Turning a supply chain 180 degrees to become a demand chain is an inordinately difficult organizational challenge, not because it does not make sense, but because it requires organizations and the people in them to be able to see what has always been there, but from an entirely new perspective. The power of the common view, the accepted wisdom, the status quo is never more powerful than when it is under threat.

Seeing what has always been there with new eyes is extraordinarily hard to achieve in a single business, reversing a supply chain to become a demand chain requires that it is done for a series of businesses, all pre-occupied with their own challenges.

This is why if you can do it, the pay-off from the competitive advantage that will come is immense.