Jan/Feb 2024 Direct Selling News by directsellingnews

DIRECT SELLING NEWS

DSN VOLUME 20 / ISSUE 1

JANUARY / FEBRUARY 2024

Cheers to 20!

DSN celebrates 20 years of excellence with a look back and a bold look ahead

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DSN Celebrates 20th Anniversary A Year of Milestone Events & Global Expansion Join us and your peers as we celebrate monumental milestones with the biggest and best events yet and unparalleled networking opportunities! The Spring Events will kickoff the celebrations, starting with the invitation-only CEO Forum, two full days of DSU and the Annual DSN Global Celebration Dinner and Awards plus live music making this event the must-attend event of the season!

Access: ◆ CEO Forum (invitation-only event) ◆ DSU is free for all active direct selling corporate executives and event supplier sponsors. ◆ The Annual DSN Global Celebration: $179/per person. *DSN Supporter companies receive a set number of complimentary tickets to the Global Celebration determined by support level. Become a Supporter and view benefits at directsellingnews.com ◆ The Global Live Stream is free to everyone, including distributors. Streaming is available on directsellingnews.com

April 2024 20th Anniversary Spring Celebration Events Irving, Texas

April 2, 2024 / CEO Forum Meeting (invitation-only event) 9 a.m. - 4 p.m. (CT) The channel’s premier mastermind group. Twice a year, a select group of direct selling’s top executives meet for an invitationonly, candid, no-holds-barred gathering where we tackle the issues, opportunities and trends shaping direct selling.

Evening Welcome Reception for all DSU attendees and event sponsors. 5 p.m. - 8 p.m. (CT)

April 3 and 4, 2024 / Two Full Days of DSU 9 a.m. - 4 p.m. (CT) DSU is the channel’s largest gathering of direct selling corporate executives, laser-focused on the entire community’s growth, well-being and future. It’s an educational masterclass-style event with a TED-style show flow held bi-annually in the US. More than 500 corporate direct-selling executives register, representing more than 150 companies. Don’t miss an extraordinary experience as we commemorate two decades of success, learning and innovation with our biggest and best DSU ever!

April 3, 2024 / Annual DSN Global Celebration: Dinner, Awards + Live Music 6 p.m. - 12 a.m. (CT)

Once a year we come together as a community for an evening to celebrate and honor the legacy of achievement and the innovators laying the foundation for a future of boundless possibilities. In 2024, we’re adding live music following the awards ceremony to elevate the celebration like never before! A free Live Stream is also available of the awards portion for everyone across the globe, including distributors, to share in the achievements and celebration.

Scan to Register and visit DSNevents.com for updates.

C O N T E N T S J A N U A R Y/ F E B R UA R Y

2 0 2 4

F E AT U R E S

Recognition in Direct Selling B Y H E AT H E R C H A S TA I N

X Factor B Y B E T H D O U G L A S S S I LC O X

A Business Case for Diversity, Equity and Inclusion B Y B E T H D O U G L A S S S I LC O X

44 52 80

WITH JOHN FLEMING

Pick Your EU Expansion Strategy B Y J É R Ô M E F R E Y TAG

SPOTLIGHT

Immunotec

A Bold New Chapter B Y J E N N Y V E T T E R

DEPARTMENTS F O R YO U / F O R YO U R F I E L D /

86 Your Essential Monthly Motivation B Y C H E L S E A H U G H E S WORKING SM ART /

104 Walking the Tightrope B Y J O N AT H A N G I L L I A M

I N EV ERY ISSU E 6 AD INDEX // 9 FROM THE PUBLISHER // 11 INDUSTRY NEWS // 26 THE DSN GUIDE // 32 FORWARD THINKING // 109 DSA MESSAGE // 110 SUPPLIER DIRECTORY //

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DSN

DIRECT SELLING NEWS

Serving the Direct Selling and Network Marketing Executive Since 2004 A Direct Selling Partners Company FOUNDER AND CEO

Stuart P. Johnson

CHIEF BRAND OFFICER

Shelley Rojas PUBLISHER

Patricia White S T R AT E G I C A D V I S O R

Heather Chastain EDITOR

Lisa Robertson editor@directsellingnews.com NE WS EDITOR

Sarah Paulk pr@directsellingnews.com C R E AT I V E D I R E C T O R

Susan Douglass ART DIREC TORS

Greg Luther

Jenny Paredes

PRODUCTION M ANAGER

Megan Knoebel Ascencio W E B M A N A G E R A N D D I G I TA L M A R K E T I N G

Laura Coppedge COPY EDITOR

Laura Coppedge BUSINESS DEVELOPMENT M ANAGER

Jerilyn Taylor advertising@directsellingnews.com PROGR A MS AND SUBSCRIPTION M ANAGER

Nancy Ratcliff support@directsellingnews.com CONTRIBUTORS

Heather Chastain John Fleming Jérôme Freytag Jonathan Gillam Chelsea Hughes

COVER STORY

CHEERS TO 20!

David Lee Sarah Paulk Lisa Robertson Beth Douglass Silcox Jenny Vetter

DSN Celebrates 20 Years with a Look Back and a Bold Look Ahead BY SAR AH PAULK

Direct Selling News (ISSN 15546470) is published 10 times annually by Direct Selling Partners, 5717 Legacy Drive, Suite 250, Plano, TX 75024. Periodicals postage paid at Lake Dallas, TX and additional mailing offices.

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/ FROM THE PUBLISHER /

Here’s to 20 Years (and 20 more) I HOPE EACH OF YOU had a wonderful holiday season full of good memories, good times and good cheer! Each of us look to start the new year with renewed focus, enthusiasm and ideas. I sincerely hope this “super-sized” issue of DSN helps you do just that. 2024 marks DSN’s 20th anniversary, and we start this year full of optimism and opportunities. Thank you for being a part of our ongoing success story, and we look forward to many more years in service of this industry we all love. This month’s cover story offers not only a look back at DSN’s history but also a look forward at what is to come. Our mission remains steadfast—to serve and edify the direct selling channel through in-depth journalism, recognition, research and education on the topics and trends that shape the channel and its future. We’re moving forward with a more comprehensive and global approach than ever before. I hope you take this journey with us—it’s going to be a fun ride! Other features this month include the business case for DEI with perspectives and insights from DSN Legend John Fleming. We’re also taking an in-depth look at what we have always believed to be the channel’s secret sauce: the power of personal development. Heather Chastain’s

Generational Insights series takes a look at the changing philosophies on recognition, and Jérôme Freytag shares his knowledge of successful European expansion in our international feature. Immunotec steps into the company spotlight this month with an in-depth look at how the company’s product line and opportunity is sparking a renaissance both at corporate and in the field. At DSN, we strive to be your daily resource for global news impacting the direct selling channel. Make sure to sign up for our free resources like the weekly dashboard email which delivers a week’s worth of news in a quick 15-minute read each Sunday. You can also sign up for free text alerts by becoming a member of our VIP Community where you’ll always get the top stories first and fast! Please visit DSNEvents.com to see this year’s event schedule that will no doubt be the best events in our 20-year history! I wish you a very happy and prosperous 2024 and extend a sincere thank you for your ongoing support and enthusiasm for the channel and for DSN! All the best,

Patricia White | Publisher | pwhite@directsellingnews.com @directsellingnews

@dsnofficial

@DSNUpdate

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T H A N K YO U P L AT I N U M SUPPORTERS:

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16/02/2022

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PREMIER SUPPLIER PARTNER

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T H A N K YO U PREMIER SUPPLIER PA R TN E R S:

PREMIER SUPPLIER PARTNER

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THANK YOU TO OUR PREMIER SUPPLIER PARTNERS!

Our mission is to serve, educate and edify the channel with daily breaking global news, emerging trends and powerful stories, made possible through the generosity and support of our Premier Supplier Partners. Thank you for your dedication to the direct selling channel!

THANK YOU TO OUR SPRING EVENT SUPPLIER SPONSORS!

For information on how to become a Spring DSU Sponsor, email jtaylor@directsellingnews.com.

/ INDUSTRY NEWS /

The Month in News Affecting Our Channel 13 / Top 5 News Watch 14 / Milestone Anniversaries 16 / Events 18 / Insights 22 / Executive Announcements 25 / In Memoriam 26 / The DSN Guide

production / management / design / creative / incentives

Katapult Events is excited for 2024! From our team to yours, we wish you an exciting and prosperous new year. visit us at: katapultevents.com

NEWS WAT C H

TOP

HEADLINES > n F TC Elects Not to Appeal Neora’s

Landmark Win n Nu Skin Opens $55 Million

Manufacturing Facility in China n Natura &Co Sells The Body Shop

for $254 Million n A mway Unveils New Strategy to

Tap Growth Potential in China n Herbalife Program Receives

CDC Approval

d i r e c t s e l l i n g n e w s . c o m 1 3

/ INDUSTRY NEWS /

M I L E S T O N E

A N N I V E R S A R I E S

Happy Anniversary!

2024 will be a milestone year for many direct selling companies! Congratulations and thank you for so many years of excellence and innovation in the channel—we can’t wait to see what you’ll do next!

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COMPANY

YRS

COMPANY

YRS

POLA INC.

VESTIGE MARKETING

CUTCO

YIJIA INTERNATIONAL

AMWAY

YOFOTO

HY CITE ENTERPRISES

ALOVEA

MENARD COSMETIC CO.

ATOMY

NOEVIR

BESTLIFE WORLDWIDE

NATURA &CO

JEUNESSE

COLOR ME BEAUTIFUL

PURE HAVEN ESSENTIALS

COSWAY

XYNGULAR

NEW IMAGE INTERNATIONAL

YOLI

NU SKIN

IDLIFE

COWAY

K ANNAWAY

FAMILY HERITAGE LIFE

MONAT GLOBAL

FIRST FITNESS NUTRITION

NEFFUL INTERNATIONAL

PAPER PIE

NOVAE

KK ASSURAN

NUVI GLOBAL

NORWEX

PAWTREE

PERFECT CHINA

PLUNDER DESIGN LLC

YOUNG LIVING ESSENTIAL OILS

SPX NUTRITION

LIFE'S ABUNDANCE

TRUV Y

NATURALLY PLUS

VICTORY NUTRITION INTERNATIONAL

SENEGENCE

VITALIBIS

SYNERGY WORLDWIDE

QUIARI

TOTAL LIFE CHANGES

SAVVI

FM WORLD

TAVA

LIFEWAVE

VERIBELLA

d i r e c t s e l l i n g n e w s . c o m 1 5

/ INDUSTRY NEWS /

E V E N T S

EVENTS

For the full articles, visit directsellingnews.com/news

Thermomix Launches Onsite Retail Sales with Miami Store

T Avon Launches its First Retail Stores in UK

VON ANNOUNCED A NEW ERA FOR THE 137-YEAR-OLD company with the launch of its first physical retail stores, scheduled to open in the UK in the coming months. The stores will offer approximately 150 products, with the full product portfolio available only through its independent distributors. Locations for the stores have not been announced, but preliminary details suggest the stores will be located within neighborhoods, rather than “high street” locations. The company has already tested this method in Turkey, where it opened 63 Avon-branded stores, and saw sales growth double as a result. “Many customers go to the stores for an opportunity to try many of the products, or simply to enjoy a pamper experience with a beauty adviser,” said Angela Cretu, former Avon CEO. “We want to be as inclusive as possible. We want to give women the opportunity to open a business, especially in areas where it is not so easy for them to launch a startup.” This launch is an expansion of its recentlyannounced partnership with UK store Superdrug that will stock Avon products in 100 of the chain’s retail outlets and online.

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HERMOMIX ANNOUNCED THE OPENING of its first retail space in the US. The retail store, located in Doral, Florida, is open to the public and will serve as a hub for special events, seasonal demonstrations and an in-person store where customers can purchase appliances and accessories. This new retail strategy is part of the company’s ambitious domestic growth plans, which includes aggressive coast-to-coast expansion efforts and the relocation of the company’s headquarters from California to Dallas, Texas. “To bring the world of Thermomix cooking even closer to more US consumers, we thought there was no better time than now to open the brand’s first retail location in the US,” said Fredrik Lundqvist, Thermomix CEO. “After more than five decades as a global leader in smart kitchen tech, we’re thrilled with how fast the US has embraced the brand and are excited to bring it even closer to Miami’s vibrant cooking community with our new space. Thermomix is all about celebrating and discovering the love for food–something Miami residents already know and appreciate.” DSN

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/ INDUSTRY NEWS /

I N S I G H T S

For the full article, visit directsellingnews.com/ insights

INSIGHTS

Amway’s Global Report Shows Growing Acceptance of Entrepreneurship

T A ROUNDTABLE DISCUSSION with US Representatives from both Democratic and Republican parties, Amway shared the findings of its latest Global Entrepreneurship Report. US Representatives John Moolenaar (R-MI) and Darren Soto (D-FL) met with Amway leaders, small business owners, advocates and academic researchers to discuss the evolution of entrepreneurship since the pandemic. Amway’s study sparked a conversation about the impact of the pandemic on small businesses; how policy around emerging technology could influence entrepreneurship; and the general economic landscape of the US in comparison to foreign competitors. Key findings from the Amway Global Entrepreneurship Report include:

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n 58 percent of people are interested in owning their

own business; n 40 percent of people see raising capital as the

greatest barrier to starting their own business; n 77 percent of people said they are comfortable

buying products through social media, a sign that commerce is changing. “At Amway, we care deeply about entrepreneurship,” said Andrew Schmidt, Amway North America Managing Director. “That’s because expanding American business ownership has always been part of our DNA. Our interest is also a reflection of the critical role entrepreneurship plays in the US economy as a whole. When more Americans are interested in going into business for themselves—and, importantly, feel they have the support and resources needed to take the leap—the entire economy reaps the benefits.” DSN

Trusted by Leading Direct Selling Organizations

/ INDUSTRY NEWS /

I N S I G H T S

For the full article, visit directsellingnews.com/ insights

UK DSA Research Shows Biggest Annual Earnings Increase for Direct Sellers in More than a Decade

N AN ONLINE SURVEY conducted by the Direct Selling Association for the United Kingdom (UK DSA), 29 percent of direct selling consultants working with DSA member companies reported that financial pressures and the rising cost of living ignited their interest in direct selling, with half a million launching their businesses in the last two years. “The historic image of direct selling may be women earning pin money for spending on inessentials, but the data shows that this is simply not the case any longer,” said Susannah Schofield OBE, Direct Selling Association Director General. “Increasingly, people are opting for this style of

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earning as a way to generate a more significant income but on a highly flexible basis, with significant numbers of people joining since the start of the cost of living crisis.” According to the data, for almost half (45 percent) of respondents, direct selling is now their primary source of income. This occupational shift matches the significant income spike revealed by the survey data. In 2021, direct sellers earned an average of $600 per month. In 2023, that number increased by 73 percent to $1,040 per month. This new peak earning rate, the UK DSA said, is “thought to be the biggest annual increase in earnings in over a decade.” DSN

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/ INDUSTRY NEWS /

E X E C U T I V E

A N N O U N C E M E N T S

For the full articles, visit directsellingnews.com/ announcements

EXECUTIVE ANNOUNCEMENTS

KRISTOF NEIRYNCK

EMILY B. ROSE

SEAN ROONEY

RAYMOND GREER

CHIEF EXECUTIVE

PRESIDENT OF BUSINESS

SENIOR VICE PRESIDENT

CHAIRMAN OF THE

O FFI CER, AVO N

SOLUTIONS, LEGALSHIELD

OF BROKER SALES &

B O A R D , L I F E V A N TA G E

LegalShield announced the promotion of Emily B. Rose to President of Business Solutions. Rose joined LegalShield in 2017 and is a leading expert in group legal plans, identity theft protection, supplemental health coverage and property and casualty solutions.

SERVICE, LEGALSHIELD

LifeVantage Corporation appointed Raymond Greer to Chairman of the Board. Greer succeeds Garry Mauro, who became an independent member of the company’s board of directors in April 2008 and served as chairman since 2013. Mauro will continue to serve as a board member. “The appointment of Raymond Greer as Chairman provides continuity along with strong leadership,” said Steve Fife, LifeVantage President and CEO. “Mr. Greer has been an independent director of LifeVantage since 2017 and has a deep understanding of our business. He is an accomplished executive and proven leader with over 35 years of experience.”

