The concept of "less is more" does not so easily apply to logistics and supply chain management. As organisations look to increase revenues by expanding their product portfolios, they're also introducing complexity and risk into their supply chains. Sometimes the causes for complexity don't come from outside sources. Many issues within the supply chain derive simply from the way the business works. The traditional way of handling any complexity is to fall back into command-andcontrol mode rather than experimenting, observing, and probing. Examine how customer retention becomes a cause of shorter product lifecycles and the decline in customer loyalty