inventory performance. Few companies were aware of or adapted to the shift in industry potential.
Today, the shifts are faster as consumers trade down to cheaper brands and retail private label gains market share. Major inflationary spikes in protein, especially beef and eggs, due to supply shortages and disease-related disruptions in 2025, continue the never-ending ride in commodity volatility. Yet, companies are insular to adapt their supply chain practices. Putting AI on top of traditional supply chain processes is a recipe for disaster.

Hooey /hoo͞′ē/: Phooey /foo͞′ē/

May 10, 2026 4:10 pm

This post aims to shed light on a dark, automated world where supply chain leaders believe they have answers and are busy automating outdated processes but not driving value.

Supply Chain Shaman