I N T E R N AT I O N A L

Natura &Co, the parent company of Avon International, announced a leadership transition for its most senior role. Kristof Neirynck, previously Global Chief Marketing Officer and Managing Director for Western Europe, has been named the new CEO of Avon International. Neirynck succeeds Angela Cretu, who was with Avon for 25 years and is committed to continue supporting the company as a business advisor. Additionally, Alessandro Carlucci, who served as CEO of Natura from 2005-2014, will return to the group as an advisor to Avon.

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“With Emily at the helm, we are well positioned to accelerate growth and solidify our leadership in the employer benefits space,” said LegalShield CEO Warren Schlichting. “Her vision and expertise will help us deliver even greater value to our customers and partners.”

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LegalShield has promoted Sean Rooney to the role of Senior Vice President of Broker Sales and Service. Rooney currently leads LegalShield’s efforts to expand its broker channel and brings extensive expertise in sales, account management, operations and underwriting. “Sean’s leadership and industry expertise have been instrumental as we expand our broker relationships,” said Emily B. Rose, LegalShield President of Business Solutions. “Under Sean’s guidance, we will keep improving our broker programs to ensure top-tier service and seamless experiences.”

BETTERWARE DE MEXICO SUPPORTS JAFRA GROWTH WITH EXECUTIVE APPOINTMENTS Betterware de Mexico S.A.P.I. de C.V. announced leadership changes that are expected to help support Jafra’s growth and planned market expansions. n Mari Loli Sánchez-Cano has been named South America Expansion Director. For the past 18 years, Sánchez-Cano has served as Jafra Mexico’s Managing Director and has also served as a member of the Betterware Board. She will now oversee expansion into South American markets. n Virginia Cervantes will now serve as North America Region Director, leading the markets of Mexico, the United States and eventually Canada. Previously, Cervantes held the title of Director of Commercial Planning for Mexico and the United States. n Pilar Sanchez has been promoted to Managing Director of Jafra Mexico. Since July 2023, she has served as Commercial Director of Jafra Mexico.

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/ INDUSTRY NEWS /

E X E C U T I V E

A N N O U N C E M E N T S

DAVID ORI

SAM LEE

STUART BURNETT

ROB HARRIS

REGIONAL EXECUTIVE

GENER AL M ANAGER,

CHIEF EXECUTIVE

C H I E F O P E R AT I N G

DIREC TOR FOR EUROPE ,

CHINA, SUNRIDER

OFFICER, UTILIT Y

H U N G A R Y, I S R A E L &

I N T E R N AT I O N A L

WA REH O U S E

RUSSIA, SUNRIDER

Sunrider International has appointed Sam Lee as the new General Manager of Sunrider China. Lee brings more than two decades of experience within direct selling and government relations. In this new role, Lee will oversee all of Sunrider China’s operations, sales, marketing, training and finance teams and will coordinate product inventory and launches. “As a seasoned manager, Mr. Lee possesses extensive experience in business expansion, brand marketing, communication and profit management,” said Sunny Beutler, Sunrider CEO. “Under his leadership, we anticipate a fresh development phase for Sunrider China.”

Telecom Plus PLC, trading as Utility Warehouse (UW), announced that Andrew Lindsay will step down as Co-CEO and his position on the board of directors after 16 years with the company. Stuart Burnett, who has been Co-CEO with Lindsay since 2021, will now become sole CEO. Following his resignation, Lindsay will remain with the company on a part-time basis for three more years as he works to support UW’s growth. “I would like to thank Andrew for the substantial contribution he has made to the success of the business over the past 16 years,” said Charles Wigoder, Telecom Plus Non-Executive Chairman. “This seamless succession leaves the business strongly placed for the next phase of growth under Stuart’s proven leadership, as we continue to scale the business towards 2 million customers and beyond.”

Utility Warehouse (UW) announced Rob Harris has been named Chief Operating Officer. In this new role, Harris will focus on delivering the optimal customer journey and will manage operations from an experience and cost perspective. “Rob brings incredible experience from across energy and finance where he has held a number of senior roles and demonstrated the ability to deliver business transformation at scale and with pace and precision,” said Stuart Burnett, UW CEO. “With increasing numbers of customers turning to UW, Rob will play a critical role in driving the business forward and ensuring we provide the very best experience for our customers.” DSN

I N T E R N AT I O N A L

Sunrider International welcomed David Ori as the new Regional Executive Director for Europe, Hungary, Israel and Russia. Ori is a seasoned executive within the direct selling industry who has led companies to growth and sales in both emerging and established markets, and has expertise in global expansion, infrastructure and diverse market growth. “We are thrilled to welcome David to our team,” said Sunny Beutler, Sunrider CEO. “With his wealth of experience, incisive strategic vision and remarkable track record, he brings exceptional value to Sunrider International’s leadership. His position as Regional Executive Director for these very important regions reflects Sunrider’s commitment to excellence and continued expansion.”

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/ INDUSTRY NEWS /

I N

M E M O R I A M

IN MEMORIAM IN M EMO R IA M /

Jeffrey Reigle

EFFREY REIGLE, former President and Chief Executive Officer of Regal Ware, has passed away. Reigle was an integral part of the Regal Ware family, serving in a number of capacities for 50 years, including most recently as Chairman of the Board. Reigle was a third-generation descendant of Regal Ware Founder J.O. Reigle and was succeeded as CEO by his son, Ryan Reigle, who described his father as a brilliant leader and loving husband and father. “He set a high standard for us as a family and as a company,” Ryan said. “His legacy of compassion, innovation, transformation and commitment to our core values will guide us forward.” Reigle was an advocate for the channel and a champion of diversity, serving as chairman of the Direct Selling Education Foundation (DSEF) and the Direct Selling Association (DSA) at various times throughout his career. He was inducted into the Direct Selling Association Hall of Fame in June 2018. In a statement, Regal Ware said it would honor Reigle’s memory by continuing to “embody the values and principles he held dear, ensuring that his legacy lives on through the company he loved.” DSN

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/ INDUSTRY NEWS /

2 0 2 4

T H E

D S N

G U I D E

THE

GUIDE

A C U R AT E D R E S O U R C E TO H ELP YO U FI N D

STR ATEG I C B U S I N ES S PARTN ER S S PEC IALIZI N G I N D I R EC T S ELLI N G.

2024 I S S U E

MARCH

C ATEG O RY

BRANDING & SOCIAL MEDIA SOLUTIONS

APRIL

COMMISSION PAYMENT SERVICES

M AY

DESTINATIONS & TRAVEL SOLUTIONS

JUNE

DISTRIBUTION, FULFILLMENT & LOGISTICS

J U LY/A U G U ST

SOFTWARE & TECHNOLOGY

HE CHANNEL IS EVOLVING RAPIDLY—companies and executives

must stay ahead of emerging trends and technologies to build

for the future. But it can be time‑consuming and hard to find the right suppliers to partner with.

That’s why we’ve developed The DSN Guide. In each issue,

The Guide includes curated lists by category of expertise and

S E P TE M B E R

EVENT PRODUCTION

service. These suppliers currently serve the channel—they

understand the unique challenges and opportunities that come with direct selling and can help you implement your intiatives.

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O C TO B E R

INCENTIVES & RECOGNITION

NOVEMBER

CREDIT CARD & PAYMENT SOLUTIONS

DECEMBER

CONSULTING & EXECUTIVE SEARCH

{

T H I S I S S U E’ S F E AT U R E D C AT EG O RY

}

LEGAL & TA X COM PA N Y

Buchalter

Los Angeles, CA

Foley & Lardner, LLP Dallas, TX

Gowling WLG

Ottawa, Ontario

Kelley Drye

Washington, DC

Millar Kreklewetz, LLP Toronto, Canada

Momentum Factor Austin, TX

Quarles & Brady Milwaukee, WI

Reese Poyfair Richards Cottonwood Heights, UT

Scheef & Stone, LLP Dallas, TX

Squire

Salf Lake City, UT

Sovos

Wilmington, MA

Thompson Burton Franklin, TN

Winston & Strawn Dallas, TX

DSN

DIRECT SELLING NEWS

WEBSITE

ADDITIONAL C O N TA C T I N FO R M AT I O N

buchalter.com

Larry Steinberg lsteinberg@buchalter.com 213-891-0700

foley.com

---------------

gowlingwlg.com

---------------

kelleydrye.com

---------------

taxandtradelaw.com

---------------

momofactor.com

Travis Wilson hi@momofactor.com 512.690.2134

quarles.com

Kevin D. Quigley kevin.quigley@quarles.com 602-229-5422

mlmlaw.com

---------------

solidcounsel.com

---------------

squire.com

Marc Andrus marca@squire.com 801-225-6900

sovos.com

---------------

thompsonburton.com

---------------

winston.com

---------------

Would you like to be included in The DSN Guide? Contact Jerilyn Taylor (jtaylor@directsellingnews.com) for more information. Companies featured in The Guide have been in business for a minimum of two years and are verified to be working with direct selling companies. Companies appearing in The Guide are not endorsed by DSN. The Guide is provided strictly as a resource. It is each company's responsibility to verify and investigate providers and services. d i r e c t s e l l i n g n e w s . c o m 2 7

We’re a Full-Service Law Firm Representing Direct Sales Companies of All Sizes and Types For more information, contact: Kevin D. Quigley Direct Sales Practice Leader (602) 229-5433 kevin.quigley@quarles.com Edward A. Salanga Direct Sales Practice Leader (602) 229-5422 edward.salanga@quarles.com

The DSN GUIDE Connects Your Business with Direct Selling Companies Today’s direct selling executives look to

THE GUIDE to find the right partner to help with their strategic initiatives. Whether you offer incentives, event production, payment processing or logistic services, make sure the top companies in the channel know who you are, what you do and how you can help them!

LET'S TALK! To find out how your company can appear in THE GUIDE, contact Jerilyn Taylor at jtaylor@directsellingnews.com.

Get Today’s News— First, Fast & Free +1 (214) 239-3043 The Industry News & Stories You Want—Delivered in a Text to Your Phone. CON N EC TIN G I S E ASY !

1 Text us at +1 (214) 239-3043 2 Follow the prompts and save DSN in your contacts 3 Tell us what type of news and stories you are most interested in

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FO R WA R D

T H I N K I N G

A I

I M AG I N G

V I D EO

C R E AT I O N

Picture This Effective New AI-powered tools evolve image and video creation. BY DAVID LEE

D-ID, D-ID’S CREATIVE REALITY STUDIO allows users to turn a still image and script into an AI‑generated video, creating digital avatars of themselves, historical figures or fictional characters.

3 2 D I R E C T S E L L I N G N E W S |

THE TEL AVIV‑BASED STARTUP known for its AI video technology that animates still images, has released a new mobile app that could be a powerful tool for both direct selling corporate teams and the distributor field. Previously available only as a web platform, D-ID’s Creative Reality Studio allows users to turn a still image and script into an AI‑generated video, creating digital avatars of themselves, historical figures or fictional characters. The app, now available on the App Store and Google Play, allows users to either select a premade “digital person” provided by D-ID or upload an image from their phone’s photo library. Users can then input text for the digital avatar to say in one of 119 languages, with options for male or female voices and various speech tones.

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The technology behind D-ID combines proprietary and open-source AI technologies. “At its core lies a foundational model capable of generating video frames based on audio input,” said D-ID CEO Gil Perry. The company’s products all use an API capable of rendering video at an industry-leading 100 FPS, four times faster than real-time rendering.

The app is designed for anyone interested in creating videos with digital avatars, offering the ability to produce videos anywhere. Videos can be up to 10 minutes long and are subject to moderation policies to prevent misuse for deepfakes or disinformation campaigns. Before the mobile launch, the desktop version of Creative Reality Studio gained 60,000 new sign-ups daily, with over 150 million videos made using the platform. The mobile version aims to reach a broader market, including mobile-first or mobileonly users. It will be subscription-based, with existing desktop version subscribers able to keep their current plans. d i r e c t s e l l i n g n e w s . c o m 3 3

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PICSART IGNITE is a set of AI‑powered photo editing tools designed to simplify creating ads, social posts, logos and more.

E VO LV I N G

A I A N I M AT I O N T R E N D S 1 / FINISHING FAST

3 / AI-GENERATED STORY

AI is revolutionizing

CONCEPTS

the animation industry

AI’s capability to analyze

by using algorithms

viewer engagement data

and neural networks to

and large-scale narrative

create animations that

patterns will soon allow it

mimic human-created

to collaborate with human

content, eliminating

authors to create innovative,

the need for laborious

personalized animated

and time‑consuming

series like Mighty Raju and

manual drawing.

Super Bheem that deeply

2 / HIGHLY PERSONALIZED

resonate with viewers.

STORYLINES

4 / IMPROVED CREATIVITY

AI is set to revolutionize

AND EXPLORATION

the future of animation

AI aids writers in generating

by creating personalized

innovative content by

narratives that adjust in

analyzing extensive data on

real-time to each viewer’s

user preferences, interests

preferences, fostering

and activities.

a deeper emotional connection through tailored

SOURCE: GREEN GOLD ANIMATION,

character interactions, plot

twists and visual aesthetics.

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Picsart Ignites Creativity The photo-editing startup Picsart has launched Picsart Ignite, a set of AI‑powered photo editing tools designed to simplify creating ads, social posts, logos and more. This suite includes 20 tools for generating videos, images, GIFs, logos, backgrounds, QR codes and stickers. New features include AI Expand that allows additional details to be added to any image using AI prompts as well as AI Object Remove in Video for removing unwanted objects from videos. The “AI Style Transfer” feature lets users apply artistic styles across visuals, and “AI Avatar” generates realistic avatars for business portraits. Picsart Ignite is available to all users across Picsart web, iOS and Android.

“

WE DEVELOPED these features to ignite creativity and enable users to turn their ideas into stunning visual content. — H O V H A N N E S AV OYA N / P i c s a r t Fo u n d e r & C EO

Hovhannes Avoyan, Founder and CEO of Picsart, said, “We believe that everyone is a creator. Our editing experience reflects this philosophy by providing users with powerful, yet fun and easy-to-use tools to express their unique visions. We developed these features to ignite creativity and enable users to turn their ideas into stunning visual content.”

This launch comes as platforms of all sizes are incorporating AI tools into their services. Picsart has also recently focused on social collaboration, launching in-app communities called “Spaces” where users can connect and create around topics they love. DSN

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R O O M S

Magic Mirror Virtual product try-on experiences drive customer decisions. BY DAVID LEE

THESE “VIRTUAL FITTING ROOMS” have the potential to not only enhance customer engagement but also reduce return rates and increase sales.

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-POWERED VIRTUAL PRODUCT TRY-ON EXPERIENCES continue to revolutionize online and in‑person retail experiences, offering convenience and personalization. These “virtual fitting rooms” have the potential to not only enhance customer engagement but also reduce return rates and increase sales. Some direct selling makeup companies are already using forms of this experience while others are considering incorporating it for branded swag.

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ZELIG CLAIMS to offer a “hyper‑personalized online shopping experience.” It aims to replicate the experience of trying on clothes at a retail store.

MadaLuxe Group has introduced Zelig, an AI‑powered virtual try-on and styling platform. The technology allows users to visualize how clothes, shoes and accessories would look on their body type by uploading a photo. The system also uses machine learning and computer vision allowing users to create different outfit combinations, save and share them before buying. Despite the concept of virtual try-on not being new, with companies like Walmart, Google and Amazon investing in similar technology, Zelig claims to offer a “hyper-personalized online shopping experience.” It aims to replicate the experience of trying on clothes at a retail store.

The co-founders have invested privately in Zelig for three years, but they recently secured $15 million in Series A funding led by Hilco Global, valuing the pre-revenue company at $100 million. The funds will be used to enhance its personalization capabilities and develop additional features. While no brands were announced at the launch of Zelig, the association with MadaLuxe suggests potential future partnerships with high-end brands.

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A I - P O W E R E D

V I R T UA L

F I T T I N G

R O O M S

THE LAUNCH OF AR BEAUTY ADS reflects the tech industry’s increasing faith in AR as a potent marketing tool.

V I RT UA L T RY- O N IMPACT BRANDS THAT OFFER virtual try‑ons average

64% fewer returns compared

to those that do not.

MACY’S, after introducing virtual try‑on, credited the feature for helping bring its return rate down to under

SHOPIFY saw a

2%.

40% decrease in

returns thanks to AR visualization.

45% of online shoppers find that AR HELPS THEM SAVE TIME when making purchase decisions.

