New Perspectives

Stories in this section:
DSEF: Protecting the Direct Selling Dream
Academic Forum: Unlocking Customer Value
Top Desk: Building People—The Foundation for Success
DSA Goals and Objectives for 2006-2007

DSEF: Protecting the Direct Selling Dream
by Dave Wentz and Nathn P. Moore

This is an important time in the life of the Direct Selling Education Foundation (DSEF). The following is a collaboration of outgoing DSEF Chair Nathan Moore and incoming Chair Dave Wentz. Both leaders welcome your input and your influence in the work of the Foundation, whose mission is to serve the public interest with education, information and research in an effort to enhance awareness of direct selling in the global marketplace.

One of the most important business decisions you make this year may be the decision to be active in the Direct Selling Education Foundation. Of course, every industry and every business wants to be perceived as "good." But getting us to "good," and better yet, "great," is what the DSEF is all about. The DSEF strives to protect the dream and the reputation of direct selling.

At no time could that goal be more relevant than now. Consider the proposed Federal Trade Commission (FTC) rule which, if finalized, could have serious and detrimental effects upon our industry. Quite frankly, the proposed rule puts our $100 billion industry at risk. DSEF works each day-proactively-to stop the kind of fraud the FTC's proposed rule is designed to prevent.

DSEF has helped direct selling emerge as an esteemed industry with a story worth telling in college textbooks. And just as important, we've made considerable headway in communicating our message among public policy officials, large- and small-business executives and entrepreneurs, news media, consumer advocates and others. Our progress is due in large part to the success of a series of comprehensive programs and initiatives we've begun throughout the United States and abroad.

Take, for example, the international session at the National Association of Consumer Agency Administrators' annual meeting in Seattle in June, led by former DSEF Chair Susan Grant of the National Consumers League, in which business executives, public policy officials and consumer regulators exchanged views on global consumer protection issues; or "Direct Selling Days" on the campus of Missouri State University in April, during which direct selling executives served as guest lecturers in an effort to deliver "real world" experience to the classroom; or Doris Christopher's generous endowment to the Foundation for the establishment of a board seat in ethics, charged with the dissemination of our Code of Ethics; or the daylong seminar held in Washington in September, in partnership with the Association of Women's Business Centers and designed to enhance the training capacity of 100-plus centers that teach principles of business ownership to more than 100,000 women annually.

DSEF has made great strides since its creation, out of necessity, in the sludgy environment of the '70s. The following are some of the chief accomplishments of the DSEF:

• 50 case studies
• 24 years of academic dialogue
• 17 years of Direct Selling Days on Campus
• 12 years of Consumer Days
• strategic partnerships with entrepreneurial and women's organizations
• worldwide alliances with groups such as the World Federation of Direct Selling Associations (WFDSA)

If you haven't visited the DSEF Web site lately, here's another reason to log on: In recent months, we've implemented a series of enhancements to our Web site (located at www.dsef.org) to make it easier for you to spread the word about the good work the Foundation is doing on behalf of this industry. The site's new "Institute" section describes DSEF's four major initiatives and issues a call to action, making it easy to obtain more information, volunteer and support the Foundation's efforts to educate a wide range of audiences about the opportunities offered by the direct selling industry, while promoting a fair and ethical marketplace. And a new "Get Involved" section allows for volunteer and financial contributions and includes a database of programs, research, case studies and publications. By harnessing the power of technology, we're cultivating new strategic partnerships-and fostering goodwill-in an increasingly borderless marketplace.

All these strides have resulted in better messages and better methodology, and in sheerly practical terms, going from an "unmentionable" to a respected industry. Everyone in this industry needs the goodwill this Foundation creates.

While significant progress has been made, our work is far from over. We must roll up our collective sleeves and continue working to overcome challenges-such as the proposed FTC rule-that threaten our vibrant industry. It's up to us to generate awareness, promote understanding and inspire interest in direct selling to ensure we continue our vital role in the global marketplace.

The good news is that while we encourage your involvement in any one of DSEF's ongoing outreach efforts, some of the most effective work you can do on behalf of the direct selling industry takes place on a more individual level. Consider someone in your organization who might have something to share with one of our committees, for example. You could pay a visit to your alma mater and offer to speak to our next generation of business and marketing executives about the tremendous opportunities presented by our industry. Attend a local business networking event, and open eyes around you to a career path many might never have considered otherwise.

Whether your contribution is as involved as serving on a DSEF committee or as simple as writing a check, now more than ever your actions further the goodwill DSEF strives to promote among public policyholders, business executives, consumers, media and others. We hope you'll be inspired to strengthen your connection with this critical organization and do your part to ensure that direct selling-an industry that offers the chance to shape one's own destiny-thrives for generations to come.

Dave Wentz is the Chairman of DSEF and the President of USANA Health Sciences Inc. Nathan P. Moore is the Immediate Past Chairman of DSEF and Senior Vice President, General Counsel and Secretary, Mary Kay Inc.