Enhancing human perception
Physical AI gives us the ability to connect through sensors and understand what’s happening in the physical world. It enables precise decision making, which according to Ivan, doesn’t just increase efficiency and productivity; it also gives you resilience. “It gives you an opportunity to plan better and look in the future” says Ivan. Imagine being able to see an entire factory, or an entire city, and understand all its information immediately. Without physical AI and sensor data, it’s impossible. “Humans cannot perceive all this information naturally, there’s too much information. In many cases you need help breaking down these perceptual limitations and analytical limitations,” Ivan explains.
Situational leadership in supply chains
Leadership in supply chain management requires a nuanced, situational approach. Effective situational leadership means adapting strategies to current challenges without sacrificing the ability to innovate or scale when the business environment improves. This enables leaders to navigate supply chain complexities while ensuring their organisations remain resilient, competitive, and prepared.
John explains that today’s leaders must balance safeguarding the core business and preparing for future opportunities, simultaneously. "In difficult times, you've got to tighten up your economics without cutting too deeply" he says.
Why horizontal customer alignment matters
Traditional supply chain models focus on vertical structures, but customers interact with businesses horizontally. According to John, “Customers buy a bit of our procurement, finance, sales, production and logistics. If we don't get that horizontal flow right, customer satisfaction suffers.”
Leadership skills in supply chain management must include the ability to shift focus from internal silos to external alignment. By understanding how customers engage with various aspects of the business, companies can design supply chains that are more seamless, efficient, and customer-centric.
Horizontal alignment enhances customer satisfaction, reduces inefficiencies, improves collaboration across internal departments, and positions businesses to respond effectively to changing customer demands over time.
The role of people and technology in supply chain success
Successful supply chain leadership requires more than just technical know-how; it demands a deep understanding of the people who drive the system—across the whole system. John stresses the importance of aligning human behaviour—across customers, suppliers, intermediaries, and internal teams—with advanced technologies to achieve operational excellence.
Dynamic alignment, which merges behavioural insights with technological innovation, transforms how supply chains operate. Leaders who understand the interplay between human and technological elements can create agile, responsive systems capable of adapting to shifting market demands.
For example, by using AI and machine learning, businesses can more accurately predict customer needs, optimise inventory placement, and reduce waste. However, technology alone isn’t enough; effective leadership ensures these tools are used in ways that enhance collaboration and support the organisation’s broader goals.
Rethinking tomorrow
To succeed in the future, supply chain leadership must prioritise customer-centric strategies. John believes businesses need to rethink their approach entirely: “We’ve got to understand our customers’ buying behaviours and retrofit our businesses to mirror these.”
This involves designing supply chains that are flexible, responsive, and capable of adapting to evolving customer expectations. By leveraging data, technology, and behavioural insights, companies can create systems that not only meet current demands, but also anticipate future needs.
Customer-centric strategies improve satisfaction and drive innovation. Businesses that align their supply chains with customer behaviour can uncover new opportunities for efficiency, sustainability, and growth.
As John emphasises, “today's leaders need to be visionary, take risks, experiment, and be prepared to accept responsibility for their decisions.”
Success lies in the ability to push the envelope while having a clear, comprehensive plan that guides the direction of future action—one that anticipates change and drives innovation forward.
