I have been working in supply chain since the early 90’s and seen it develop from basic logistics to encompassing the end to end activity of a business or a chain of businesses. The problem I have is that there is no clear definition of what supply chain means and there is a lot of confusion about how best to manage a supply chain and the impacts. I mainly work in planning, forecasting and demand and supply management and I find that this is an undervalued area which has the potential to significantly improve business performance and profitability but not many people understand it very well. I spend a lot of time trying to articulate why data is important and how it can deliver benefit if used properly.