शैडोइंग अभ्यास: The Power of Logistics | Terry Esper | TEDxOhioStateUniversitySalon - YouTube के साथ अंग्रेजी बोलना सीखें

Good evening.

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गति:

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Good evening.

Thank you.

So by a show of hands,

how many of you are online shoppers?

Almost everyone.

In fact, I guess the better question would be how many of you are not online shoppers,

especially in 2019.

Well, I've got a scenario for you.

So you've purchased something online and you were promised two-day delivery

and sure enough within two days or less your package arrives at your home,

it is exactly what you purchase and it is exactly in the condition that you expected it to be in.

How does that make you feel?

It's a pretty satisfactory experience, right?

Well that feeling of satisfaction that many of us experience several times a week,

sometimes four to five times a week.

That feeling of satisfaction, that's what I study as a professor here at Ohio State in the Fisher College of Business.

Essentially, my research can be represented by this photo.

I study home delivery logistics,

and in particular, I focus on people like her,

this consumer that is clearly satisfied with this delivery service.

My research focuses on how we can better satisfy customers through home delivery services.

In fact, I do a ton of research

that focuses on her expectations to get an understanding of what she expects in terms of delivery services

and how companies can best design their logistics infrastructures in order to meet those expectations.

I've been interested in this topic for a very long time.

I started my career working for a big retail organization

when we started our first online retail store

and in fact my first opportunity with the company was to develop its first home delivery logistics infrastructure

so I've been involved with this for a very long time

but I've got a secret to tell you about this work

that I do I think it's interesting and I enjoy it

but my secret to be honest with you I've struggled with

connecting with the work in a really deep level here's an example I've got a friend

that does research on diversity and inclusion within corporate organizations.

And as an African-American woman who worked in a corporate environment before she became an academic,

her research is an extension of who she is as an individual.

I've got a friend that does research on entrepreneurship,

and she grew up in an entrepreneurial family that had a family-owned business,

and she worked in that business as a child.

So her research on entrepreneurship is an extension of who she is as an individual.

I've got a friend that does research on consumers that have undergone significant body transformations.

And she herself has traveled an interesting journey and has lost a considerable amount of weight along that journey.

And so her research is an extension of who she is as an individual.

And for me, I do research on logistics.

It's interesting.

But to be honest with you,

I really struggled with the connection to the work as it

relates to it being a part of who I am as an individual.

Well you know, that all started to change for me and it started to change around mid-October of last year.

I was reading a series of articles about one of this country's great business organizations, Sears.

It was mid-October 2018 and Sears had recently declared bankruptcy.

And so because of that there were a series of articles about Sears that were dominating the business press.

And so I was thumbing through those articles and I got intrigued

and essentially snatched by a few headlines that really captured my attention.

Like this one from the Washington Post that talked about Sears

and their radical past as it relates to servicing customers during the era of Jim Crow,

which was the time in this country that was plagued by racism and discrimination.

Or there was this headline from the New York Times

that talked about Sears putting black customers first and making them a priority.

As an African American that captured my attention

and I read more about what it was about Sears that made them so groundbreaking at that time.

And I learned some really interesting things.

It was Sears and their home delivery services

that provided African Americans in this country with a way to

shop where they did not have to be subjected to racism and discrimination.

That was a light bulb moment for me.

It was something that connected to me personally.

I went back to the times when I shopped with my grandmother in downtown retail stores,

even as a child.

We used to have to put on our Sunday best to go to these stores

because we needed to project to those retailers that we belonged there

and that we could afford the things that they sold us.

But even as a child,

I was very aware of a difference in my grandmother.

I could sense that there was no joy in her during this time.

In fact, I sensed fear.

But then I recalled when she would get packages delivered to her home from Sears,

and the excitement and the joy.

Now I used to think that she was excited because she was getting a package delivered to her home.

But after reading these articles,

I stopped, I paused, and I was thinking about whether or not,

the joy that she experienced was not because she was getting a package,

but because she was getting a package that allowed her to maintain her dignity.

Well that connected to me personally,

and at that moment I started to feel

that my connection to logistics was starting to unfold in a very interesting and insightful way for me as an individual.

So I started to explore other things that have inspired me throughout my life

that have a a heavy dose of logistics associated with them.

Like this gentleman, this is an artist's rendering of a gentleman by the name of Henry Brown.

In fact, he's more affectionately referred to as Henry Box Brown.

Now the interesting story about Henry Box Brown is that he was born a slave in the state of Virginia.

But in order to get to freedom,

he literally put himself in a wooden crate and shipped himself using logistics to freedom.

In 1849, he climbed into a box and shipped himself to Philadelphia in order to be free.

It took 27 hours and seven changes in logistics and transportation modes.

So Henry Box Brown, for those of us who speak logistic vernacular,

he was an intermodal shipment.

