Tracy L. Cheetham (CPIM, CSCP, SCOR-P, PLS, CDDP) APICS Recognised Instructor, Master Instructor for The Fresh Connection and founder of ParadoxSolve LLC. Her specialty is experiential learning workshops based on best-in-class supply chain content (Demand Driven Institute; ASCM and APICS) coupled with business simulation. She is Co-designer of the Demand Driven Sales and Operations Planning (DDS&OP) Experience with The Fresh Connection Executive Workshop. She a Board Member and Past President of SAPICS, and chair of ASCM Research, Innovation and Strategy Committee (RISC). ParadoxSolve is the Global Challenge partner for the USA. She supports Professors using The Fresh Connection and The Cool Connection business simulation platforms in the United States. She has travelled extensively through Europe, Asia, Africa and South America and is known for keeping her cool under extreme situations. Her more recent clients included ESSILOR (Lenses); Albea (Packaging); LVMH (High end Fashion); GKN (Aerospace; Automotive) UN (Humanitarian) GSK (Pharma).