Gone Fishin'

John Gentle recently wrote about the shortcomings of using the same old ways of doing business to get business, drawing parallels with fishermen using the wrong bait and no visibility into the possibilities beneath them.  His conclusion, in the world of shippers and carriers, was that customers' value propositions could land superior service carriers, rare as they might be these days.

Imagine that - buyers luring sellers.

But, just maybe, the equation is making a seismic shift.  And, just maybe, building mutually value-adding relationships within the supply chain will be seen as the hallmark of supply chain leaders.  Meanwhile, bottom fishing will continue to be less and less rewarding, perhaps even not sustainable as a survival strategy.  Waiting to see if I'm right or not may not be a prudent option when we reach the day when there are no more superior providers left for the also-rans.