The article explores how focusing on what consumers want when developing new products can impact how companies manage their supply chains. By studying a furniture company in Sweden, the researchers found that changing to a consumer-focused strategy led to challenges in balancing demand and supply chain management. This resulted in inefficient inventory management and potential loss of product value if retailers couldn't effectively communicate the value to consumers. The study emphasizes the importance of considering supply chain capabilities and collaborating with partners to maintain the innovative value of products and increase demand.