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

DSA Goals and Objectives for 2006-2007
by Jeff Reigle, Chairman of the Board of the Direct Selling Association
and President and CEO of Regal Ware, Inc.

Standing at the threshold of a new year and laying out the goals and objectives of an organization or an association can be a daunting task. It requires reflection on the past, examination of the "lay of the land" in the present, consultation with trusted peers and advisors, vision for the future and, most importantly, courage and commitment to take the necessary steps to reach the goals. After going through each of these steps, we have assembled an aggressive agenda for the Direct Selling Association for 2006-2007.

Despite our best efforts, oftentimes we are ruled by events that go on around us. So it is with the current Federal Trade Commission's Rulemaking on Business Opportunities. Working with the FTC to amend the current language to a more acceptable form is the Direct Selling Association's No. 1 priority this year and will remain at the forefront of our efforts-regardless of how long it may take.

At the DSA Annual Meeting in June, we talked about the diversity of our industry-how we are the DreamMAKERS-providing opportunity for all regardless of gender, ethnic background, age or physical ability. As an industry and as individual companies we have done much to open the door and help countless people along the path to success in this exciting industry of direct sales, but we can do more. As a main objective for this year, we will advance our focus on diversity within the direct selling industry. I have asked our Communications Committee to look at our outreach programs and to determine how we can better communicate the importance of diversity to our field sales groups as well as the public at large. I am challenging our organization to seek ways to increase the diversity in the Direct Selling Association and the Direct Selling Education Foundation leadership, including our officer progression model. I have asked the Strategic & Long Range Planning Committee to look at the diversity issue within the association; and at the same time to look into the next generations of DSA leadership, identifying those people who are "up-and-comers" within our membership. The Strategic & Long Range Planning Committee will look at these administrative and strategic issues, acting as a "think-tank," and then passing the ideas on to the appropriate committees for action and implementation.

As we move forward we will continue to focus on the DSA Image Enhancement Program. Local stories and a presence in national publications has helped to raise the awareness of the positive contributions made by DSA member companies, and will remain a major initiative for the association. Of course, the DSA Code of Ethics remains a driving force for us, and we will continue to focus on the Code as the required method of operation for member companies this year.

And, finally, we will continue our planning of the celebration of DSA's 100th Anniversary in 2010. Building on the admirable charter established by the organization, today DSA provides educational opportunities for direct selling professionals and works with Congress, numerous government agencies, consumer protection organizations and others on behalf of its member companies. I invite you to visit the history section on DSA's Web site (www.dsa.org/about/history/) to learn more about the roots of our industry's association.

So this is our agenda for 2006-2007: working with the FTC to favorably amend the language for the Rulemaking on Business Opportunities; increasing the diversity among DSA and DSEF membership and leadership; continuing to focus on the DSA Image Enhancement Program; using the DSA Code of Ethics as a required method of operation for member companies; and planning for the DSA's 100th Anniversary. It is an aggressive agenda, but one that I am confident we can successfully advance. We have built a great association, and together we can build an even greater future.