What's going on here

My name is Ashley Lohman, and herein I express what I think marketing communications can and should accomplish for businesses that sell to other businesses. Those who have read the cluetrain manifesto: the end of business as usual will notice the influence. You'll hear echoes of marketing gurus Seth Godin and Guy Kawasaki. But this is my unique worldview, refined during the more than 10 years I've supported supply chain technology companies.

There's nothing sexy about supply chain technology, right. Manufacturing execution. Management of warehouses and transportation fleets and mobile assets and enterprise resources. Yawn. But wait a minute. Order something from Zappos after dinner, pay nothing for shipping, receive it the next day before lunch. You think, that's interesting, how Zappos was able to do that. It's pretty cool, you must admit, this invisible orchestration that went on behind your order. That's what these supply chain companies do, they provide orchestration. Often it's not about getting sneakers and pumps to people, but still. It's pretty cool and interesting when you think about it, and with the right marketing approach it could seem downright sexy.

For now, business-as-usual conductors who lead the technology companies that make orchestrations possible far outnumber the Gustavo Dudamels. What a shame. I'm only interested in the Gustavo Dudamels. And guess what. The people who are buying supply chain technology would much prefer to do business with the Gustavo Dudamels if given the choice. It's really for their sake that I continue to preach and practice evolved methods of bringing businesses together. Not only do I believe it can be done, I believe it must be done if the technological underpinnings of commerce are to be fully realized, anticipated and appreciated.

Here's how to reach me:

e-mail ashley (at) businessjuice (dot) com

804-240-7719

Twitter: ashleylohman

Comments

[Seth Simonds]

There might not be anything sexy about logistics, but efficiency is one of the sexiest things in existence. I'm up for some of that! =)

Consider the tiger repellent gone.