"Our doubts are traitors, and make us lose the good we oft might win, by fearing to attempt."Lonely_Commute-01.jpg

– William Shakespeare, Measure for Measure, Act 1, Scene 4 [1]


"In science, novelty emerges only with difficulty, manifested by resistance, against a background provided by expectation.


"Because it demands large-scale paradigm destruction and major shifts in the problems and techniques of normal science, the emergence of new theories is generally preceded by a period of pronounced professional insecurity."

– Thomas S. Kuhn, The Structure of Scientific Revolutions, 1962 [2]


How our mind works

What Shakespeare said of doubts, in general, and what Thomas Kuhn says of revolutions (or, even, evolutions) in science, is equally true in business.


It is scientifically accurate to say, “This is simply how our human mind works.”


In the Brain Games series, episode 3, entitled “Trust Me,” we are told:


When you see or hear something you recognize, it activates the parietal and occipital lobes in your brain and releases oxytocin, the feel-good molecule. But when confronted with something unfamiliar, the amygdala, your brain's danger detector kicks into gear.


In short, if it’s familiar, we tend to automatically trust it—whatever it is; and if it’s unfamiliar, our “fear factor” takes over without our even really (consciously) thinking about it.


So, even if…

So, even if you hear that a $7 billion company, with on-time shipments ranging in the 90 percent range and an achieved service level greater than 97 percent, discovered that using DDMRP (demand-driven materials requirements planning) allowed them to hold to these same performance levels with an average of 27 percent less inventory, your doubts and fears about the unfamiliar DDMRP might keep you from even looking into it. [3]


So, even if you hear that one of the nation's leading manufacturers of precision-welded fittings used in the oil, chemical and power production pipelines, as well as in water treatment plants, automobile production facilities, and high-rise structures, proclaim that

    • "Demand-driven has set us apart" from our competition; and
    • "Demand-driven has enabled us to compete and prosper in… a very volatile market;” and
    • Using "demand-driven logic, we can determine the right actions to maintain our current market, and position ourselves for future growth;” and
    • DDMRP is "allowing our company to grow quickly and expeditiously during good times," while "enabling us to react smoothly through good markets and bad, with a minimum of pain." It is also "allowing us to focus on the right metrics, [thus] positioning us to be a viable company for years to come." [3]

      Still, your doubts and fears about the unfamiliar DDMRP might keep you from even finding out if you might reap similar benefits in your supply chain.

So, even if another large manufacturer reported that, after implementing DDMRP…

  • Both overtime and excess (expedited) freight expenses have been dramatically reduced
  • Significant production volume increases have been experienced with "much less stress and no heroics"
  • Buying and planning have been "greatly simplified and our signals are based on real pull and priority"
  • Our "execution priorities are stable because our schedules are reliable and based on true [actual] demand-pull"
  • They now happily report that "all resources remain synchronized to the right schedule and market priorities due to the [high] visibility provided by the time… and stock buffers" [3]

    Still, your doubts and fears about the unfamiliar DDMRP could hold you back from “the good you might win” for your company and your supply chain by simply taking a chance to really investigate the options for improvement.


Don’t let doubts be your traitors!



What have you got to lose by discovering what others have discovered in the DDMRP revolution?


It is revolutionary—not evolutionary.


It will make you think differently about your supply chain and, in doing so, help you also achieve success that may be well beyond your present imagination.


Overthrow your fears! Check it out.


We can help.


Feel free to leave your comments below, or contact us directly, if you prefer.



[1] Eagle, Simon. Demand-Driven Supply Chain Management: Transformational Performance Improvement. New York: Kogan Page, 2017.

[2] Ibid.

[3] All of the above statements about actual benefits accruing to companies that have implemented DDMRP (and many more) can be found on the Demand Driven Institute Website.


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