Ashok Vantipalli

Demand can change in an instant. A flash promotion takes off faster than expected. An influencer post sends a niche SKU into the stratosphere. A heat wave flips seasonal demand on its head. And suddenly, your forecast—carefully crafted weeks ago—feels like yesterday’s weather report. This is where demand signal management earns its keep. Instead of reacting too late or overreacting too early, it helps supply chain teams interpret what’s really happening and respond with confidence. For retailers and consumer brands navigating constant demand volatility, it’s the difference between chasing noise and acting on insight.   The problem: demand forecasts lag reality Traditional forecasting has a fundamental challenge: timing. Forecasts are built on historical patterns and planning cadences that move at a measured pace, but demand levels today won’t wait for the next planning cycle. Modern demand shocks often arrive without warning: a promotional discount goes viral, a competitor runs out of stock, weather drives sudden regional swings, or a trend outpaces merchandising plans. In these moments, planners face a familiar tension. React too slowly, and shelves go empty. React too aggressively, and you’re stuck with excess inventory once the spike fades.   What demand signals are (and what they aren’t)…

At Supply Chain Now, we talk a lot about innovation, resilience, and what’s next for our industry. But behind every great conversation, great idea, and great community is something even more fundamental: curiosity. We read because we’re curious. We read to learn. We read to grow. And sometimes, we read simply because it’s fun! That’s why we created Between the Lines by Supply Chain Now, a space for our community to share what we’re reading, what’s making us think, and what we’re excited to recommend to others. This isn’t a traditional book club where everyone follows the same reading list. Instead, it’s a shared shelf, built by the Supply Chain Now team and our broader community. You’ll find business books and personal development reads alongside novels, memoirs, histories, and unexpected favorites. No required genres. No assigned chapters. Just real people sharing real recommendations. Because great books shape us in different ways. Some help us sharpen our skills. Some challenge how we see the world. Some help us slow down, escape, or recharge. And often, the most meaningful growth comes from reading something we never would have picked up on our own. With Between the Lines, our goal is to create…