Demand rises overnight. Fulfilment capacity doesn't Most companies have a plan for selling more. Almost none of them have a plan for counting more. And that gap is exactly where things fall apart. Here's what actually happens. Demand jumps — a big retail promo, a seasonal surge, a contract you weren't quite ready for. The warehouse goes from moving 800 lines a day to 1,400. Pickers are moving faster, receiving is stacking pallets in the wrong lanes because the right ones are