Before I try to convince anyone, I try to convince myself.

Making stuff no one wants to buy is dumb but everyone is doing it.

This hit home when Alberto at Candiani Denim Mill told me that almost a third of all clothes made are burned or buried because no one wanted them.

- My head hurt.
- My heart sank.
- And I was part of the problem, too.

This is why Hiut is shifting production to made-to-order.

- All time slots are sold out in January.
- February time slots are now available.
- And soon we will start selling March time slots.

Guessing what people want is hard.

- If we want less waste, we will have to stop guessing.
- Supply and demand must talk to each other.
- Hope is not a precise sales forecast tool.

The smart and brighter future will be about how you will get your customers to tell you what they want BEFORE you make it.