What happened to Nokia?
They didn’t look outside the window and believed that whatever they do, consumers will follow. We all know how that story ended.
This is the same risk many Retail and CPG companies face today if they ignore the technology shift already underway.
I’ve been reflecting on this a lot, inspired by my colleague Joel Banck‘s recent thoughts on the topic. The truth is, the shift to modern technology in retail planning has been happening for years, and the rise of AI has only accelerated it. The window of opportunity to act is now — before operational, financial, and competitive challenges pile up.
The window of opportunity is now.
For example, many assume that GenAI is something futuristic. It’s not. Companies like RELEX Solutions are already enabling their customers to use AI assistants to plan better, sell more, and waste less. This isn’t speculation; it’s reality.
Yet, too often, I see companies repeating two critical mistakes:
- Waiting Too Long: Technology investments are made only after it’s too late. Once you’re struggling to compete, it’s much harder to recover.
- Viewing Technology as a Cost, Not an Opportunity: The right technology partner should deliver at least 10x ROI, through improved efficiency, reduced waste, and stronger customer loyalty.
If that’s not enough, it can be the difference between thriving and surviving.
My advice? Trust your strategy, your brand, and the strengths that have built your customer base. But don’t stop there. Continuously look outside the window. Seek technology that enhances your operations, aligns with your strategy, and helps you serve customers even better.
And here’s the win-win: By optimizing your value chain, you’ll not only improve business performance but also reduce unnecessary waste. It’s good for your bottom line, your customers, and the planet.
Even if you’re doing well today, don’t get complacent. Look outside. Learn from Nokia. The difference between thriving and just surviving lies in your willingness to adapt.
From AI to ROI 
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