SOURCES: NETGURU, MODERLY

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Google AR Beauty Google has launched AR Beauty Ads, a new ad format that enables virtual try-on experiences for cosmetic products. The tool will replace the standard product image in Google Shopping ads and allow users to preview what different products might look like on them or a model. The ads will appear on mobile-specific channels including Google’s Shopping tab, Search and Google Images. The launch of AR Beauty Ads reflects the tech industry’s increasing faith in AR as a potent marketing tool. Companies like Meta and Snapchat have already integrated AR ads into their platforms, and Google’s move is a continuation of its AR experimentation started with YouTube display ads in 2019. Data from Shopify indicates that AR ads often outperform display ads, with 3D AR ads generating 94 percent higher conversion rates than their static 2D counterparts. Findings from Snap and Deloitte suggest brands offering AR experiences are 41 percent more likely to be considered by customers, and nearly three in four shoppers are willing to pay more for a product they can explore with AR. Google’s own experiment with VR ads in 2019 resulted in almost a third of viewers spending more than 80 seconds trying on lipstick. The company claims that users who interact with virtual try-on tools on Google Search are more likely to spend time on a brand’s site; research a product; or make a purchase. By 2025, global AR ad revenue is projected to grow to $6.68 billion, up from $1.36 billion in 2020. DSN

SENEGENCE

REAL PEOPLE. REAL STORIES. Joni Rogers-Kante credits her commitment to consistency, devotion to family, and abiding faith to achieving success as a business and family woman. Joni has paved a path toward a life of abundance, and she devotes her life to empower others to find theirs, too. For Joni, her company SeneGence stands for more than its cutting-edge and highly desirable beauty products. Its causedriven purpose is to promote more women

Las Vegas

Salt Lake City

Singapore

in business and care for communities in need through its nonprofit. Not only has Joni built a rewarding global business, she is also changing lives closer to home. Joni passionately protects rights of independent entrepreneurs in the direct selling industry and works to improve the economic lifeblood in her home state of Oklahoma. Joni believes accomplishment is unique for everyone, and we are all here with

Dublin

Mexico City

our own important purpose. She says a fulfilling life is made with the four E’s: Earn, Evaluate, Evolve, and Explore. When we value and respect each other, we will all move forward together. We are proud to partner with Joni and those like her who consistently prove that hard work and courage are rewarded with limitless possibilities. After all, people are our greatest strength.

SUPPORT THE FUTURE OF THE CHANNEL. “

I APPRECIATE DSN’S TIRELESS WORK to report the news around direct selling, but also how they share the positive stories surrounding it. DSN is a reputable and powerful voice that always strives to edify the channel and highlight the direct selling companies that are doing the right things. — J O N I R O G E R S - K A NTE / FOUNDER & CEO, SENEGENCE

When one company succeeds, the entire channel benefits. It’s with that sensibility in mind that we developed the DSN Supporter Program in 2022 and welcomed dozens of companies, representing billions in cumulative revenue, committed to helping this channel grow and enhance its relevancy. Our mission is to serve, educate and edify the channel as the daily resource for breaking global news, emerging trends and powerful stories. With DSN, it’s easy for direct selling executives to stay informed, engaged and always one step ahead. Your support helps DSN continue to provide relevant information, exposure, edification and education for companies and executives to help evolve the channel forward for the global community.

Build a better, more sustainable future for direct selling /

BECOME A SUPPORTER TODAY. TO LEARN MORE about exclusive DSN Supporter Program Benefits and how you can become a part of the DSN family of Supporters, visit directsellingnews.com/supporter or contact support@directsellingnews.com

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In order to protect the integrity of the Supporter Program for all participants, DSN reserves the right to deny, suspend or discontinue Supporter benefits to any company undergoing published legal actions or regulatory disputes (including any settlements of such).

THANK YOU! Join the DSN Family of Supporters to build a better, more sustainable future for direct selling /

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DIRECT SELLING NEWS

The news you need. The name you trust.

G E N E R AT I O N A L I N S I G H T S

A N

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D S N

S E R I E S

M ZX GENER ATIONAL INSIGHTS /

RECOGNITION AC TION A B LE IN S IG HTS A N D OPP ORTU N ITIE S FROM THE FIR ST‑E VER D IREC T S ELLING G ENER ATIONAL ENGAG EMENT STU DY.

BY H E AT H E R C H A S TA I N

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IRECT SELLING HAS BECOME AN INCREASINGLY POPULAR AVENUE for individuals to start their own businesses and earn income. To gain a comprehensive understanding of the perceptions surrounding direct selling, the Direct Sales Generational Engagement Study was conducted by Bridgehead Collective and carried out by The Center for Generational Kinetics, led by President Jason Dorsey.

M E E T T H E G E N E R AT I O N S

In this first-of-its-kind study, Bridgehead Collective chose to partner with the Center for Generational Kinetics, which has led more than 100 research studies in all major industries. Their seminal annual study, The State of Gen Z, formed the basis for the best-selling book, ZConomy and has been consistently featured in national and global media including The Wall Street Journal, New York Times, CNN and many more. I set out to discover America’s perceptions of entrepreneurship, the gig economy and—more pointedly—direct selling. Statistical significance was of ultimate importance in this analysis, so the study represents a wide-sweeping sample that is reflective of America, with an equitable mix

G E N E R AT I O N

AGE

Gen Z

18 - 26

Younger Millennials

27 - 35

Older Millennials

36 - 43

Gen X

44 - 55

of genders, demographics, employment status, education levels and location that allows for a 97 percent confidence level. This study aimed to explore the attitudes, motivations, limitations and beliefs about starting a business in America, as well as uncover perceptions of direct selling, recruiting strategies, onboarding methods, distributor retention and preferred payment structures.

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G E N E R AT I O N A L I N S I G H T S

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D S N

S E R I E S

FOR GEN Z, the belief that they are part of a cause or a company that is creating change in the world would “absolutely convince” them to stay with a company.

E DESIGNED the study to provide actionable insights across 10 key categories: n Perception of Industry and Channel n Recruiting and Prospecting n Motivations and Decision Criteria n Onboarding and Getting Started n Training n Compensation and Value Proposition n Recognition n Incentive Trips and Events n Retention n Duplication and Role of Team Building

In this series, we are digging deeper into each of these categories, focusing this month on all things related to Recognition. Last month highlighted one of the more shocking findings of the study related to compensation— particularly how we market and present the “size” of the income opportunity. The most critical actionable insight was that when it comes to compensation, you really need to have targeted messages depending on your audience as not only do you risk not appealing to the right generation, but there is significant risk associated with turning them off irreparably.

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When it comes to recognition, the consequences of “getting it wrong” might not be so dire, but this category represents MASSIVE upside when we can get it right. Interestingly, the differences between men and women were just as stark as the differences between generations. But let’s start with what we mean when we talk about “Recognition.” For the purposes of this study, recognition was really explored under the umbrella of “Motivations.” Meaning, we examined all the programs, communication, celebration and incentives that would most likely resonate for direct sellers to join, stay and thrive with direct selling companies.

The ultimate goal here was to divine what specific things we could employ to help each generation maximize our compensation plans by moving up in leadership and improve retention by having a cohesive, aligned set of programs and incentives that all work together to inspire your sellers to keep going. If you follow this series or my podcast, you know how passionate I am about retention, often referring to it as the holy grail of our industry. Turns out, this study revealed all kinds of insights that we have been helping companies employ to specifically drive retention (with awesome results, BTW!).

The Gifts that Keep on Giving

The way we phrased the first question speaks to this retention issue. We asked all participants: WHAT WOULD ABSOLUTELY CONVINCE YOU TO STAY AT A DIRECT SELLING BUSINESS AFTER THE FIRST THREE MONTHS? This question served two purposes, and we covered some of the results in our last installment about compensation. As you may remember… the first answer was definitely crafted by Captain Obvious himself (we’re all pretty sure he’s a guy, right?). Number one answer on the board—with 55 percent ranking it as their #1 answer—getting paid. Repeat after me: duh! But starting with the second answer things start to get REALLY interesting. d i r e c t s e l l i n g n e w s . c o m 47

G E N E R AT I O N A L I N S I G H T S

IF YOU ARE TARGETING GEN Z OR YOUNGER MILLENNIALS you may be incredibly surprised at the loyalty, passion and energy this change can make. And when it comes to retention—nothing is stickier than the belief that YOU matter.

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For Gen Z, the belief that they are part of a cause or a company that is creating change in the world would “absolutely convince” them to stay with a company. Absolutely convince. And this is in their FIRST THREE MONTHS. Now, I can already hear so many of you saying to yourselves…believe in a cause? That’s not recognition. That’s an entirely different segment of our events. That’s not even part of the sales and recognition team. Precisely. But perhaps it should be. As we move to the Action Item portion of the article, here is your first Action Item. Since I feel like we are having a conversation now, I know what you’re thinking: ”Heather, wasn’t this very thing an action item last month? Didn’t you already advise us to tell our charitable story early, proudly and often?”

Be Better, Not Boring OF GEN Z AND YOUNGER

<25%

MILLENNIALS SAID THAT MORE TRADITIONAL ELEMENTS OF RECOGNITION WOULD MAKE THEM FEEL VALUED. THAT’S NOT A LOT.

Yes. Yes, I did. That should tell you how powerful this topic is…it makes the action list for MULTIPLE categories. ACTION ITEM: Completely rethink the role that your mission and charitable cause has in your field recognition program, making your field leaders the hero of the story, not the company. What do I mean by that? So many of us talk about our cause, our mission, our impact, our accomplishments that we are making as a way of touting the company. Making sure we are telling others how amazing “the company” is. What if we flip that script? What if the impact that we are making is instead framed through the lens of our field leaders. What THEY are doing to effect change. How many children THEY have fed. How many carbon units THEY have offset. How many bottles THEY have kept out of landfills. How many natural disaster victims THEY have helped. What if we sent them a snapshot each year, Spotify Wrapped style, that pulled their specific stats and showed them the difference they were making in the world? What if that was one of your recognition categories on your monthly conference calls, social posts and annual events? If you are targeting Gen Z or Younger Millennials, you may be incredibly surprised at the loyalty, passion and energy this change can make. And when it comes to retention—nothing is stickier than the belief that YOU matter.

When you look at some of the more traditional elements of recognition that we employ in our companies, the bottom line is that most of the historical ways we recognize people, the next generations find…well…boring. Less than 25 percent of Gen Z and Younger Millennials said that “Mentions on the Company Social Media Pages” or “Being Recognized at a Regional or National Event” would make them feel valued.

WHICH PERFORMANCE INCENTIVES WOULD MAKE YOU FEEL MOST VALUED AS A DISTRIBUTOR IN DIRECT SELLING? Being recognized at a national or international meeting for your results

23%

Text message broadcasts to the entire team (recognitions, compliments, shoutouts, etc.}

22%

Mentions on the company”s social media page

22%

That’s not a lot, given how much time energy and expense we put into all of those…especially event recognition. So, if the question is “why,” the answer is two-fold. One, it’s just not as cool as it once was. The next generations are increasingly looking for things that benefit their families; their communities; and the lives they are building. They are not looking externally for affirmation nearly as much as the older generations. As a commentary on society, awesome! But this shift certainly requires a few pivots as far as our recognition budgets are concerned. But what’s the second reason? How Insta-Worthy the experience is! The what-used-to-be-ubiquitous pictures on social from all our events: walking across stage; waving flags; getting jewelry, flowers or whatever else—feel like relics from another era. What used to be Facebook fodder is considered cringeworthy by younger generations. d i r e c t s e l l i n g n e w s . c o m 4 9

G E N E R AT I O N A L I N S I G H T S

A N

OF GEN Z AND MILLENNIALS

91%

SAY THAT GOING ON A TRIP AND TICKETS TO EVENTS/EXPERIENCES REPRESENT THEIR TOP CHOICE FOR FEELING VALUED.

What do they want instead? Experiences. Moments. Magical moments that elevate their personal brand. They want to expose their community of followers to things they haven’t seen; places they haven’t been; and experiences they haven’t had. We see that from the anecdotal comments from the study as well as the data. The study showed that two of the top three things that would make younger generations feel valued: n Getting to Go on a Trip to Somewhere Fun

and Bring a Guest n Tickets to Events or Experiences (Concerts,

Sporting Events, etc.) These combined represent the top choice for 69 percent of all generations and 91 percent of Gen Z and Millennials. ACTION ITEM: Scrub those recognition budgets. Reallocate as much as you possibly can to things that are experiential in nature. So what does that mean in practice? Take a look at all those programs that you have (that used to be super successful) and re-frame them. For example, do you have a “pin program” or something similar where your leaders can earn different rank advancement jewelry, pins, necklaces, watches or jewels embedded in things that denote achievement?

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D S N

S E R I E S

We’ve all been there—and the OGs in our field will never be shy about telling us how much and how hard and how long they worked to get that next thing! Just so they could show it off. But that just doesn’t work anymore. And all too often we feel like these programs are foundational—a part of our culture and history—so it almost feels sacrilegious to think about abandoning them. It’s not. They were created for a specific moment in time. And they worked. Now they don’t. It’s OK to change. What if the thing they were working to “complete” or “achieve” were figurative (or literal) passport stamps. How many different states can they earn weekend retreats in? How many different countries can they see because of your company? How many different concerts? Super Bowls, the World Series… whatever it is…keep the “collection” in place—just swap out the elements for things that will resonate even more with today’s seller. And worried about those events? Still recognize…but highlight those achievements instead. The love language of the younger generation is firmly rooted in experiences. Experiences that enrich their lives and—most importantly—that photograph beautifully. Because if you can’t share it on Instagram…did it really happen? So that covers the first part of recognition and what makes tomorrow’s sellers feel valued, celebrated and will make them want to stay forever. Please look out for the next article where we jump into all things promotional. What works? What doesn’t? How much is too much? Each generation, as they say, has big feelings on this issue. Can’t wait to share them with you. DSN

WANT TO KNOW HOW ATTRACTIVE YOUR COMPANY IS TO EACH GENERATION? Scan here to schedule your Generational Attraction Assessment today, complimentary for DSN Gold and Platinum Supporters.

With 20+ years of cross-functional experience in direct selling, Heather Chastain brings a solid understanding of sales, marketing, technology, manufacturing, operations and C-Suite challenges as well as a strong collaborative and relational style of leadership to the table. Heather has held executive roles at Shaklee, Arbonne International, Celebrating Home and BeautiControl. Heather also serves as the Strategic Advisor at DSN and is the Founder & Chief Executive Officer of Bridgehead Collective.

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Direct sellers are everywhere these days, so are we.

F E AT U R E

FAC TO R

PERSONAL D E V E L O P M E N T— D i re c t S e l l i n g’s Not-So-Secret Weapon

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X FAC TO R BY BETH

DOUGLASS SILCOX

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IT WAS DIRECT SELLING COMPANIES that taught people how to become something more than they ever thought

IVING SO MUCH of our lives online as we do today— videos, memes,

influencers and friends supply no shortage of inspirational messages aimed at lifting people up and moving them forward—it can be hard to imagine a time before personal development, a time before the introspective work of improving oneself was even considered valid, let alone mainstream. But personal development was avant-garde in the late 1800s as a brand new way of thinking dawned— shifting mindsets to allow for and encourage regular, ordinary people to question, dig deep and usher forth their best selves, to take some modicum of control of their lives on the way to becoming extraordinary achievers. Integral to this paradigm shift was publisher Orison Swett Marden, who set forth on a mission aimed at educating and growing the public through SUCCESS magazine. Others would follow–the likes of Napoleon Hill, W. Clement Stone, Norman Vincent Peale and Dale Carnegie, who took up the torch through the decades, sharing insights and strategies for meeting personal goals and advancing life’s ambitions. Later, it was direct selling companies that taught people how to become something more than they ever thought possible. Legacy founders like Mary C. Crowley of Home Interiors and Gifts and Mary Kay Ash still sit in high esteem half a century later for their dedication to “growing people,” nurturing direct selling representatives into leaders through the power of personal development.

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possible.

THREE KEY T A K E A W AY S

1 / THE CHANNEL’S SECRET SAUCE

From the very beginning, the opportunity for personal development and growth has been a key differentiator and benefit of building a direct selling business.

2 / DIFFERENT VOICES, DIFFERENT PLATFORMS

Advice traditionally found in books and other printed materials can now be consumed across social media platforms and podcasts, but the quality and veracity of content varies widely.

3 / AUTHENTICITY BUILDS TRUST The most effective and enduring personal development content strips away pretense and brings genuine stories and inspiration to light.

