With great humor and hard facts, Lou convinces audiences that those companies which continue the traditional 'we sell & you buy' relationship with their customers and suppliers will find their costs soaring and it will become increasingly difficult for them to gain an audience with future decision makers.

He makes it very clear that the replacement of confrontation with cooperation and trust will be the cost of entry in the new game and it will require that suppliers refocus their efforts from simply producing products and transferring them to the customers' warehouses, to aligning with the customer in partnerships and thinking and acting as extensions of each others businesses.

This new game, driven almost single-handedly by the information technology explosion, will be won by those companies which are willing to trust, share, partner and align electronically with their customers and suppliers.