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00:00:00: Tabula rasa framing; intended audience question 00:05:07: Foundational lenses: time, information, computers 00:10:14: Supply chain as intent, not trucks 00:15:21: Textbook optimality fails; spreadsheets quietly win 00:20:28: What isn’t supply chain: branding, payment plumbing 00:25:35: Org charts misplace pricing and assortment 00:30:42: Variability as profit: parts shocks, fast sourcing 00:35:49: Profit beats plans; abandon guilt-driven planning 00:40:56: Mainstream is simplistic; demand is engineered 00:46:03: Self-taught planners expose discipline’s weak foundations 00:51:10: Institutional lore over formulas: fuzzy pattern recognition 00:56:17: Credentials matter only with reference materials 01:01:24: ‘Optimal’ means used; supply chain papers aren’t 01:06:31: Lokad’s failures forced a restart from scratch 01:11:36: Chemistry, not alchemy; future chapters teased Joannes Vermorel's book Introduction to Supply Chain begins by asking what most textbooks dodge: what is supply chain, and what is it for? He rejects catalogues of formulas and KPIs as trivia, arguing that supply chain is the mastery of options under uncertainty about physical flows. That pulls pricing, assortment, and merchandising into its scope, while leaving branding and legal plumbing out. Variability is treated not as a nuisance to be averaged away but as a source of profit. The real scandal, Vermorel argues, is not practice—but the theory that has misled it. ****** Check out our website: https://www.lokad.com/ Follow us on LinkedIn: / lokad ******