“Our job is to build people in this industry. That’s been happening since DeVos started Amway, since Mary Kay was around. What was her goal? To teach ladies how to build a business. Mary Kay didn’t sell cosmetics. She sold the concept that they could build a business and become successful. She focused on helping them to develop, and her messages were always on personal development,” DSN Legend Rudy Revak explained. Direct selling and personal development legend Jim Rohn espoused the need for people to work harder on themselves than they do their jobs, and to replace the typical worker satisfaction question, “What am I getting?” with a truly more meaningful one, “What am I becoming?”

On the corporate side, John C. Maxwell believed leaders needed to get to know the people they were tasked with moving. “You can’t lead people anywhere until you know where they are. And a person can’t go anywhere until they know where they are,” he wrote.

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FOR THE direct selling industry, personal development is and always has been the ‘X Factor.’

In some ways, the direct selling industry became the embodiment of Maxwell’s Number One Law of Teamwork, “One is Too Small of a Number to Achieve Greatness.” He wrote, “I think in the history of mankind, no one has ever achieved greatness by themselves. They’ve always had someone help them.” Personal development was a win-win, leg-up to success that direct selling companies were willing to provide.

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Author Stephen Covey believed direct selling affirmed people’s worth and potential, opening for them alternative income streams that could make a huge difference in their lives. While author Robert Kiyosaki recommended network marketing businesses for their education systems. “Many companies in the industry are really business schools for people. The direct selling industry teaches real‑life training you can use—not the theoretical business stuff you learn in school,” he wrote. “We all have a greatness inside us,” Jeff Olson, author of The Slight Edge, said. “Sometimes, all we need is someone to help us find it, develop it and multiply it. The secret to a successful life, the secret ingredient to accomplishing all the things you want in life, is personal development.” In fact, the direct selling industry owes its success and resilience over the past century to lifting the mantel of personal development; adopting best practices for individuals, corporate and the field; highlighting its necessity in fostering successful leaders; and recognizing its ever-evolving and perpetual nature. For the direct selling industry, personal development is and always has been the “X Factor.”

X PERSONAL DEVELOPMENT

Essentials

Nick Martinez’s early favorites

were Jordan Adler’s Beach Money, Richard Bliss Brooke’s Mach 2

From classics to cutting edge, here’s

with Your Hair on Fire and Jeff

what’s currently on the nightstands and

audio from Jim Rohn’s Building

playlists of channel insiders.

Olson’s The Slight Edge. But it’s

Your Network Marketing Business that’s looped through his entire

career. “I have listened to it no less than 100 times and can probably

Blake Mallen fell into the direct

recite it verbatim.” Books by Simon

selling channel at 19 years old, and

Sinek, Ryan Holiday and Dr. Joe

it opened a whole new genre of

Dispenza and their messages

education that he loved. He keeps

about individual happiness, well-

a huge binder filled with personal

being and success also resonate

development CDs—admittedly

strongly with Martinez. “I put all my

ANGELA LOEHR CHRYSLER

some bootlegged—that rode

focus from a personal development

ALWAYS ENJOYED READING

shotgun in his car throughout his

standpoint in learning to be aware

THE CLASSICS like Napoleon Hill,

20s. If his car was moving, the

of my thoughts and feelings,

John Maxwell and Jim Rohn, along

Discman was plugged in playing

spending the majority of my time

with Jon Gordon, Andy Andrews,

one of them. “I can probably pop

thinking about what I want to

Mel Robbins, Brendan Burchard

these in 20 years later and still finish

create in life and how it feels.”

and Mark Batterson. “For me

the lines. It created the ultimate

XECUTIVE

Field leader Patrick Maser loves

the list goes on and on. Different

foundation as an entrepreneur. It

Think and Grow Rich. “I have 100

people speak to me at different

set me on that path and helped me

copies at all times for people that I

times in my own personal growth

through all the things that we go

bump into and say, ‘Hey, listen, you

process.” Chrysler says personal

through as entrepreneurs.”

got a little—you know—glimmer in your eye.’”

development “helped shape my

John Tsai remembers a retiree,

mindset, my decision making, my

aged 42, who recommended Rich

Rudy Revak considers himself

outlook, along with helping me

Dad Poor Dad. He read it and the

“very, very, very fortunate” to come

overcome fear and negativity

sequel then signed up for a course.

up under Jim Rohn. “I’m here today

especially during the uncertain

“Now, it’s just all about abundance.

because I went to his seminars. He

times of the pandemic.”

I love the mindset of abundance.

took me from being a farm boy

The more people you can help,

and helped me understand that

the more money you’ll make. The

‘For things to change, you have to

secret to living is actually giving. ‘If

change. For things to get better,

you help enough people get what

you have to get better.’”

they want, you’ll eventually get

what you want.’ Just pay it forward.”

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STELLAR RESOURCE, STELLAR SUCCESS

HEN EXP REALTY CEO

GLENN SANFORD ACQUIRED SUCCESS ENTERPRISES,

it ensured the 127-year-old brand would continue to be a trusted, curated space for

Looking Within

personal development with high-quality,

“Effective personal development today is about embracing a holistic approach and intertwining professional and personal growth on the day-to-day. It’s not just about career milestones but fostering resilience, emotional intelligence and a growth mindset,” Amy Somerville, CEO of SUCCESS Enterprises, said. Growth is not automatic. Just because we’re getting older, doesn’t mean we’re getting better. Forces of nature and life usher change that can cloud decision-making and actions. Too often, change is simply absorbed for better or worse. Revak remembers decades ago spouting a litany of excuses for sub-par performance to his upline manager, who eventually replied, “You know what’s wrong with your list of excuses? Your name isn’t at the top of it. The main reason you’re not doing well is because you need to look at yourself.” “That day, he changed my whole life in this business,” Revak shared. “I think one of the highest-value, under-promoted parts of what we do in this channel is give people access to mentors, to a peer group of positivity. It taught me the value and the impact of a mind shift, and how a single shift at the right time from the right person, in the right moment can radically change everything,” Blake Mallen, Host of the Direct Selling SHIFT podcast, said.

impactful content that breaks through today’s digital noise. Always adapting to the evolving digital landscape, SUCCESS is integrating innovative coaching techniques to help businesspeople act purposefully in their own lives. Their brand expansion strategy leverages multimedia platforms to reach wider audiences globally with the aim of maintaining relevance and staying true to their core values. “SUCCESS stands out through its timeless philosophy of holistic success—nurturing mind, body and spirit. Our brand’s authenticity, coupled with a unique blend of inspirational stories and practical advice, creates a distinctive content delivery style that resonates with diverse audiences from the new entrepreneur to the experienced business executive,” Amy Somerville, CEO, said.

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IT’S NOT JUST about career milestones but fostering resilience, emotional intelligence and a growth mindset. — A M Y S O M E R V I L L E / C EO o f S U C C ES S E n t e r p r i s e s

A Whole New Path to Growth But mentorship is only one part of the ever-growing multi-faceted world of personal development, and options for creating an intentional growth plan are seemingly endless today. Personal branding awareness and social media have transformed the way people receive personal development instruction, as well as the way they learn. Once a niche education segment heavily weighted toward printed books, now personal development touts resources of all kinds. “Social media platforms offer bite-sized, interactive content, allowing for continuous, on-the-go learning. The democratization of information has made education more inclusive and dynamic,” Somerville said. Mallen added, “I don’t just go and let Instagram or TikTok decide what it’s going to feed me. I go intentionally, look for a category or a topic or a lesson, and I’ll go down that wormhole. But it’s one of the most rapid ways to get digestible insights.”

Influencer and industry expert podcasts, coaching seminars and master classes, blogs and vlogs, micro-form social media and memes, plus direct selling industry and corporate-produced content are all out there for the taking. The number one job website in the world, Indeed, connects its 350M+ unique monthly visitors to personal development content to make job searches more effective and careers more productive. While the project management platform Hive is designed by users to help teams move faster to work where and how they want, it also provides easy access to personal development content. Coaching platforms like Better Up bring the power of transformation to the masses. Some 3,000 coaches and specialists operate in 60 languages in over 70 countries to offer localized coaching in 800 cities.

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Distributors Experience Direct Selling SHIFT

IRECT SELLING NEWS and veteran entrepreneur and direct selling executive, Blake Mallen bring personal growth and development to the distributor audience for the first time with a groundbreaking new podcast, Direct Selling SHIFT. As a trusted source and safe space, SHIFT uses an objective journalistic approach to empower direct selling entrepreneurs to amplify their impact and accelerate income. SHIFT guests share their unique struggles and the powerful shifts that led them to their ultimate success. “We’re spotlighting people in the right environments that have actually done it, lived it. We strive to offer insights the same

way that DSN does—mindful, objective and company agnostic,” Mallen said. The hard skills associated with personal development are vital to field success and Direct Selling SHIFT hopes to add a new level of access and perspective for everybody, regardless of where they live or what level of experience they may have in the industry, Mallen said. Scan the code to subscribe to Direct Selling SHIFT.

But Somerville does caution, “Not all sources are reliable, and navigating through a sea of content requires discernment. It’s crucial for individuals to curate their learning journey responsibly.” “If it’s adding to you and making you better design a system, and fitting into your life and into your team consistently, that’s what matters,” Mallen said. Whether visual, audio, short-form, long-form, book or casual podcast, a personal development journey is more than the sum of its individual parts. For lasting impact, people must not only partake in the actions but connect on a deeper level to the personal lessons they impart.

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“We’ve got to shift beliefs. We’ve got to go to the core of why we do what we do. Personal growth and development really are the things that rewire us with a belief system in order to overcome and become what we’re capable of,” Mallen said. Whether just starting out; deep in the grind; stuck in a plateau; enjoying a successful run; at the peak of the mountain; or dipping into a fall, personal development is a valuable tool and resource. “If you’re in this style of business or any business long enough, you go through all those seasons. You need a different perspective, or a set of mind shifts to move to whatever the next chapter will be,” Mallen explained.

Moving People At its heart direct selling has always moved people. This community approach sets the industry apart from any other business channel, and it is personal development that determines the type of direct selling leader, entrepreneur, coach or mentor someone becomes. It also determines their ability to move others through their own personal development journeys, so they can become the future leaders needed to propel corporate missions forward and move more people. “Personal development is vital because that’s how you bring up new people. You can’t rely on the ‘old’ leaders…you’ve got to keep replacing those people. You’ve got to have new blood coming up all the time. The way you develop new is to help them to grow,” Revak said. Field leader Onyx Coale said, “When all of us get started in this industry, each one has something different when we arrive at the table. That’s what helps some of us go fast in the beginning.” For Coale, it was a personal development journey taken two decades prior that allowed her to build her business faster when she finally said “yes” to direct selling. Confident as a pilot flying aircraft for Delta, social media influencer and field leader Nick Martinez was less so about follow-up calls when he joined the industry in 2009. In fact, he avoided them at all costs. “I realized within the first couple months that I was full of fear. Thankfully, my mentors in

“

PERSONAL GROWTH and development really are the things that rewire us with a belief system in order to overcome and become what we’re capable of. —BLAKE MALLEN /

Host of the Direct Selling SHIFT podcast

the business knew that the path to success was personal development. They encouraged me to read books and attend events.” Darnell Self, who emerged from a successful field career to become an executive, remains thankful for Jim Rohn’s program on building an unshakable character. “We built a fairly large organization because character means a lot. People would say, if they looked at the decisions I made early on in my business, ‘Why would you invest in others before you even made money yourself or for your own household?’ And it was because I learned about putting others first.”

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Winning with Authenticity In a world that makes demands on who we ought to be, it can be tough to know who we want to be. People change themselves incrementally due to the sway of others—whether it’s for love, social acceptance or as a survival instinct. But being a chameleon to fit in, isn’t authentic. And today’s world demands authenticity, especially in an industry centered on attracting and moving people toward products. While personal development gives people a pathway toward authenticity, it cannot replace the productive time/actions necessary to build a direct selling business. “The reason you’re growing yourself is to make you better when you’re doing the things to grow your business,” Mallen said. Field leader Mary Kay Kemper summed it up nicely, “Once you really start to learn who you are; what you are made of; and go on the personal development journey of really freeing yourself from life circumstances and the stories that you might have been told; the expectations that your family may have put on you; or even something like the religious and political beliefs conditioned into you as a young child…you really find who you are, you really find your people.” And in direct selling, your people will—in turn—find you. DSN d i r e c t s e l l i n g n e w s . c o m 6 1

EUROPE

DSU GOES

GLOBAL DSU Europe—A DSN First! Tring, UK

Announcing the first-ever Direct Selling University (DSU) Europe event! This event is a unique collaboration that aims to deliver the same exceptional value-focused programming and experience for European direct selling executives that DSU events are known for in the US.

THANK YOU! DSU EUROPE SPONSORS

Interested in being an EU event sponsor? Contact us at advertisting@directsellingnews.com or call/text 325.660.6725.

JUNE 5-6, 2024 Tring, UK

ABOUT DSU DSU is the channel’s largest gathering of direct selling corporate executives, laser-focused on the entire community’s growth, wellbeing and future. It’s an educational masterclass-style event with a TED-style show flow held bi-annually in the US and attended by 500+ corporate direct selling executives representing more than 150 companies.

WHAT:

A free two-day in-person event, open to active corporate direct selling executives.

WHEN:

June 4-6, 2024

WHERE:

Pendley Manor, Tring, UK All times are local. June 4, 2024 9 a.m. - 4 p.m. / CEO Forum (invitation only) 5 p.m. - 8 p.m. / Evening Welcome Reception (open to all attendees) June 5, 2024 9 a.m. - 4 p.m. / Full Day of DSU 5 p.m. - 7 p.m. / Evening Networking Reception (open to all attendees) June 6, 2024 9 a.m. - 12 p.m. / Half Day of DSU

ACCESS: ◆ DSU is free for all active direct selling corporate executives and event supplier sponsors.

Scan to Register or visit DSNevents.com for more information.

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Cheers to 20!

N DSN'S 20TH ANNIVERSARY,

we asked industry leaders and

legends to share how past evolutions and current opportunities are shaping the future of the industry.

BY SARAH PAULK

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In 2004, Stuart Johnson, now CEO of Direct Selling Partners, Direct Selling News (DSN) and NOW Tech, held a clear vision: to create a monthly publication that offered timely and useful information to direct selling executives. Today, that vision has expanded beyond a print publication to include podcasts, workshops, executive forums and informative in-person events featuring the biggest names in the industry. The format and appearance of the magazine has changed throughout the years, but the original foundation of Johnson’s vision remains unchanged.

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AS WE CELEBRATE 20 YEARS OF INNOVATIONS AND INSIGHTS, we take a look back on a few of DSN’s most important milestones. But even before DSN’s debut in 2004, Founder and CEO Stuart Johnson had an illustrious career influencing the channel. He founded VideoDirect in 1987, which ultimately became VideoPlus and then SUCCESS Partners. He launched SUCCESS Partners University, an education conference for direct selling corporate executives in 2002.

Serving the Direct Selling and Network Marketing Executive

Volume 3, Issue 1

January 2007

Young Company Focus 5LINX

Growth Fueled by New Technology GLOBALINX VideoPhone

hen a company has to rewrite its business plan, things usually haven’t been going too well. That’s not so for Rochester, N.Y.-based 5LINX™, a telecommunications company that sells its products and services through a network of dedicated independent business representatives. Just the opposite is true. Explosive growth in business operations, particularly its GLOBALINX Voice over Internet Protocol (VoIP) subsidiary, forced company executives to revise their targets significantly upward. “In March, after our Spring National, things just went ballistic,” says President and CEO Craig Jerabeck. “We’re going to finish 2006 about 50 percent ahead of plan. Then in 2007, we’re going to be almost 220 percent of our plan. We just had to rewrite the plan!” 5LINX started as a direct seller of wireless and long distance services in March 2001 when Jerabeck, whose extensive background in telecommunications included franchising wireless retail stores, teamed with Jeb Tyler and Jason Guck, now V.P. Sales & Marketing and V.P. Operations, respectively. Both CoFounders Tyler and Guck were experienced in direct selling and Tyler introduced Jerabeck to the power of network marketing. “I’d never even heard of direct selling before 1997 or so,” Jerabeck says. “5LINX started because Jeb was with another network marketing company and was trying to sell me services from his other company. As I got to know Jeb, I started to understand the power of the direct selling model, and I thought this was a great way to get an army of representatives who would be paid the way I was, which was basically paid on performance.”

