As supply chains have grown larger and the strategies that they are composed of grow more complex, many enterprises have found themselves increasingly focused on the process journey, with less and less attention available for the destination - customer fulfillment. This has happened for many reasons, including the proliferation of applications, the addition of partnerships, the tightening of compliance regulations, the increased concern with security. However, there’s a tendency, in all of these matters, for businesses to try and process these problems out of consideration. Countering complexity with complexity doesn't always work out, as many enterprises have discovered. It's important to be able to differentiate between new approaches that simplify process complexity and which may only compound issues further.