The shaper’s playbook: Supply chain resilience amid volatility

WTW’s recent Global Supply Chain Risk Survey reports that fewer than 8% of leaders believe they have complete control over their supply chain risks, and nearly two thirds continue to experience higher-than-expected supply chain losses. But against this backdrop, customers expect greater performance – instant service, total transparency, and zero excuses.

In this respect, dependable delivery isn’t a nice-to-have. It’s not even a differentiator. It’s the baseline for trust and growth. And in a world where so much is outside of businesses’ control, building systems that can still deliver when nothing else is stable is the new definition of good leadership.

Shapers vs. stallers

PA Consulting’s 2025 Brand Impact Index supports this. It found that the most successful brands – those with stronger growth, loyalty, and pricing power – are actively building the muscle to deliver dependably in the face of new shocks.

The study of 7,000 consumers and 360 major brands revealed these brands are ‘shapers’. Rather than just investing in front-end experiences, they’re transforming their operational back-end systems, re-engineering networks, and re-thinking supply chain models. These brands prioritise dependable delivery as the top investment area for growth in volatile markets.

At the other end of spectrum are ‘stallers’: brands stuck in reactive cycles, making quick fixes, and clinging to old supply chain assumptions. Notably, stallers are 1.6× less likely to plan for disruption and minimise the impact on customers.

Ask the right questions

So, how do businesses know where they fall? There are a few key questions companies should ask, starting with: is your planning designed to adapt or just explain what already went wrong? Sales and operations planning (S&OP) that can’t respond in real-time is a delay, rather than a decision-making tool.

More broadly, are you solving for yesterday’s world? If your network is still built on historic cost curves and old demand centres, what risks are you carrying forward without realising it? Do your suppliers extend your resilience or expose your gaps? And finally, is your automation unlocking flexibility, or scaling the wrong process? Technology is only useful if it makes you faster, smarter, or more stable.

These questions aren’t just philosophical; they’re what separate the leaders from the laggards in today’s market. The good news is that those falling behind don’t need to blindly guess the way forward. Rather, shapers are following a proven playbook, leveraging five clear levers to hardwire resilience, agility, and reliability into their supply chains.

Network design

First, it’s important to engineer multi-location networks that balance cost, service, and risk. The focus needs to be on proximity to demand, redundancy in key nodes, and the flexibility to shift under pressure.

BMW illustrates this well. During COVID-19, BMW redesigned its production footprint to manufacture closer to customers, reducing its exposure and increasing control at a time of global disruption. Its strategy focused on lowering risk in the upstream supply chain while increasing manufacturing in the countries where it sells cars.

In 2022, Oliver Zipse, BMW’s Chairman, shared that the company was producing over 430,000 cars in the US, 60% of which stayed in the market, alongside retaining a footprint in Central Europe and building up its presence in China. He claimed that this proximity to key markets, as well as flexibly increasing or decreasing production according to customer needs, was key to the company’s production success. This approach highlights that it isn’t about a perfect footprint, but rather having one that adapts when the map changes.

Dynamic planning

The monthly S&OP cycle can’t keep up, with Gartner research indicating that it is becoming ‘obsolete.’ Instead, shapers are treating planning as a continuous discipline, integrating signals, data, and cross-functional coordination to respond in real time. This isn’t about perfect predictions. It’s about responsive, multi-layered planning that sees around corners.

For example, Unilever has advanced its planning capabilities through an ‘always-on’ AI-powered forecasting model. It integrates market intelligence, sustainability constraints, forecast and actual sales data between Unilever and the customer to improve forecasting accuracy. Notably, the initial pilot with Walmart in Mexico increased product availability at point of sale to 98%. This approach has ultimately enabled Unilever to dynamically reallocate supply, adjust demand forecasts, and make financial and environmental trade-offs with speed and precision.

Design-to-value

‘Shapers’ are also surgical with cost, investing where it creates value and cutting where it doesn’t. This may sound simple, but in practice, it means design-to-value models aligned with what customers actually care about.

Just look at Hershey, which unlocked $35 million in hidden capacity using automation. This breakthrough came from applying advanced analytics and AI to its KitKat production network, which consists of six lines. Hershey discovered that simple changes in production scheduling and product mix could dramatically increase throughput, without much investment.

This kind of design-to-value mindset requires deep operational data, cross-functional visibility, and the discipline to say no to unnecessary complexity.

Supplier collaboration

Beyond this, traditional procurement models are increasingly shown to break under stress. Shapers build supplier ecosystems that share risk, diversify sourcing, and enable upstream visibility.

Procter & Gamble is a good example, as it has focused on supply chain transparency and agility by creating a digital control tower across its vast network of suppliers and partners. This connected infrastructure enables real-time monitoring, rapid risk response, and collaborative problem-solving when disruptions hit. It’s not just about oversight – it’s about coordinated resilience being built into the ecosystem. This stands the business in good stead to assess and respond to new shocks, such as the impact of the US tariffs.

Digital technology and automation

Finally, digitisation must do more than display data. It needs to enable control, speed, and adaptation.

Zillow is a case in point, having built an ecosystem that weaves AI and automation into every step of a consumer’s housing journey. It brings together a huge range of products and services under one umbrella through its ‘super app’, which enables renters, buyers, sellers, and real estate professionals to search, tour, finance, negotiate, and close on their housing journeys.

While not a traditional supply chain, it shows how tech-enabled orchestration can help bring consistency, speed, and reliability out of complexity. For operations leaders, the lesson is that automation matters when it makes the system stronger – not just faster.

Adapt to disruption

Disruption isn’t slowing down. But too many supply chains are still built for a world that no longer exists – optimised for predictability, driven by cost, and dependent on fragile assumptions. For supply chain leaders, the takeaway is simple: in a high-risk environment, the most strategic move isn’t to stabilise, it’s to reshape guided by a clear playbook.

Dependable delivery isn’t just about the physical movement of goods, but rather building in network flexibility, digital visibility, supplier transparency, dynamic planning, and resilience at every layer of the operation. More than ever, delivering reliably – under pressure, across borders – is what keeps businesses trusted and in motion.

This was first published in Supply Chain Strategy.