But it was the fact that he shipped himself from slavery to freedom using logistics.

That was a connection for me.

100

Or this photo.

101

Many folks see this, oh,

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that's Rosa Parks, mother of the Civil Rights Movement.

103

And that's true.

104

Rosa Parks was the mother of the Civil Rights Movement.

105

It was the Montgomery bus boycotts that triggered the Civil Rights Movement

106

and the era that was essentially responsible for my ability to be here today.

107

Well, a lot of people know Rosa Parks and Dr. Martin Luther King as the heroes of the Civil Rights Movement,

108

but there were a lot of unsung heroes.

109

For example, this gentleman, a gentleman by the name of Rufus Lewis.

110

Now what's significant about Mr. Lewis is that he was a logistician.

111

And it was his logistics expertise

112

that developed an entire logistics ride share infrastructure in the city of Montgomery

113

that allowed African Americans to have an alternative way of getting to and fro and getting access to products and services.

114

And it was that logistics infrastructure that allowed them to boycott the Montgomery bus system.

115

Now, a lot of times when we think about the Montgomery bus boycotts,

116

we think a week, a month.

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The Montgomery bus boycotts lasted for 381 days.

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And it was that boycott that triggered the civil rights movement.

119

But that boycott would not have been possible had it not been for the logistics expertise of someone like Mr. Rufus Lewis.

120

And well, there's this example, the Green Book.

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Many of you may have heard of the Green Book was just an Academy Award winning movie?

122

Well, you know, the Green Book was a reality.

123

The Green Book was a directory that was printed for African Americans to utilize when they traveled along U.S highways.

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It was a booklet that had a list of stores

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and gas stations and restaurants and lodging locations

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that were welcoming to African Americans because not all of them were at that time.

127

I'm a product of the Great Migration.

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I was born and raised in a state north,

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directly north of Ohio, but my family has its roots in Mississippi and Tennessee.

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So as a product of the Great Migration,

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this period of time when it was suggested that somewhere between five

132

and six million African Americans migrated from the south of this country and went to the northeast,

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the midwest, and the west,

134

it was during the Great Migration that the the green book became like a Bible.

135

But what's interesting about the green book is

136

that it was not only just a directory of companies that were welcoming to African Americans,

137

but it was a logistics planning document.

138

Because from what I've been told,

139

African Americans at

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that time would dare not get on the road without developing an entire plan as to where they could go,

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where they couldn't go, where they could stop,

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and how far they could get before they needed to lodge,

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before they needed to get gas.

144

So these were important logistics plans

145

that were developed before they would ever hit the road to go from the south to the north.

146

And these, interestingly enough, are,

147

all of these stories are a part of me.

148

These were things that have inspired me my entire life.

149

I'm a product of these stories.

150

And as I went along this journey,

151

I realized that I no longer have to envy my friend that does research on diversity and inclusion.

152

I no longer have to envy my friend that does research on entrepreneurialism because for me,

153

logistics is personal.

154

It is something that has been given to me as a gift

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when I think of the shoulders that I have been able to stand on as a professor here at Ohio State.

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So I had a light bulb moment when I realized

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that the work that I do is not something that's just interesting to me,

158

but it's something that's a part of me.

159

Because had it not been for logistics capabilities and skills,

160

I may not have had the opportunity to be here today.

161

But I also had to rethink about logistics and see it as something that's quite powerful.

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So when we talk about the fundamentals of logistics,

163

we talk about things like time and place utility,

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and that logistics is about getting products to where they need to be

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so that consumers can have access to the things they need to live.

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And that's great from a corporate perspective.

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And that's a really, really,

168

really important part of business.

169

But the reality is that logistics can be so much more.

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It might actually be something that can help someone gain their dignity.

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Logistics could actually be something that could give someone access to a better life.

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And it could even be something that could potentially spark a movement.

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So for me, I have had to travel this journey

174

and it has been a wonderful journey for me to connect to logistics.

175

And so for those of us in the room that do work that's associated with logistics and supply chain,

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and I know there are many of us here tonight,

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I would challenge all of us to really think about the work that we do.

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Make it personal.

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Find the links between who you are and what logistics offers to the world.

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But not only that, see it as powerful because the work

181

that we do has the ability to unlock so much more than just getting a package to a door.

182

So now when I do my research and focus on consumers like her,

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I'm not only thinking about the delivery process and the product that's in the box,

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but I'm thinking about what we're actually providing to customers.

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Because what we might be providing,

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it could be just a product in the box,

187

but it could also be dignity.

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It could also be a door to a new opportunity.

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And so for all of us in the room tonight that do work in logistics,

190

let's accept the challenge to not only think about product to door,

191

but think about providing the world with dignity and access to a better life.

192

Thank you.

193

Bye.

TRENDING

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