5LINX’ primary product now is VoIP, a high-growth sector of the $400 billion-plus telecommunications industry. VoIP allows individuals and businesses to make voice calls using a broadband Internet connection instead of a regular phone line. According to respected independent technology research and consulting firm Yankee Group, VoIP has 5.5 million users in the United States, and that number is expected to grow to more than 20 million by the end of 2008. Worldwide usage of VoIP is also increasing dramatically. Seeing the trend, 5LINX invested about $2 million this past year to purchase the switching capability to become a VoIP carrier, establishing its presence in the marketplace and giving it flexibility in the products, plans and services it markets. Moving from being a marketer of telecommunications services to an actual carrier has propelled 5LINX into the desired state of all young network marketing companies: momentum. “When we became our own VoIP carrier, we believe that started the ball rolling and our growing to be the company that we want to be,” Jeb Tyler says. “It gives confidence in the distributors’ minds that this isn’t just an agent company or a network marketing company, but a telecommunications provider as well, and this has opened up more margins, which equals more commissions for the distributors.” 5LINX’ growth has caught the attention of the broader business community. In 2006, 5LINX came in at number 338 on Inc. magazine’s Inc. 500, a list of the nation’s fastest-growing private companies. Jerabeck says being on the Inc. 500 list had more impact on the company than he anticipated. “All of a sudden, people feel

2004

n DSN founded by Stuart Johnson

as a free monthly industry trade journal for direct selling corporate executives in a newsletter format.

2005

n The monthly printed publication launched as an evolution of the newsletter. n Stuart Johnson acquires SUCCESS magazine, a 150-year-old historical personal development publication, rebranded and modernized for today’s entrepreneurs.

DSN, now in its twentieth year of

publication, continues to be the go-to resource for well‑researched global industry news, expert insights and interviews with the founders and executive leaders behind the channel’s legacy companies and rising stars. Deborah K. Heisz, now Neora Co-CEO, and John Fleming, a DSN Legend and former Avon executive, were two of the original staff members tasked with assembling the publication’s flagship print issues. “At the time, there was no real periodical resource for legitimate news and information for people who were leading and operating direct selling companies,” Heisz said. “People were hungry for a trade journal they could rely on, and we received feedback from dozens—if not hundreds—of executives and owners across the industry letting us know we had truly filled a need.”

From a simple eight-page newsletter to the robust, global magazine it is today, DSN remains committed to supporting, informing, connecting and challenging direct selling executives across the US and around the world. “I planned to stay for two to three years, but I remained Publisher and Editor in Chief for nine,” Fleming said. “We started by building something relevant and, in many ways, it has become far more relevant than we ever envisioned.”

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n The Global 100 List and annual awards event/banquet begins. n Bravo Leadership Award debuts.

2009

2008

n SUCCESS Partners Launches SUCCESS from Home, a national monthly newsstand publication, featuring a deep dive into a single direct selling company in each issue.

Twenty Years of Industry-Changing Trends

The past two decades have been host to some of the most dramatic shifts in the channel, including the proliferation of the internet; the broad adoption of mobile devices; and pandemic-induced social distancing that forever changed the way shoppers buy products and interact with brands. With each paradigm shift, the direct selling industry learned to evolve and adapt. We asked these executives: In the last 20 years, what changes have had the greatest impact on the industry?

“

THE VAST MAJORITY of companies started in the industry by sharing products at home parties. Now, we’re sharing the opportunity virtually and across the globe without concern for physical barriers. Digital platforms forced all of us to adjust, while opening up a world of opportunity.”

— M A R K P E N T EC O S T / It Works! Founder and Chairman

“

THE OPERATING landscape has permanently changed. Millennials want their own gig, but the average direct-to-consumer venture lacks the ability to scale up the way a direct selling company can with sales organizations.” — R I C K G O I N G S / DSN Legend, Chairman Emeritus and former CEO of Tupperware Brands

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n SUCCESS Partners debuts custom publications such as Be Happy, Essential Oils and Connect to support sales and marketing needs of companies.

n Bravo Legacy and Growth Awards debut.

2018

2012

2015

n DSN introduces the Best Places to Work awards for direct selling. n First invitation-only CEO Summit is held.

“

TWENTY YEARS ago, signups and applications required a stack of paper. Today, it’s all done digitally. Technology has enabled much more efficient point-of-sale transactions and created the ability to connect and communicate with more people.” — J O H N A D D I S O N / Addison Leadership Group; Board Member for Primerica, LegalShield; Senior Advisor to Utility Warehouse

“

THE DIGITAL revolution of the early 2000s felt, at the time, like a once-in-a-lifetime revolution, but it proved to be just the beginning of an avalanche of technology and business models that would profoundly change the world around us. Through all of these changes–the rise of social media, gig platforms and AI, and the challenges of the pandemic—we have demonstrated that, as a channel, we can adapt and evolve quickly.

“

TECHNOLOGY HAS been the biggest gamechanger for us. I believe you have to have a robust strategy in both automation and face-to-face interactions for success in today’s marketplace. It is a delicate balance. Simplicity and speed can be the difference between success and failure.” — K E V I N G U E S T / USANA Executive Chairman

— J O H N PA R K E R / Amway Chief Sales Officer d i r e c t s e l l i n g n e w s . c o m 6 9

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n Inaugural Bravo Lifetime Achievement Award bestowed. n DSN Dashboard, a weekly email recounting the week’s top stories, launches.

2019

LEGENDS

2020

n SUCCESS Partners University is presented virtually during the pandemic. n DSN VIP Text Community—featuring breaking global news alerts—launches. n DSN On-Demand Library curates content from virtual and live events as a resource for executives.

The Next 20 Years

Lessons from the past 20 years have illustrated that change is not only inevitable; it is a critical part of healthy evolution. It was by welcoming social media, ecommerce and a digital-first footprint that the industry was prepared to not only survive but thrive during the pandemic. And as industry leaders look to the horizon, it will be that same bold approach and nimble, open mindset that will prepare the next generation of direct sellers for success. We asked these executives: What actions should leaders be taking now to prepare for the future?

“

WE NEED to remember what got us here. We have always been an industry that focuses on building people, and then those people go on to build our business. We can ensure our future success by remembering that the most valuable asset any direct selling company has is our loyal, hardworking distributor field!

— R U DY R E VA K / DSN Legend, Founder of Symmetry and Xyngular

“

AS TECHNOLOGY continues to create opportunities and disruptions, I believe the future of direct selling will have to be centered around community and the social dynamic in our businesses. Great products, compelling income opportunities, competitive customer and representative experiences will continue to be basic requirements, but the community and social experiences we offer can be real differentiators.

— J O H N PA R K E R / Amway Chief Sales Officer

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n DSN introduces deep dive workshops and topic-based webinars. n Bravo Impact Award debuts.

2022

2021

n DSN transitions to a multi-media brand with the debut of a new website and two new podcasts, the DSN Podcast launching in February and Direct Approach hosted by Wayne Moorehead in June. n SUCCESS Partners University rebrands as Direct Selling University and increases to twice a year. n DSN introduces the DSN Legends Awards and Documentary Series honoring executives with 50 years of experience with an inaugural class of six. n Bravo Global Good Award debuts.

“

WE EMPOWER women and others to work a meaningful business in pockets of their day. That’s the best part of direct selling. That’s how we win. We must continue to create and emphasize this opportunity—the side hustle is always in style.

— S A R A H S H A D O N I X / Scout & Cellar Founder and CEO

“

LEADERS IN the channel should plan for growth. Those who stay current by investing in the technologies of today and tomorrow—including new ways to purchase, improve speed to customer and product value—will thrive.

— J O N I R O G E R S - K A N T E / SeneGence Founder and CEO

“

DIRECT SELLING will continue to thrive where the exchange of value is ongoing and supportive—like in following a nutrition or fitness plan—because of the importance of accountability to achieve success, but we need to acknowledge that affiliate marketing will replace network marketing where the relationship is purely transactional.

— C A R L DA I K E L E R / BODi CEO

“

PERSONALIZATION and integration of AI in customer service are trends that we find exciting and that we are integrating into our strategy. Direct selling is also very unique; we never work solely online or offline. The future is hybrid, and we are relying on hybrid solutions in our strategy and development to be active pioneers in our industry. — R O L F S O R G / PM-International Founder and CEO d i r e c t s e l l i n g n e w s . c o m 7 1

C O V E R

S TO R Y

C H E E R S

2 0 !

n Inaugural DSU Europe

event happening in June in the United Kingdom

2024

2023

n Bravo Innovator and Excellence Awards debut. n Launch of Direct Selling SHIFT podcast with

Blake Mallen. This is DSN’s first content initiative for a distributor audience.

Creating a Lasting Impact

DSN has always strived to stay on the cutting edge of direct selling trends, news and thought leadership through its educational initiatives and events. We asked these executives: How has DSN’s coverage and perspective impacted your businesses over the past two decades?

“

DSN HAS CHALLENGED the way I think about our business and the future of our channel. It helps me sift through the hype and understand the real innovations and opportunities that will shape our future. I am so grateful for the connections and insights that DSN has brought to me and our industry.” — J O H N PA R K E R / Amway Chief Sales Officer

“

WHAT DSN PROVIDES is something critical for the industry: a collegial way to share best practices with one another. One of the great things about the direct selling industry is people’s willingness to share both their successes and failures. DSN gives executives a way to learn and grow their businesses.

— J O H N A D D I S O N / Addison Leadership Group CEO; Board Member for Primerica, LegalShield; Senior Advisor to Utility Warehouse

“

DSN IS A POWERFUL SOURCE of knowledge, allowing companies to learn from each other and grow. DSN has always offered great insights and innovative ideas. When there can be criticism of our industry, it’s important to have a platform like DSN to speak of the positive impact we’re having around the world.

— M A R K P E N T EC O S T / It Works! Founder and Chairman

“

DSN IS AN important forum for keeping abreast to fast changing forces and how others are approaching and adapting to remain vital and resilient.

— R I C K G O I N G S / DSN Legend, Chairman Emeritus and former CEO of Tupperware Brands

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2 0 Y E A R S of

D S N Aw a r d W i n n e r s

ACH SPRING at the Global Celebration, DSN honors the companies and executives that are setting the standard for excellence in the channel. Recognizing everything from Sales, Innovation, Leadership, Growth

and Environmental and Social Responsivity, the Bravo Awards bring honor and positivity to the industry.

Impact Award 2023 n Princess House n LimeLife by Alcone n LegalShield 2022 Scout & Cellar n Plexus n

Excellence Award Winner 2023 n John Parker / Amway

Innovator Award Winner 2023 n FASTer Way to Fat Loss

Global Good Awards 2023 n Arbonne 2022 n Natura &Co

Growth Awards Leadership Award Winners 2023 n Rolf Sorg / PM-International 2022 David Holl / Mary Kay

2021 n Kevin Guest / USANA 2020 Carl Daikeler / Beachbody n Orville and Heidi Thompson / Scentsy n

2019 n Jessica Herrin / Stella & Dot 2018 Joni Rogers-Kante / SeneGence

2017 n Mark Pentecost / It Works! n Jim & Kathy Coover / Isagenix 2016 n Magnus Brännström / Oriflame

2023 DOMESTIC n Princess House n eXp Realty INTERNATIONAL PM-International

2022 DOMESTIC n OPTAVIA n eXp Realty INTERNATIONAL PM-International

2021 DOMESTIC n Colorstreet n eXp Realty INTERNATIONAL Herbalife n PM-International n

2020 OPTAVIA

2019 HempWorx/MyDailyChoice n Colorstreet

2021 n Nu Skin

2015 n Jere Thompson / Ambit

Lifetime Award Winners

2013 Alessandro Carlucci / Natura

Legacy Award

2023 n Rudy Revak 2019 J Stanley Fredrick

2016 John Fleming

2014 Truman Hunt / Nu Skin

2012 n Doug DeVoss / Amway

2018 MONAT

2018 n D Gary Young / Young Living

2011 Greg Provenzano / ACN

Direct Selling Legends Award

2010 John Addison & Rick Williams / Primerica

2018 n Jerry Brassfield n John Fleming n Rudy Revak n Rick Goings n Stan Fredrick n Larry Thompson

d i r e c t s e l l i n g n e w s . c o m 7 3

C O V E R

S TO R Y

C H E E R S

2 0 !

“

DSN is my ‘go-to manual’. – J O N I R O G E R S - K A N T E / S e n e G e n ce Fo u n d e r a n d C EO

“

THE DSN ARTICLES and DSU events have been an amazing asset to the corporate leaders of this channel. They both create opportunities to gain valuable information, ideas and strategies, and they give guidance during changing and challenging times.

— R U DY R E VA K / DSN Legend, Founder of Symmetry and Xyngular

“

DSN CONTINUES to be an important voice and resource for steering the direction of this method of sales and marketing. It’s easy for institutions and regulators to lose sight of the individuals who legitimately use direct selling as their livelihood. DSN helps us all remember who is most important in this industry, and it’s not the company—it’s the distributors and customers.

— C A R L DA I K E L E R / BODi CEO

“

WHEN DSN STARTED, I remember thinking: ‘Finally! One place to get timely, reliable and insightful information on other direct sellers.’ Before DSN, people had to constantly scan multiple sources. It was very easy to miss company announcements and releases because so many direct sellers were private or just starting out. — DAV I D H O L L / Mary Kay Chairman and former CEO

“

DSN IS MY ‘go-to manual’ when I have questions; seek insight; look for surveys; or simply look for inspiration when I need it. I never throw away a publication, as I know I’ll need to refer to it one way or another. It helps me stay informed and current with what is going on in our channel.” — J O N I R O G E R S - K A N T E / SeneGence Founder and CEO

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“

THE COMMUNITY GAINS so much strength when we all work together, and DSN makes that happen. They are invaluable to the ongoing growth and professionalism of this industry, and I am so grateful for their work.” — M I C H E L E G AY / LimeLife by Alcone Co-Founder & Chairwoman

“

THE COVERAGE of the direct selling landscape in DSN is like no other, providing a clear and nuanced view into an industry that thrives on personal connections and innovative strategies. The articles are a testament to the precise research and commitment to detail that the team embodies, making Direct Selling News an invaluable resource for anyone involved in or interested in the dynamic world of direct sales. It’s journalism that not only informs but enriches and compliments the conversation around this unique sector of commerce. — R O L F S O R G / PM-International Founder & CEO

Building a Legacy Meant to Last

Reflecting on the past 20 years, the DSN team continues to build and plan for an even brighter future with more events, global coverage, expanding platforms and an unflinching grasp of Johnson’s original vision. The next 20 years will expand on that relevancy and commitment, providing more insights, developing broader resources and presenting more opportunities to support the executives working diligently to strengthen and scale the one-of-a-kind entrepreneurial possibilities found within the direct selling channel. DSN

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C O V E R

S TO R Y

B O L D

N E W

D I R EC T I O N

A BOLD NEW DIREC TION DSN looks ahead laser focused on the global channel and the executives who lead it.

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WE REMAIN MOST EXCITED about how we can best serve the channel for the next 20 years and beyond.

BY D S N E D I TO R I A L S TA F F

w w w. d i r e c t s e l l i n g n e w s . c o m 7 7

C O V E R

> S TO R Y

B O L D

N E W

D I R EC T I O N

“

WE DO A PHENOMENAL JOB of identifying, informing and educating on trends in the domestic market, and I look forward to bringing that same kind of thought leadership to the industry outside of the US.

– S T U A R T J O H N S O N , / Founder & CEO, DSN

IRECT SELLING NEWS (DSN) has been the leading journalistic resource for the direct selling channel for 20 years. We proudly provide valuable insights, education,

stories, recognition and more as FREE resources to drive greater

WE LOOK FORWARD

to our next 20 years

organizational success and edify the channel and its participants. This includes:

and beyond by taking a

more global approach to our coverage and to the companies we

proudly serve.

Over 200 issues of DSN, offering a wealth of knowledge, insights

and global industry updates. n

Since October 2020, six Direct Selling University (DSU)

educational events and six workshops, resulting in an impressive 70+ hours of content. n

The Direct Approach podcast has garnered over 28,000 unique

downloads across almost 70 episodes and counting. This podcast provides a platform for thought-provoking discussions; real‑world expertise; and industry insights, ensuring our audience stays informed and inspired.

