16.2 Introduction
Some say I have a 'sixth sense' … Baloney. I've just learned to guess what's going to happen next. It's anticipation.
—Wayne Gretzsky
Have you ever had the same dream over and over again? Worse, have you experienced a recurring nightmare? Many people, for instance, report a similar nightmare: They are being chased and no matter how fast or how far they run, they can't escape whoever or whatever is pursuing them. You may wonder, "What do these dreams mean?" Some experts say dreams have no connection to real life. Sigmund Freud, by contrast, believed that dreams are a window into our subconscious. That is, Freud felt that dreams—especially recurring dreams—reflect our deepest desires or our most worrying concerns.
A few years ago, IBM used this "window-into-our-subconscious" motif as the theme for a commercial in its "On Demand" advertising campaign. In the commercial, a middle-aged man is telling his psychiatrist of a recurring nightmare about an angry mob. Let's listen in on the conversation.
Man: In my dream, I'm running.
Therapist: From whom?
Man: I'm not sure. They're wearing masks. . . . They're, they're customers.
Therapist: Customers? What do they want?
Man: Everything, now!
Therapist: On demand?
Man: They're very demanding.
Therapist: And you can't get away?
Man: No. . . . What does it mean?
Therapist: That you're too slow, you can't respond, and you're in denial.
Man: No I'm not!
Therapist: See!
The ad ends with IBM's tagline: "It's an on demand world. Respond faster. Stay ahead."
Whether or not you are a fan of IBM, you should view IBM's warning as prescient. In today's world, customers do want everything and the only constant is change. If you don't stay ahead, you will fall behind—and falling behind isn't an acceptable option. Worse, responding faster and staying ahead isn't as easy as investing in technology or hiring a consultant. You need to pursue Learning that is pursued throughout your life to help you stay competitive and employable. to build the skills needed to remain competitive. To help you stay ahead, let's take a look at how the supply chain world is changing and the skills you will need to succeed.