John Gunderson

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)…

Another great week here at Supply Chain Now! Did you catch all the episodes? If not, you can check them all out here: We kicked off the week with This Week in Business History, where Scott looks back at some of the biggest historical events in business history for the week ahead, including the birth of the Coca-Cola Company.   Supply Chain Now · “This Week in Business History for July 6th: The Birth of the Coca-Cola Company”     Then on Tuesday, Scott and Greg welcomed John Buglino with Optessa to the podcast to discuss simplifying and streamlining operations.   Supply Chain Now · “Simplifying & Streamlining Operations: John Buglino with Optessa”     On Wednesday we published the Supply Chain Buzz, where Greg and Scott discussed the top supply chain news of the week, and were joined by special guest Tevon Taylor, with FedEx Supply Chain.   Supply Chain Now · “Supply Chain Buzz for July 6th: Featuring Tevon Taylor with FedEx Supply Chain”   On Thursday, we continued our new series, TECHquila Sunrise with Greg White, where Greg shares the latest investments, acquisitions, innovations, and glorious implosions in Supply Chain Tech every week.   Supply Chain Now…