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Our two-decade legacy, extensive content library, educational events, recognition programs, podcasts and access to cutting-edge trends are all designed to propel direct selling organizations toward greater success. But we have never been a brand that rests on its laurels—we look forward to our next 20 years and beyond by taking a more global approach to our coverage and to the companies we proudly serve. Our new international focus has sparked many exciting ideas and opportunities, including the firstever DSU event taking place in the United Kingdom in June of 2024. Founder and CEO Stuart Johnson explained why this move is so important to the DSN brand. “Direct selling is truly a global opportunity—for companies and for the field. It’s important that our coverage reflects that. So, to that end, we continue to grow our relationships with companies outside of the United States. We also want to provide a truly global perspective on what’s happening in the channel to US-based companies. I think we do a phenomenal job of identifying, informing and educating on trends in the domestic market, and I look forward to bringing that same kind of thought leadership to the industry outside of the US. An international DSU event is the first logical step in that evolution.” You’ll also see more international stories in the pages of DSN and online. Publisher Patricia White shared her thoughts on the brand’s more comprehensive approach. “In 2024 and beyond, you’ll see more spotlights on companies based outside the US; more coverage on issues facing those companies; and practical advice for US companies looking to expand their brands globally.”

A BOLD NEW DIREC TION It’s a key evolution for the brand that has re-energized the DSN team. As Chief Brand Officer Shelley Rojas said, “There is so much energy and excitement at DSN as we celebrate this important milestone. We have continued to evolve as the channel has by embracing new technologies and platforms to expand not only our coverage but how we deliver our journalism. Our podcasts and educational events along with recognition and research have helped us understand the channel better and also increased our ability to bring information to our audience faster. We’re looking to add more digital-only and digital-first content to increase our speed, responsiveness and flexibility.” Another bold step in DSN’s evolution is the recently introduced Direct Selling SHIFT podcast with Blake Mallen. This is the first time the brand has specifically produced content developed for distributors. “Bringing content for the field under the larger DSN umbrella signifies a huge opportunity to broaden not only our audience but our knowledge base,” explained Johnson. This is just the first of many planned initiatives for the field in the brand’s future. While it’s important to acknowledge all that DSN has accomplished in the past two decades, we remain most excited about how we can best serve the channel for the next 20 years and beyond. And we thank each of you for your partnership, vision and dedication to the channel—we could not cover and serve the direct selling community without your support, enthusiasm and candor. DSN

d i r e c t s e l l i n g n e w s . c o m 79

F E AT U R E

D I V E R S I T Y,

THE

EQ U I T Y

I N C LU S I O N

BUS INES S

C AS E

FOR

D I V E R S I T Y, EQUITY & INCLUSION THE FIRST IN A SERIES: JOHN FLEMING’S PERSONAL PERSPECTIVE

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I V E R S I T Y. E Q U I T Y. I N C L U S I O N . S E L D O M HAVE THREE WORDS BEEN PACKED WITH SO MUCH POTENTIAL, YET ALSO MIRED I N C O N T R O V E R S Y. They can be bounced around like

political footballs; serve as HR “to-do” boxes aimed at maintaining a status quo; or be harbingers of real change that accelerate the success of the people, companies and industries BY BETH

who understand that there’s a business case to be made for DEI and widen their strategic planning accordingly.

DOUGLASS SILCOX

“Diversity is real. Diverse people do things differently. Diverse means we often live differently; have different priorities; eat differently; raise our kids differently; dress differently; wear our hair differently; we even worship differently,” John Fleming, a consistent advocate of the direct selling industry with a storied, decades-long career at Avon, who also helped build Direct Selling News (DSN) as its one-time Publisher and Editor-in-Chief, explained. Fleming’s wide-angle perspective on DEI comes from decades spent in executive board rooms, where his thinking and performance track record supplied valuable input on strategic planning and problem-solving. But he’s well aware that undercurrents existed, as typically the only African‑American in the room and a looming temptation for HR to check a few “diversity” boxes.

d i r e c t s e l l i n g n e w s . c o m 81

F E AT U R E

D I V E R S I T Y,

EQ U I T Y

I N C LU S I O N

The Multi-Dimensional Potential of DEI

“I

PASSED ON MANY I N V I TAT I O N S TO B E PA R T O F COMMITTEES AND SPECIAL T A S K F O R C E S when I knew or surmised that

the real objective was to try to check a few boxes without disturbing the status quo,” Fleming said. So, Fleming comes at DEI with a uniquely informed perspective—one encompassing his life’s work within the direct selling industry, as well as one formulated in the potential and eager anticipation of its future. It’s with the future in mind that DSN—supported by Fleming’s expertise—rethinks DEI and pushes its evolution from a one-dimensional HR-driven program to a multi-dimensional business growth strategy. This is the first in a series of articles we’ve entitled, The Business Case for Diversity, Equity and Inclusion. Our hope is that readers use this as a primer to better understand DEI; sort out the state of DEI in their companies; and expand their thinking about its potential in helping them meet strategic goals. Subsequent articles in this series will feature case studies of direct selling companies who have adopted DEI as a business growth strategy. We want to look in-depth at their decision making, action plans and results. If your company is actively participating in a multi-dimensional DEI business growth strategy and would like to share with our readers, please reach out to DSN Publisher, Patricia White.

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Often, DEI falls under the auspices of HR. It is here where programs are established to foster a welcoming work environment for under-represented groups, while simultaneously protecting the company by eliminating bias and unfair discrimination in the workplace that could constitute a violation of law. And while those efforts are vital to employee, cultural and corporate growth as well as maintaining proper legal standing, Fleming believes DEI holds even greater potential when considered as a multi-dimensional business strategy. The business case for DEI lives not in the one-dimensional HR world, but rather in the realm of market growth potential, strategic business acquisition, customer/ representative targeting and results-oriented communication, all of which drive profitability.

Going Global or Staying Home Going global has long been the steppingstone of choice by direct selling companies seeking to make leaps forward in market growth. And it’s no wonder looking at the World Bank’s 2022 Top 15 GDP list.

WORLD BANK’S 2022 TOP 15 GDP LIST COUNTRY

GDP 2022

$20.89 trillion

China

$14.72 trillion

Japan

$5.06 trillion

Germany

$3.85 trillion

United Kingdom

$2.67 trillion

India

$2.6 trillion

France

$2.63 trillion

Italy

$1.89 trillion

Canada

$1.64 trillion

South Korea

$1.63 trillion

Russia

$1.48 trillion

Brazil

$1.44 trillion

Australia

$1.32 trillion

Spain

$1.28 trillion

Indonesia

$1.05 trillion

THREE KEY T A K E A W AY S

1 / THE US IS INCREDIBLY DIVERSE

While many companies focus on global expansion, significant niche markets exist within the United States. Targeting them can be just as—if not more—lucrative.

2 / YOUR DECISIONS MAKERS SHOULD REFLECT YOUR MARKET

To make a successful run at any international market takes commitment to research and fostering in-depth understanding of economic and cultural landscapes very different than the United States. “It has always been interesting for me to observe that when we decide to go global for strategic growth reasons, we are actually committing to DEI. Yet, we may not be as committed when we manage the same enterprise locally,” Fleming said. Fleming’s point is that there is intrinsic value in companies parsing out and capitalizing on the strengths and potential we have here at home when it comes to DEI. No country outpaces the US in terms of GDP, standing at $20.89 trillion. And our segmented annual purchasing power of ethnic- and age-based groups mirrors the GDPs of entire countries.

SEGMENTED ANNUAL US PURCHASING POWER COUNTRY

GDP 2022

Seniors

$1.6 trillion

Gen Z

$140 billion

Millennials

$600 billion

Native American Indian

$155 billion

Hispanic

$1.7 trillion

African American

$1.6 trillion

Asian

$1.3 trillion

If you don’t understand your target audience, you can’t reach them effectively. You must include a diverse group at your corporate table to make sure your messaging resonates.

3 / IGNORING DIVERSITY INITIATIVES PUTS YOUR COMPANY AT RISK

Business models without a mindset focused on inclusion risk becoming out of touch and irrelevant to today’s consumers and prospects. It’s the right thing to do for both ethical and practical reasons.

“The United States is the most diverse marketplace in the world. However, many businesses go global to access talent pools, reach new markets and hopefully activate new growth opportunities,” Fleming said. He believes there are cost-effective growth opportunities right here at home—driven by the same DEI principles now used by companies in international expansion—without the challenges faced when going global. “Theoretically, a new company could build a successful enterprise targeting any one of the consumer segments. Some of the segments are as large as other countries, and they are all within the borders of the United States of America,” Fleming said.

d i r e c t s e l l i n g n e w s . c o m 8 3

F E AT U R E

D I V E R S I T Y,

80%

EQ U I T Y

I N C LU S I O N

OF CONSUMERS ARE MORE LIKELY TO BUY FROM BRANDS THAT TAILOR EXPERIENCES TO CUSTOMER PREFERENCES.

Who Do You Invite to the Table? In his experience, Fleming believes there to be three steadfast rules, if not universal laws, direct selling companies should follow when strategizing about new business acquisition.

1/ It is difficult to understand the motivations of women without including women in the conversation. 2/ It is difficult to understand the nuances of

ethnic groups and their cultural differences if such representation isn’t included in the conversation.

3/ Pictures and data don’t tell the whole story. Relying on data alone often results in a lack of understanding about diverse groups of people and misunderstandings about DEI and its potential. Evolving Business Growth through DEI How then might a company take effective steps toward a multi-dimensional DEI business growth strategy here at home? The first step in making a business case for DEI is knowledge. Fleming vividly remembers a mandatory course called “Finance for Non-Finance Managers” during his years at Avon. “It helped to change my thinking from the more emotional, optimistic mindset to a more strategic mindset.” Such a course teaches the essence of the business model and the reasons for its existence. It focuses on how the business grows and the importance of gaining market share in the marketplace. It also teaches people how to think strategically with clarity and purpose, no matter which department is leading a conversation. The goal, Fleming said, is to develop a keen, company-wide understanding of the financial components necessary to grow a business. It is possible to cultivate a group dynamic and mindset that is mindful of growth, regardless of proximity to sales and marketing efforts.

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An estimated 80 percent of consumers are more likely to buy from brands that tailor experiences to customer preferences, and emotionally connected consumers are two times more valuable than highly satisfied ones. In the past, direct selling as a channel of distribution, was highly dependent on the field of independent contractors to lead new business acquisition. Grassroots prospecting recruited customers and distributors/consultants primarily from existing field networks. But today, companies have more options and greater control. They use marketplace research and data to strategize new business acquisition, and then provide intermediaries in the field with the right tools, at the right time and using the right messaging to reach target markets more effectively. So, who sits around the conference table giving input during new business acquisition strategy sessions makes a big difference. According to Innovation, Diversity and Market Growth, a white paper put forth by researchers from the Center for Talent Innovation, teams that have one or more members who represent the gender, ethnicity, culture, generational or sexual orientation of a target market are as much as 158 percent more likely to innovate effectively for that end user.

“

IT APPEARS LOGICAL that those who represent the various segments might bring new and relevant ideas to the conversations and decision making. —JOHN FLEMING

Granted, some geographies are less diverse than others, and therefore have less diverse hiring pools. And the industry has long favored sales and marketing candidates who possess experience related to direct selling. But Fleming posits, neither is an “acceptable rationale for not pursuing diverse talent that might serve to improve every facet of the business model, especially the sales and marketing effort.” Colleges and universities are in the business of doing this. They recruit raw talent and potential, then proceed to develop those individuals over time. Perhaps the direct selling industry would be better served if it looked at leadership recruitment in the collegiate way—discover, mentor and develop. “It appears logical that those who represent the various segments might bring new and relevant ideas to the conversations and decision making,” Fleming said. But as Forbes reported, “Implicit biases are driving certain employees out of leadership positions and resulting in a less diverse workforce, impacting the bottom line.” According to the American Psychological Association, “Individuals’ perceptions and behaviors can be influenced by the implicit biases they hold, even if they are unaware they hold such biases. Implicit bias is an aspect of implicit social cognition: the phenomenon that perceptions, attitudes and stereotypes can operate prior to conscious intention or endorsement.” “Throughout the world, we have economies that are built, developed and managed by people who do not look or think exactly the way we do, nor speak our language. They not only survive; they also thrive and compete effectively,” Fleming explained.

Business models without a DEI focus may limit their effectiveness in attracting broader marketplace support that stakeholders and investors expect. They may also hinder the ability of their brand partners and affiliates to expand their independent businesses in a marketplace of opportunity that is now larger than a single individual’s identity—a marketplace that is increasingly built upon numerous authentic voices coming from diverse groups of people. “We can choose what we do and how we do it more so than our counterparts in any other nation,” Fleming said. “Therefore, we can choose to determine what matters most.” That applies to not only consumers whose loyalty direct selling companies covet, but also the contemporary decision makers who seek effective strategies to expand available market share segments. Perhaps, it’s time to re-frame those conversations and ask a new question: What is our effective market share within the segments that are important to us? “Once we clearly understand the business case for being diverse in the decision-making ranks of the company, the clearer we become about the value to be gained from thinking and planning that offers a diverse perspective. To think, plan and budget effectively, how we attract diverse segments requires representation that understands the targeted segments,” Fleming said. It is precisely what direct selling companies do when opening international markets. “Why would we ever think that we can operate differently locally, if we are intent upon growing market share?” Fleming asked. DSN

Choosing Who and What is Most Important

S H A R E YO U R D E I S U C C E S S S TO RY

It is certainly possible to live within and operate a business in the most diverse country in the world without appealing to broader, more diverse audiences. But doing so is not without risk.

We’d love to hear how your company adopts a progressive, growth-oriented approach to DEI. Please contact our Publisher Patricia White at pwhite@directsellingnews.com. You could see your company’s story featured in a future article in DSN. d i r e c t s e l l i n g n e w s . c o m 8 5

D E PA R TM E N T

FO R

YO U

FO R

YO U R

F I E L D

F or 6Y ou VERYTHING we think you (and your field) should be reading, listening to and utilizing in order to stay engaged, informed and one step ahead. BY CHELSEA HUGHES

B LO G /

The 360 Blog for C-Suite SALESFORCE

As the world’s leading customer relationship management (CRM) software, Salesforce helps businesses track customer interactions and sales data. So it’s no surprise that the brand is also a thought leader in the business world, publishing key insights on their popular site, The 360 Blog. Posts aimed at the C-Suite cover timely subjects like leading through change, the future of work and incorporating data into your business strategy to drive performance. You can also sign up for Salesforce’s free newsletter to have targeted content sent straight to your inbox.

A I TO O L /

Qloo BOOK /

Collaboration Is the New Competition

When launching your brand into new countries, it can be challenging to understand your new market. Qloo is a

BY PRISCILLA MCKINNEY

“privacy-first cultural AI” that decodes global consumer

Since complex business issues can be solved

taste—which provides businesses with predictions to help

faster and more efficiently as a team,

customize products and marketing assets to each culture’s

collaboration is displacing competition as an avenue to success. In her groundbreaking book, Collaboration Is the New Competition, author Priscilla McKinney explains how to create the ideal environment for strategic

wants and needs. The platform has a deep understanding of over 575 million cultural trends and preferences, including brands, media, travel and more. Detailed

collaboration; establish rules of engagement;

compound queries on demographics, psychographics and

decrease frustration; and amplify wins.

buying patterns to improve international expansion and customer experiences.

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F or Y ou6r F i e l d

“

WORDS TO LEAD BY:

A team is not a group of people who work together. A team is a group of people who trust each other. — S I M O N S I N E K

WEBSITE /

Psychology Junkie SUSAN STORM

While personality tests like Myers-Briggs Type Indicator (MBTI) or Enneagram are helpful in self-discovery, applying the results of these personality tests in the office can give your organization an edge. The Psychology Junkie website provides free tests to help you discover your results—but more importantly—the site hosts a treasure trove of meaningful content to help you understand the meaning and application of your results. The Psychology Junkie offers fascinating articles to help you hire, train, lead, communicate with and understand

BOOK /

The Greatness Mindset: Unlock the Power of Your Mind and Live Your Best Life Today BY LEWIS HOWES

Mindset is everything—but that’s easy to forget as a new entrepreneur struggling with impostor syndrome. Using sciencebased strategies, personal stories and a step-by-step approach, best-selling author Lewis Howes helps readers make a mental paradigm shift in his book, The Greatness Mindset. Through defining a mission to enhance purpose; identifying root causes of fear; ending self-sabotaging thoughts; and manifesting greatness, Howes can help your field design the life of their dreams.

your team in new and effective ways.

