Let’s eliminate jargon and stiff, formal communications. If we stand any chance of advancing our supply chains we have to come across in a new way. We need supply chain leaders to be real and up-front. Stop beating around the bushes, looking to same-old topics: forecast, capacity, software…snorrrr! Let’s consider what these supply chains really do. They bring value. They bring life-saving. They bring food, clothes, cars, and yes, our precious gadgets. Can’t we market these activities for what they are, instead of some form of science that needs mastered?