I recently read an article in Logistics Management Magazine about Bridging the LTL Relationship Gap. One of the interesting perspectives in this article was to put the LTL relationship under the prism of the widely taught model of human relationships proposed by Abraham Maslow in a 1934 article, A Theory of Human Motivation. His familiar model is shown here:
Physiological Needs: air, food, drink, shelter, warmth, etc.
Safety Needs: security, order, law, limits, stability, etc.
Social Needs: work group, family, relationships, etc.
Esteem Needs: confidence, achievement, respect by others, etc.
Self-Actualization Needs: realizing potential, self-fulfillment, seeking growth and peak performance.
The analogy in Logistics Management was this:
“Based on an adaptation of Maslow’s Hierarchy of Needs, we have to remember that whatever the party’s intent to create a meaningful relationship, the physiological and safety needs of the other party must first be satisfied. Conversely, if a company or individual is struggling to survive, it will be preoccupied with preservation and will not be able to consider the possibility of relationship development, no less an enhancement.
Given the financial challenges facing many companies today, it’s quite understandable that those that are fighting for their very survival will be looking for an opportunity for profitability and not a robust relationship initiative. Yet, without trust, strong communications, and patience, the longevity of maintaining a business relationship is likely to be tenuous at best.”
I thought this was great viewpoint, and it reminded me of Jim Tompkins’ model of the Six Levels of Supply Chain Excellence and how it also relates to Maslow:
Level I, Business as Usual: Working hard to instill best practices in individual departments within your link.
These are the
Physiological components of your supply chain’s motivation. Basic questions – is there a roof to keep my inventory dry, is there proper ventilation, and are there “facilities” for my people to perform the very basic of human needs – are answered.
Level II, Link Excellence: Looking within your link for opportunities to remove boundaries between departments and pursue continuous improvements.
These are the
Safety components of your supply chain, such as security, order (order management, inventory management, warehouse management), and stability (ensuring that your processes and technology are stable) and determining if they are the best they can be within the domain of a single link of the supply chain.
Level III, Visibility: Turning the lights on outside your organization to see the information that needs to be shared with other members of your supply chain, revealing what is and isn't working.
This is where we are talking about supply chain visibility, information technology and best practices. Looking at Maslow’s
Social level, you are now sharing information in real time and extending your field of views to links that are not yours, but that are attached to your own link. Think of it as extending your family and your relationships.
Level IV, Collaboration: Working with other suppliers, vendors and customers to maximize customer satisfaction and drive out costs throughout the chain.
These are the
Esteem needs of the supply chain that take the
Social needs to the next level. Not only are you sharing information, but you are acting in a truly collaborative manner. This is demonstrated by implementing processes and technology such as Customer and Supplier Relationship Management tools.
Level V, Synthesis: Synchronizing new ways of thinking and strategies to provide even greater cost reduction and enhanced customer satisfaction.
This is the
Self-Actualization needs of your supply chain, and continuous improvement is the evidence of success here. You are now looking to optimize your link as well as your trading partners’ links – sharing experiences, technology, best practices, and investing in each other.
Level VI, Velocity: Reducing the lead-time to incorporate continuous improvements throughout the supply chain.

Although Maslow does not have a level of need that is a one-for-one match with the supply chain analogy here, what we can do is increase our speed-to-market for our continuous improvement efforts.
No matter where you are, either in Maslow’s model, or the Tompkins model, you cannot go to the next level until the needs of the previous level have been satisfied.
-- David
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Tags: supply chain, technology, supply chain excellence