P O D CA ST /

Selling Made Simple and Salesman Podcast SALESMAN.COM

Looking for personal development on the go? Most episodes of Selling Made Simple have an average runtime of 4-15 minutes, making it the perfect learning tool for even the busiest entrepreneur. Host Will Baron teaches how to find buyers and win business using modern, effective, ethical strategies. Popular episodes discuss crafting the perfect elevator pitch; reducing anxiety; understanding your prospects; and closing the sale. DSN

d i r e c t s e l l i n g n e w s . c o m 87

30K+ Unique Downloads

and Still Growing Strong THE DIRECT APPROACH WITH WAYNE MOOREHEAD— CANDID AND INSIGHTFUL CONVERSATIONS ABOUT TODAY’S EVOLVING CHANNEL. SINCE LAUNCHING in June 2021, the Direct Approach podcast has been providing direct selling executives an in-depth look at the biggest challenges facing the channel—and unique solutions for tackling them. Wayne and the rest of the DSN family would like to thank our growing audience and the 60+ executives and guests for their candor and participation.

MEET THE HOST

Wayne Moorehead has deep experience in

marketing and brand strategy. He has applied his expertise and passion to help companies (from startups to Fortune 100) define, communicate and activate their brands. Wayne’s rare blend of experience and success has shaped his philosophy on effective growth strategies, and he believes the future of the channel will blend the best of direct selling with the best of direct-to-consumer.

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Here’s a snapshot look at recent episodes!

[ EPISODE 67 ] Strategies for Managing a Large

[ EPISODE 68 ] Navigating the Digital Landscape

Beutler, CEO of Sunrider International

of Marketing, USANA

Product Portfolio with Sunny

SUNNY BEUTLER’S inspirational story began with stuffing envelopes in customer service and has landed with her current role as CEO of Sunrider International, a 41-year-old company which operates in over 40 countries. Sunny’s background in International Studies and law adds a distinct layer to her hands-on leadership style and global outlook. IN THIS EPISODE Sunny provides practical insights into the management of an extensive product portfolio and the complexities surrounding international operations.

with Ashley Collins, EVP

ASHLEY COLLINS has more than two decades of experience in PR, marketing, communications and advertising. In her role at USANA, she provides executive oversight of product marketing, portfolio management, digital marketing and social media to build the brand’s value proposition and create an exceptional customer experience. IN THIS EPISODE Ashley offers a masterclass on how to navigate the changing landscape of marketing including digital, affiliate programs, data-driven decision making and more.

NEVER MISS AN EPISODE —2024 promises to be another year of insights, tips, takeaways and action items provided by some of the most notable names in the channel. If it’s impacting direct selling, Wayne and his guests will be talking about it on the Direct Approach. New episodes drop

every other Thursday—make sure to subscribe!

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IT’S TIME

MAKE THE SHIFT TO

“

MY GOAL FOR THE SHIFT is to offer a safe and inspiring environment where direct selling high performers and experts can openly share their most powerful shifts helping to accelerate their business and our channel today. —BLAKE MALLEN Billion-Dollar Brand Builder, Community Marketing Expert & Host / Direct Selling SHIFT

DSN’S NEWEST PODCAST—HOSTED BY

BLAKE MALLEN — DELIVERS INSPIRATION, EDUCATION AND PURPOSE TO THE FIELD.

New episodes drop every Monday!

John Tsai

“

Mary Kay Kemper

BE HUMBLE, or you will

YOU HAVE TO surround

be humbled—real quick!

yourself with people that

Sometimes, you have to get

are saying, and thinking and

burned before you learn.

doing big things.

SHIFT Summaries

After every episode, Blake will give you his key takeaways in a follow-up podcast, helping you maximize and optimize the information in practical action items you can implement right away. SHIFT Summaries drop every other Monday following a guest appearance.

“

SUBSCRIBE TODAY!

DON’T MISS AN EPISODE! Scan the QR code or subscribe wherever you listen to podcasts. New episodes drop every Monday.

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P I C K YO U R E U E X PA N S I O N STR ATEGY Three proven approaches to help your US-based company find its footing in the European Union. BY J É R Ô M E F R E Y TAG

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EACH MARKET within the EU should be treated as its own unique entity. Europe is not one monolithic market.

ALMOST a quarter of industry sales originate in Europe.

WHILE THERE ARE PLENTY OF CHALLENGES, the US offers a unique competitive advantage in their proclivity for storytelling and innovative digital resources.

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RANCE, GERMANY, ITALY AND POLAND ALONE accounted for more than $30 billion in industry retail sales in 2022. The European Union (EU) is a massive market opportunity for US-based companies interested in establishing a stronger international footprint. While there are plenty of challenges, the US offers a unique competitive advantage in their proclivity for storytelling and innovative digital resources. When Younique launched in the EU, for example, their replicated websites and live social shopping were unheard of in the region. Those tools are now industry standard in the EU, but were, at the time, a competitive edge that drew new distributors to an out-of-town brand.

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THREE KEY T A K E A W AY S

1 / THE MOST IMPORTANT LANGUAGE IS LOCAL

In the US, regional distinctions and preferences must be addressed. That’s even more important in Europe where important cultural differences and traditions are key.

2 / THERE ARE THREE VIABLE, VARIABLE STRATEGIES TO EUROPEAN EXPANSION

Whether you opt for a distributor-led, corporate-led or importer-led approach, you must familiarize yourself with the inherent pitfalls and advantages of each.

3 / PRODUCT AND OPPORTUNITY ARE EQUALLY IMPORTANT

In the EU, direct sellers of course are focused on earning potential, but they must also be enthusiastic about the products offered in order to consider joining.

For companies wanting to make a name for themselves in the EU, the common starting line is addressing the language barrier. And rightly so. Clear communication is a key component for success. In fact, EU regulations require that all clientfacing information be written clearly in the language of the country where it is presented. That includes product labels, legal documents, order forms and terms of service. Companies who take those efforts a step further to localize digital assets like websites, social platforms and sales aids tend to gain more credibility and trust among distributors. Curiously, many companies operate as though the differences between launching into European markets ends with language, when, in fact, each

market within the EU should be treated as its own unique entity. Europe is not one monolithic market. US-based companies who view the EU as a homogeneous region tend to follow a similar, ineffective pattern that includes expanding all over Europe rather than focusing on major markets. For those who do prioritize major markets, many assume what works in one European country will work in another. This is a strategy for failure.

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Soft vs. Hard Launch >

HEN CONSIDERING AN EU EXPANSION, corporate leaders have differing opinions on the value of a hard launch versus a soft launch. Depending on the region, the hefty, momentum-

building investment required by a hard launch has the potential to create risky cash flow projections. On the other hand, a soft launch can help leaders test and adjust their practices to remain agile, but has the potential to slow progress. Which approach is right for your team? HARD LAUNCH

SOFT LAUNCH

PROS

CONS

PROS

CONS

DISTRIBUTOR LED >

Limited costs, quick results

If leaders fail, they lose trust

Limited costs, less distraction

Limited results, opportunity may be less appealing

CORPOR ATE LED >

Quick market penetration; gives the competitive edge of being first one in

Highest costs with no plan B; trust takes time

Allows time to hire the right team

Competitors may be quicker; could frustrate original leaders

IMPORTER LED >

Limited financial risk

Brand reputation is left in the hands of an outside entity

Market testing creates flexibility and builds relationship

Importer may be hesitant to start slow

Three Proven Expansion Strategies In my experience, US-based companies who find success in the EU follow one of three expansion patterns.

1 / DISTRIBUTOR-LED EXPANSION

Provided that cross-border sponsoring is permitted in your company’s compensation plans, allowing skilled field leaders to expand from one country to another can be a powerful way to introduce your brand to a new audience. Career leaders see untapped territory as a gold mine, particularly in border regions. Top leaders in Germany will attract distributors in France, The Netherlands, Belgium, Luxembourg, Poland, Denmark and so on, which can create a gold rush of leaders into new markets. Tailored bonuses and incentives can further catalyze this growth, even if just for a limited time. France-based company Elora utilized this method to expand organically through distributor-led soft launches into the UK and Germany with great success.

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The precaution with this method is that companies without a local expert can be too easily swayed by on-the-ground feedback. When field leaders offer input or criticism in a place where the corporate team lives, there is an inherent filter that helps the executive team sift through the ideas to separate the good from the bad. Without that localized frame of reference, bad counsel can inadvertently rise to the top.

2 / CORPORATE-LED EXPANSION

Establishing a corporate presence through local offices or headquarters is a non-negotiable for companies who are just starting out in the EU. It is also a particularly important approach for companies who anticipate fast growth and will need simplified accounting processes to comply with local tax laws.

“

MANY ASSUME what works in one European country will work in another. This is a strategy for failure.

3 / SINGLE IMPORTER-LED EXPANSION

The trend I am currently seeing is that companies tend to set up shop in the Brussels area or in the UK, Germany, Poland or France. While US-based companies may feel more at ease establishing their flagship presence in the UK, the advantages to being exclusively present in the UK are diminishing post-Brexit. If your company has already had success hiring staff to do a lot of boots-on-the-ground work, road shows and regional trainings, having a local entity with proper home offices will be crucial to support and attract this echelon of talent. I have seen the benefit of this structure with Victoria, where I work as Deputy CEO. Victoria began as a Belgium company two decades ago and leveraged our home base to launch into France, where the business truly went to the next level. Stampin’ Up! also utilized this method, leaning on a headquarters in Germany to provide in-house translations and logistical strategies in order to support additional offices in the UK and France.

Partnering with a local entity through a distribution agreement can be a benefit to companies who carry a large inventory. With this type of collaboration, the local provider bears the burden of importing while retaining flexibility around pricing and network challenges. Natural cleaning products company ENJO and Swiss herbal health and beauty company SwissJust, have both broadened their regional footprints by operating through importers. This type of working arrangement can be a tremendous advantage for companies whose primary value add is in the production of goods. A word of caution: My experience shows that it is important to be attentive to the fine print of your agreement. There is potential for inventory payment cycle headaches; lost profit with product returns that are unsellable; and hiccups with customer service that can tarnish your brand’s reputation.

The Two Key Ingredients for EU Success The direct selling opportunity in Europe is vast. According to a study from SELDIA, almost half of distributors (48 percent) named earning potential as their catalyst for joining the industry, but there is also an inherent enthusiasm for the products the industry offers (43 percent). Companies looking to make a name for themselves here would be wise to keep these numbers in mind. The business opportunity is a critical component for success here, but tangible, effective products are necessary non-negotiables. For EU expansion that makes a lasting good impression, brands need both. DSN

With 24 years of experience in direct selling, Jérôme Freytag was responsible for setting up US-based companies in Europe and consulted with companies expanding through Europe. In November 2023, Jérôme started a new corporate role as Deputy CEO with Victoria, a leader in direct selling. d i r e c t s e l l i n g n e w s . c o m 97

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IMMUNOTEC /

Immunotec: A Bold New Chapter BY JENNY VETTER

OR ANY BUSINESS THAT’S TRULY GROUNDED in science, evolution is imperative. The synergy of consistent and compelling research with a collaborative environment simply lends itself to positive transformation. Immunotec, a health and wellness pioneer with 45+ years of clinically proven results and 78 global patents, has been quietly evolving throughout its history to bring its immune-boosting products to customers around the world. Today, Immunotec is done being quiet and is excited

FOUNDED:

1996 HEADQUARTERS:

The Woodlands, Texas TOP EXECUTIVE:

Mauricio Domenzain P R O D U C T C AT E G O RY:

Health and Wellness

to boldly share both its products and the proof that’s been behind them.

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WE RECOGNIZE the pivotal role glutathione plays, not only in immune health but also in overall well-being, and we are dedicated to highlighting its significance. — M A U R I C I O D O M E N Z A I N / C h i e f E xe c u t i ve O f f i ce r

The Glutathione Leader Immunotec’s origin story began 45 years ago in a research lab, where medical researchers Dr. Gustavo Bounous and Dr. Patricia Kongshavn pioneered the development of a novel protein source that helped sustain glutathione levels in the body. Glutathione isn’t just an antioxidant— it’s considered the master antioxidant, playing a role in numerous chemical reactions in the body, detoxifying and repairing cells and metabolizing nutrients. Over its history, Immunotec has dedicated ongoing research to this critical antioxidant, exploring ways to increase its levels in the body and boost the immune system. “Immune health is a complex, yet increasingly significant topic,” shared Immunotec Chief Executive Officer Mauricio Domenzain. “Companies that want to make an impact in this space must provide unique value with precision. What excites me the most is that Immunotec, the number one leader in glutathione supplement research, is perfectly positioned for this mission. We recognize the pivotal role glutathione plays, not only in immune health but also in overall wellbeing.” With over 78 global patents and 85 published studies, Immunotec has dedicated its research and development efforts to highlighting glutathione’s significance and impact in both immune health and

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overall wellbeing. It’s flagship product, Immunocal, is a specially formulated natural protein that is the only patented glutathione precursor supplement of its kind. This foundational product has undergone extensive clinical research and demonstrates a unique impact on brain health, the immune system, antibody production, detoxification, sports nutrition and recovery. Over its history, the company has expanded its original Immunocal product to numerous specialized glutathione precursor applications that address a range of consumer needs. The flagship extends its benefits with Immunocal Platinum, tailored for Healthy Aging, and Immunocal Sport, providing added exercise benefits for sports enthusiasts.

THIS SPORTS NUTRITION LINE isn’t just popular with Immunotec customers. Over 100 elite athletes and three professional sports teams currently endorse the Immunotec line as non-paid customers.

The sports nutrition line isn’t just popular among Immunotec customers; it has endorsement from over 100 elite athletes and three professional sports teams. Notably, Immunotec serves as the Official Product Sponsor for David Beckham’s Inter Miami CF. Immunotec’s partnerships are unique; because no money is paid for product consumption. Instead, athletes and teams see results and believe in the science and quality of the products. Dawn Scott, Former Director of Performance for Inter Miami CF and now Vice President of Performance, Medical and Innovation for the

Washington Spirit recently shared why she believes Immunotec products are helpful for the team. “The quicker they can recover, the more impactful they can be at training sessions and games,” she explained. “Immunocal helps with the recovery of the body. It has strong antioxidants and antiinflammatory properties. Having the product speeds up the recovery process, and it means the player can do the next training session or game at higher intensity.” Beyond the original Immunocal formula and its applications, Immunotec offers additional products that enhance overall health, improve nutrition, help with energy and sleep and more. The complete Immunotec line is available through over 400,000 consultants in 14 countries across North, South and Central America and Europe.

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New Energy When Mauricio Domenzain joined as CEO in 2017, he was eager to positively impact Immunotec’s culture and infuse his brand of optimism into the day-to-day operations.

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“Happiness is an essential ingredient for success in life,” he shared. “When people are happy and having fun, they are more productive, creative and engaged. At Immunotec, our culture is defined by that and by a spirit of collaboration and genuine care to make a positive impact on those around us.” For much of its history, Immunotec grew slowly and steadily out of the spotlight. But today, the energy rippling through the company is palpable, and consultants are even more eager to share. Whether this fresh excitement comes from new products and partnerships; the bolder focus on educating consumers about glutathione and immune health; or Mauricio’s charismatic leadership—it’s clear something new is happening at Immunotec. During the pandemic, immune health really took the spotlight shared Sanita Rizvic, Marketing Director for North America and Europe. “At Immunotec, we want to emphasize that our dedication to immune health isn’t a recent development—it’s been at the core of our research and commitment for over 45 years. Glutathione, a key player in immune support, has been a longstanding focus for us. Our focus is communicating the advantages of our products and business opportunities in a way that resonates with the everyday person. Our field is thrilled about the new training and educational resources we’re delivering, and they value our commitment to the wellness industry. We’re deeply committed to our field leaders, corporate expertise and the strength of our team.”

“

DURING THE PANDEMIC, immune health really took the spotlight. At Immunotec, we want to emphasize that our dedication to immune health isn’t a recent development—it’s been at the core of our research and commitment for over 45 years. — S A N I TA R I Z V I C / M a r ke t i n g D i re c t o r f o r N o r t h A m e r i ca a n d Eu ro p e

Immunotec is headquartered in both the United States and Mexico, and the company’s growth in Latin America has been exponential in recent years. As Mauricio and his team work to expand Immunotec’s presence in all the markets they serve, they’ve added team members and subject matter experts that can support each region of the business. Recently, Michel Shehadi was appointed Chief Strategy Officer to spearhead the development of the company’s strategic plan and Damian Mobley joined as Chief Technology Officer to create new IT tools for the field. “Every team member—whether in the field or at our headquarters—is not just a part of the company; they are essential contributors to our collective success,” Mauricio shared. “It’s a culture where passion meets excellence, and together, we create an environment that nurtures growth and celebrates achievements. Our commitment to ‘People First’ extends beyond just words; it’s a guiding principle to ensuring support for our markets and field. The journey ahead is about creating a legacy of health and happiness, and we’re ready to take each step with enthusiasm and purpose.”

