By Chris Gaffney, Managing Director, Georgia Tech Supply Chain and Logistics Institute | Supply Chain Advisor | Former Executive at Frito-Lay, AJC International, and Coca-Cola

The Moment That Changed How I Listen 

When I chaired the National Product Supply Group at Coca-Cola, one of our most respected board members was Jeff Edwards. Jeff had decades of experience and commanded respect without ever seeking attention. In a four-hour meeting, Jeff might speak two or three times—never more. But when he did, everyone stopped to listen.

What made Jeff so impactful wasn’t the number of words he used—it was the care behind them. He listened intently, gathered information, built context, and added value only when his perspective would move the conversation forward. His real skill was not speaking—it was listening with purpose.

That experience stayed with me, especially because earlier in my own career, I had a very different experience. While working at AJC International, I attended a leadership program at the Center for Creative Leadership. Early in the program, a cohort of about twenty of us sat in a facilitated discussion. What we didn’t know was that we were being filmed.

Later that day, each of us reviewed our videos one-on-one with an instructor. Watching myself was humbling. I saw a young professional trying too hard to prove himself—talking far too much, jumping in before others, and dominating the conversation. It was uncomfortable to watch, but invaluable. It forced me to face how insecurity can manifest as over-talking and how much more powerful restraint and self-awareness can be. I’ve been on a "less is more" journey ever since.

Why Communication Is a Supply Chain Differentiator 

We often talk about supply chain as end-to-end, but that phrase means something deeper than process visibility—it implies constant collaboration. Supply chain professionals must connect with suppliers, customers, and internal stakeholders across every function. 

That means communication is the connective tissue of our profession.

• Upstream and downstream, we are translators—interpreting complex data, system logic, and network realities for people who make decisions.
• Inside organizations, we act as bridges between technical teams and commercial leaders.
• Across tiers, we negotiate, influence, and build trust with partners who don’t see what we see every day.

Even as automation expands, supply chains remain messy, human, and physical. Systems can handle the routine, but edge cases, disruptions, and exceptions still rely on judgment—and judgment relies on communication. The ability to see, listen, and convey context in real time is what keeps operations resilient when variability strikes.

In our earlier SCL articles, we wrote that skills that survive AI are the ones that emphasize human discernment—and that critical thinking is about interpreting and questioning rather than accepting data at face value. Communication is where these two intersect. It is how human understanding flows across the supply chain network.

When Communication Breaks Down

I once worked with a technically gifted colleague—let’s call him Forrest—who had deep analytical capability but struggled to speak up in group settings. His insights were sharp, but his inability to communicate them left him isolated. Eventually, he left the organization. It was a tough reminder that technical strength without communication is unrealized potential.

In a global supply chain, it’s not enough to know the answer. You have to make others understand why it’s the answer—and what to do with it. Communication is how insight becomes action. 

The Many Dimensions of Communication

We tend to equate communication with speaking, but it’s much broader. Great communicators master four dimensions:

1. Speaking – Conveying information clearly, concisely, and confidently.
2. Writing – Capturing ideas and decisions in a way that travels across teams and time zones.
3. Listening – Absorbing context before contributing, and letting others be heard.
4. Observing – Seeing what others miss and using that insight to guide action.

The fourth one—observing—is often overlooked.

Recently, while reading with my granddaughter, she picked out a children’s book titled Bud Finds Her Gift. It’s about discovering one's special ability, and Bud's gift turned out to be observation—simply noticing things others missed. Watching her read that story reminded me how powerful observation really is.

I thought of my former colleague, Tim Harville, with whom I worked at Coregistics. Tim often walked the warehouse with new supervisors, teaching them to "see the operation"—to notice what looks good, what's out of place, and where waste or opportunity hides in plain sight. His goal wasn't to test them—it was to train their eyes. Observation, in that sense, is a key communication skill. You can't describe, explain, or improve what you haven't first seen clearly. 

Can Communication Be Taught? Absolutely.

I’ve seen it done.

At Frito-Lay, we invested in communication training for new managers—everything from eliminating filler words to using purposeful body language and structuring messages with intent. At Coca-Cola, Toastmasters chapters gave leaders a safe space to practice public speaking, storytelling, and feedback.

And beyond formal training, there's practice in the everyday moments—taking notes in meetings, volunteering to summarize a discussion, representing a project team, or offering to speak at a class or event. Every repetition builds comfort and clarity.

My own Center for Creative Leadership experience was the beginning of that practice for me. Decades later, I still catch myself needing to slow down, listen, and wait for the right moment. The lesson never stops.

Painting the Picture: When It Works and When It’s Missing

When communication works, credibility follows. Jeff Edwards didn’t have to compete for airtime; his credibility made his words count. When it's missing, even talented people like Forrest can struggle to influence or grow.

Both extremes teach the same lesson: communication isn't about more or less—it's about meaning. It's knowing when to speak, what to say, and how to connect it to the needs of others. 

Practical Ways to Build Communication Strength

• Listen to learn. Take notes, paraphrase what you've heard, and confirm understanding
• Translate technical into practical. Explain what data means for the business, not just what it shows.
• Observe before you act. Practice "seeing" your operation or process with fresh eyes.
• Simplify your writing. Clarity beats cleverness every time.
• Seek feedback. Ask trusted peers to tell you how your communication lands.
• Prepare with intent. Know your audience, outcome, and key message before you speak. 

Reflection Questions

• Where in my current role does communication make or break outcomes?
• When was the last time I adjusted how I communicate to fit my audience?
• Do I listen more than I speak—and what might I learn if I did?
• How can I model communication that builds understanding rather than winning airtime? 

Closing Thought

Technical skills and analytics may earn you a seat at the table, but communication determines whether your ideas move the organization forward.

In a world of AI, automation, and constant change, the ability to listen, observe, and translate context into action remains our most human—and most valuable—differentiator.