Donald Frieson

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)…

Stay up to date on all the latest conversations, interviews, and episodes we released this week here at Supply Chain Now. On Monday we released a Supply Chain Now episode with special guest, VP of UPS Ocean Freight, Steve McMichael. During this episode, Steve gives some insightful information on how companies can manage more effectively so that their operations can run in a more timely manner. On This Week in Business History, Kelly Barner talks about the difficulties that came along with Laying the First Transatlantic Telegraph Cable across the Atlantic Ocean. On Monday we also re-released a classic Supply Chain Now en Español episode with Erique Alverez and special guest, Josue Vasquez. In this episode of Logistics With Purpose hosts Enriquez Alvarez and Kristi Porter have a conversation with MAP International Vice President of Global Giving, Jodi Allison. She talks about the global impact that the company has had when it comes to the necessary efforts needed for a crisis such as COVID-19. On Wednesday’s episode of Supply Chain Now, Scott Luton and Greg White welcome Walmart truck driver, April Coolidge, to the show. During this episode, she gives insight into her being a woman in a male-dominated field…