A Transformed Future The fresh energy that’s inspiring Immunotec to step into the spotlight and boldly share its groundbreaking glutathione work is driving this latest chapter of the company’s story. New key hires and investments in strategy, innovation and efficiency are all part of Immunotec’s latest evolution. As Immunotec celebrates nearly three decades as the leader in glutathione research, Mauricio and his team see endless possibilities for the company’s future. “We are not inspired to be the biggest company, but to be the best,” he said. “The future is bright

for Immunotec. We are gearing up for exciting endeavors, including a strong focus on current markets and elevating our brand’s presence. We are investing in technology, marketing excellence and innovation to ensure our products stand out. Keep an eye out for new launches, enhanced consumer experiences and further advancements in our commitment to science-backed wellness solutions.” Immunotec extends its impact beyond product innovation through the Immunokids Foundation, a non-profit association established in 2022 in collaboration with its independent Consultants. The foundation is dedicated to providing help, support, and dignity to immunocompromised children worldwide, addressing issues such as malnutrition, disease, poor living conditions, and the lack of medical, educational, and psychological care. DSN d i r e c t s e l l i n g n e w s . c o m 1 0 3

W O R K I N G

S M A R T

WA L K I N G

T H E

T I G H T R O P E

Walking the Tightrope AI brings a wealth of benefits to the channel— but the risks are certainly real.

BY J O N ATH A N G I LLI A M / FOUNDER & CEO, MOMENTUM FACTOR

N THE DYNAMIC LANDSCAPE of artificial intelligence (AI), direct selling companies are increasingly turning to AI-generated content to enhance efficiency and innovation. However, this transformative technology is not without its challenges. As regulatory frameworks, such as those proposed by the Federal Trade Commission (FTC) and the European Union (EU), come into play, direct sellers must also contend with ethical concerns and platform requirements aimed at ensuring transparency and accountability in the realm of AI-generated content. Let’s explore some of these obstacles.

Regulatory Landscape The FTC and EU have proposed regulations aimed at governing the use of AI in various industries, including content generation. These regulations seek to address concerns related to consumer protection, privacy and fair business practices. Failure to comply with these regulations could result in legal consequences, making it imperative for direct sellers to stay abreast of evolving regulatory requirements.

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DIRECT SELLERS MUST CONTEND WITH

E T H IC AL C ONC E RNS AND

PLAT FORM

REQUIRE ME NT S AIMED

AI AT ENSURING TRANSPARENCY AND ACCOUNTABILITY IN THE REALM OF AI‑ GENERATED CONTENT.

Platform Requirements and Transparency

Platforms utilizing AI-generated content face increasing pressure to disclose the use of automated systems. Transparency requirements— often mandated by platforms themselves—aim to inform users when content is generated by AI. This serves as a response to concerns about the potential misuse of AI-generated content, ensuring users are aware of the technology’s involvement in content creation.

Impersonations of Products

AI’s ability to mimic human language poses a risk of creating content that impersonates products, leading to confusion among consumers. This can result in reputational damage for businesses and erode consumer trust. Striking a balance between leveraging AI for content creation and maintaining the integrity of product representation is crucial to mitigating this risk.

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Impersonating or Falsely Representing a Known Likeness AI’s ability to recreate voices and text in a specific style raises concerns about the impersonation of known personalities or brands. This not only poses legal risks but also threatens the credibility of the entities being impersonated. Businesses must implement safeguards to prevent the misuse of AI in creating content that falsely represents established likenesses.

Misinformation of Products / Uses / Results The risk of disseminating misinformation about products, their uses or expected results is a significant concern when employing AI for content creation. Companies must prioritize accuracy and transparency to avoid legal liabilities; protect consumer interests; and maintain a positive brand image.

False Product Information / Nutritional Labels Misleading information, such as false product details or inaccurate nutritional labels, can have serious consequences for both consumers and direct sellers. Utilizing AI to generate content related to product information requires stringent quality control measures to ensure accuracy, preventing legal repercussions and safeguarding consumer health.

Creation of Fake Direct Sales Representatives The direct sales industry faces a unique set of risks with AI-generated content, as there is the potential for the creation of fake representatives. This could lead to financial losses, damage to brand reputation and legal consequences. Businesses operating in direct sales must implement robust authentication measures to counter the risk of fraudulent representations.

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As direct sellers navigate the dynamic landscape of AI-generated content, they must also address regulatory expectations, platform requirements and the ethical considerations associated with this technology. The risks of impersonation, false representation and misinformation demand a proactive approach. Companies must adopt robust measures to ensure compliance with regulations; maintain transparency; and uphold the trust of their consumers in the age of AI. This involves not only keeping pace with evolving regulations but also implementing stringent quality control and authentication measures to safeguard against the potential pitfalls of AI-generated content. In doing so, businesses can harness the benefits of AI while responsibly mitigating the associated risks. DSN

Known for developing innovative solutions to difficult digital challenges, JONATHAN GILLIAM is Founder and CEO at Momentum Factor—the world’s leading provider of compliance risk monitoring, global online reputation management and digital risk mitigation strategies, and developers of the FieldWatch Compliance Management platform. Jonathan graduated with a BA degree from the University of Texas at Austin followed by graduate studies at Rice University.

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Arabia: Direct Selling’s Next Frontier

HE WORLD CONGRESS of Direct Selling Associations in the UAE last October highlighted the untapped potential for direct selling in the Arabian Gulf Region. Dubai’s selection as the host city underscored the region as the next frontier for direct selling. Since the establishment of the UAE Direct Selling Association in 2013 by Poorya Montaseri, the industry has grown from virtually non-existent to a vibrant market with 19 member companies. The UAE DSA’s efforts in cultivating relationships with government officials have further encouraged direct selling investments. The Gulf region, with a population of approximately 100 million and an annual GDP growth rate of nearly four percent, offers fertile ground for growth. The region’s cultural richness, combined with its openness to immigrants, aligns well with the ethos of direct selling. The Arabian cultural emphasis on family, personal relationships and hospitality aligns seamlessly with the values inherent in direct selling. The region is witnessing rapid consumer market growth and increasing purchasing power, particularly for beauty, wellness and health products. Direct selling companies defining their unique selling proposition and emphasizing product value stand to gain an advantage over traditional retail. In the technologically advanced societies of the Arabian Gulf, ecommerce platforms and social media have become integral to reaching a broader audience. These platforms provide direct selling distributors with tools for marketing, sales and customer relationship management.

ADOLFO FRANCO Executive Vice President and COO, DSA

#COMMUNITY #STRONGERTOGETHER

To tap into the Arabian Gulf market, strategic considerations must align with cultural, regulatory and market conditions. Key steps include: 1. Market Research and Localization Conduct thorough market research to understand consumer preferences and cultural dynamics to tailor products and messaging to the Arabian Gulf audience. 2. Build Trust and Relationships Leverage word-of-mouth marketing and referrals to establish credibility and build strong relationships with customers and distributors. 3. Understand Regulatory Framework Navigate specific regulations and ensure legal requirements governing the direct selling industry in each country. 4. Local Partnerships Collaborate with local distributors, influencers and key market players while leveraging local partner networks and expertise. 5. Embrace Digital Marketing Utilize digital marketing and ecommerce platforms while investing in localized strategies. 6. Training and Support Provide comprehensive training and ongoing support to distributors through localized training programs that address cultural nuances and sales techniques. 7. Differentiation and Value Proposition Clearly define the unique selling proposition and communicate the value of products while providing personalized solutions for Arabian Gulf consumers. The support of the UAE DSA makes it easier to tap into this burgeoning market. Success hinges on aligning with cultural values and preferences. DSN d i r e c t s e l l i n g n e w s . c o m 1 0 9

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LACORE PAYMENT TECHNOLOGIES

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Nexio simplifies and accelerates payment processing in the Direct Sales Industry. Nexio offers swift deployment to distributors, streamlined payment operations and seamless integration with software solutions allowing you to navigate payment complexities with ease and confidence.

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4505 Newpoint Place Lawrenceville, GA 30043 866-888-2999 sales@amwarelogistics.com amwarelogistics.com Handle fulfillment for many direct sellers. DSA member with 15 fulfillment centers, nationwide, for 1–2 day ground delivery to 95% of U.S. population. Offer comprehensive B2C fulfillment services, including complex kitting, plus discounted parcel shipping based on our large volume of freight.

2889 Ashton Blvd, Ste. 350 Salt Lake City, UT 84070 877-811-8108 globalaccess.com International expansion expertise and technology and logistics solutions that grow clients’ businesses and brands around the world.

LACORE LOGISTICS 900 Wilmeth Road McKinney, TX 75069 214-817-4802 lacorelogistics.com LaCore Logistics provides distribution and order fulfillment services. Our highly automated distribution center provides both domestic and international direct-to-consumer shipping solutions. We offer omni-channel fulfillment solutions ranging from marketplace fulfillment for leading marketplaces to businessto-business fulfillment for leading retailers.

“Whether your products are headed direct to your end customers’ doorstep, to a big box retailer, or to an Amazon warehouse, QuickBox will help you deliver a seamless experience that keeps your customers coming back for more!”

ADI MEETINGS AND EVENTS 6380 Silver Sage Dr. Park City, UT 84098 321-423-7229 dianna@adimeetings.com adimeetings.com ADI meetings is a women owned global corporate incentive travel, meetings, and event management company. We curate once-in-a-lifetime experiences for your attendees, connecting top achievers to your brand while understanding and meeting the needs of your industry.

EVENT PRODUCTION

11551 E 45th Ave. Unit C. Denver, CO 80239 720-990-5642 quickbox.com

E XECUTIVE RECRUITMENT

GLOBAL ACCESS

QUICKBOX

KATAPULT EVENTS 5840 Red Bug Lake Rd, Ste. 140 Winter Springs, FL 32708 407-915-9060 katapultevents.com Fresh. Exciting. Bold. Your field deserves the best and we help you deliver. Out-of-the-box creative production with experienced show management. We execute on budget and make you look AMAZING!

INCENTIVES/RECOGNITION

CCLS is your gateway to turn-key e-commerce sales and distribution in Canada. With fulfillment centers across Canada, our pick, pack and ship options, and real-time inventory visibility, we will help your business grow. We are NHP Site Compliant, Health Canada licensed, and GMP Compliant.

D I S T R I B U T I O N / F U L F I L L M E N T/ L O G I S T I C S

1615 Clark Blvd. Brampton, ON Canada L6T 4W1 905-564-2115 x2 canadacartage.com

EVENT MANAGEMENT

CANADA CARTAGE LOGISTICS SOLUTIONS

EVENT PRODUCTION

D I S T R I B U T I O N / F U L F I L L M E N T/ L O G I S T I C S

TO BE INCLUDED IN THE SUPPLIER DIRECTORY, EMAIL ADVERTISING@DIREC TSELLINGNEWS.COM

MULTI IMAGE GROUP 1701 Clint Moore Road Boca Raton, FL 33487 800-523-2682 mig.cc Founded in 1979, Multi Image Group (MIG) is a women-owned, family-run creative event production company fueled by innovators, strategists, and technologists who craft custom live, hybrid & virtual experiences for some of the world’s biggest brands.

HANNA SHEA 844-344-7177 hannashea.com Since 2007, Hanna Shea Executive Search has been the go-to search firm in support of the direct selling industry. Hanna Shea finds top talent for companies in need of building or improving an executive leadership team for organizational success.

E.A. DION, INC. 33 Franklin McKay Road Attleboro, MA 02703 800-445-1007 eadion.com Dion’s jewelry solutions are perfect for career path, sales & recruiting, corporate anniversaries and incentive travel recognition awards.

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M A R K E T I N G/B R A N D I N G

LEGAL AND COMPLIANCE

1080 Caribbean Way Miami, FL 33132 Royal Caribbean International’s Corporate Sales Team 800-345-7225 (SELECT 2, THEN 1) royalcaribbeanincentives.com ICONIC SHIPS. EPIC ADVENTURES. ULTIMATE EVENTS. Royal Caribbean® transforms events into the ultimate productivity paradise. Impress your attendees with epic venues, vibrant restaurants, onboard thrills and beautiful destinations.

BYDESIGN TECHNOLOGIES 9503 Princess Palm Avenue Tampa, FL 33619 sales@bydesign.com 813-253-2235 bydesign.com Award-winning social commerce software for affiliate, influencer, MLM, party plan, and social retail companies. Our turnkey back-office solutions include Wayroo, delivering advanced commerce, comment selling, and payment solutions.

S O F T WA R E / TEC H N O LO GY S O LUTI O N S

ROYAL CARIBBEAN INTERNATIONAL

S O F T WA R E / TEC H N O LO GY S O LUTI O N S

INCENTIVES/RECOGNITION

SUPPLIER DIRECTORY INFOTRAX SYSTEMS 1875 S. State Street, Ste. 3000 Orem, UT 84097 801-431-4900 infotraxsys.com Software & SaaS solutions for startup, emerging, and global direct selling companies. See our ad on the back cover.

MOMENTUM FACTOR

EXIGO

JENKON

4801 Spicewood Springs Road Ste. 250 Austin, TX 78759 512-690-2134 momofactor.com

1600 Viceroy Dr., Suite 125 Dallas, TX 75235 214-367-9933 exigo.com

201 NE Park Plaza Dr., Ste. 220 Vancouver, WA 98684 360-256-4400 jenkon.com

The leader in commissions, back office and eCommerce software and services. The global leader in cloud-based Platform-as-aService (PaaS) for direct selling companies. An open framework for billion-dollar giants to startup companies. Exigo supports MLM, Party Plan and Affiliate models, operating in single global markets.

Jenkon’s stability from five decades of award-winning innovation continues to be the answer for direct sellers worldwide. Jenkon is now evolving digital commerce with the new JoTLive Shopping platform and the JoT Affiliate & Social Influence Manager.

NOW TECH

FLIGHT COMMERCE

5717 Legacy Drive, Suite 250 Plano, TX 75024 310-428-9936 now-tech.com

1208 E. Kennedy Blvd., Ste. 222 Tampa, FL 33602 813-277-0625 flightcommerce.com

THATCHER TECHNOLOGY GROUP, LLC

With over 35 years of industry experience, NOW Technologies is the premier provider of mobile tech tools designed to grow revenue and recruiting for our Direct Selling clients. The NOW platform provides powerful features such as sampling, social selling solutions, smart alerts, prospecting tools, content management, and onboarding & training capabilities.

Global Operations Management Software. Advanced Comp Plan Programming. Sales Force Backoffice & Automation. Web Site Design & Replication.

Momentum Factor is a leading digital risk management firm specializing in online compliance monitoring and global online reputation management services for the direct selling industry. Our passion and mission are to protect companies from the brand and regulatory risks associated with online and social media technologies.

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55 Shuman Blvd., Ste. 350 Naperville, IL 60563 866-698-3848 thatchertech.com

Thatcher Technology Group provides Sales Force, Compensation and Incentive Management Software for the Direct Selling Industry.

REVOLUTIONIZE YOUR DISTRIBUTOR MARKETING STRATEGY AND SCALE YOUR BUSINESS FASTER!

NOW Technologies’ rapid developments are keeping up with growing trends; Recently integrating with ChatGPT to

revolutionize Distributor marketing!

Distributors can quickly generate unique, tailored content Reaches all types of audience segments with the right messages Applies machine learning (LLM) for personalized outputs Ensures compliance through Momentum Factor’s ‘Field Check’ technology

Our mission is to enhance the Distributor experience; guiding the right actions with the biggest impact. Connect with us to learn more about the power of NOW!

PROVEN TECHNOLOGY FROM A TRUSTED PARTNER WITH 35 YEARS OF DIRECT SELLING EXPERIENCE SCHEDULE A DEMO TODAY!

Our scalable platform combines a dynamic commissions engine with an enhanced customer shopping experience. We do it all so you can focus on leaving a legacy.

REQUEST A DEMO