22. Anthony Mellor, fractional COO: How complexity kills margin and what great brands do differently

Supply chain management serves as a critical operational moat for growing product brands, yet many businesses remain trapped in reactive cycles that erode margins. By moving beyond simple price negotiations toward collaborative, long-term partnerships, brands can unlock hidden value and improve cash flow. Consolidating supplier relationships and reducing SKU complexity allows for more efficient production and better quality control. For founders, the transition from managing every detail to delegating to specialized roles like demand planners is essential for scaling. Rather than seeking discounts for their own sake, brands should request open costings to understand material and labor expenses, enabling mutual growth with manufacturers. Ultimately, a well-run supply chain, characterized by proactive planning and data-driven purchasing, transforms operations from a necessary cost into a sustainable competitive advantage that supports long-term profitability and expansion.