Industry leaders and experts took the stage to deliver insights on the most pressing challenges and greatest opportunities facing the channel today.
In its largest gathering of direct selling executives to date, Direct Selling University (DSU) offered two days of education and training sessions from the experts and thought leaders behind today’s most successful brands and marketplace movements. More than 40 speakers led thought provoking conversations covering a wide range of topics impacting the direct selling channel and broader marketplace, including the challenges and advantages of Artificial Intelligence (AI), omnichannel strategies and new approaches to healthy compliance in the wake of Neora’s historic win against the Federal Trade Commission.
“The channel is truly at a crossroads,” said Stuart Johnson, CEO of Direct Selling Partners, DSN and NOW Tech. “Every executive in the room had at least two things in common: we’re all faced with big changes and we’re all having to make major decisions on a consistent basis. That can feel overwhelming and exhausting, but that’s why we host DSU. We want to help leaders on their journey by offering practical takeaways and a-ha moments that they can take back to their teams.”
Optimism Amid Uncertainty
This year’s DSU included the 15th anniversary of the DSN Global Celebration, featuring more awards than ever before as DSN recognized companies and executives for their sustainability efforts, revenue growth, positive impact on the channel and more. The much-anticipated DSN Global 100 List, which recognizes companies exceeding $100 million in annual revenue, was unveiled as well, followed by an after-party featuring the Free Radicals, a cover band led by USANA’s Executive Chairman Kevin Guest. In total, award recipients and speakers throughout the two-day event represented more than $50 billion in revenue.
Through it all, leaders and company founders expressed a confidence in the future of the industry, even amid a rapidly evolving market landscape, regulatory pressures and the looming uncertainties of AI.
“I’m cautiously optimistic about 2024,” Johnson said. “We’ve got to make things simpler, easier and focus on transparency. We have to be sharing and selling—be customer obsessed without forgetting to recruit—all while leveraging AI and being mobile-first. The channel has an opportunity to become more mainstream if we continue to tell our stories of powerful, exclusive products and a part-time, flexible opportunity in an honest and compelling way.”
Neora Co-Founder and President
Amber Olson Rourke, Co-Founder and President, Neora, explained the importance of balancing high-tech with high-touch and shared the strategic ways Neora is using technology paired with personalization to create a frictionless shopping experience that drives sales and brand awareness.
Anthony Varvaro, Chief Financial Officer and Chief Operating Officer, inGroup, highlighted how collecting and properly cleaning data can help companies manage risks; provide a competitive advantage; pinpoint fraudulent behavior; and predict customer behavior to deliver accurate financial forecasts.
Heather Chastain, Founder and CEO, Bridgehead Collective, analyzed the data and key insights from her generational study and illuminated the key areas where companies can make strides in meeting the unique wants and needs of each generation.
Brandon White, Founder and CEO, Trevally, delivered a masterclass on AI, including the current landscape; practical ways companies can integrate it into their operations; and how these emerging technologies will impact the future of direct selling.
Blake Mallen, billion-dollar brand builder and host of the Shift podcast, shared the top five most powerful industry-changing perspective shifts that he’s gleaned from his conversations with the channel’s thought leaders.
Brian Dill, Vice President of US Sales, Norwex, detailed how Norwex strategically expanded its product line and mission to help the brand and field distributors evolve toward a bolder future.
Brick Bergeson, Chief Revenue Officer, Color Street, listed the three categories—team leadership, international expansion management and go-to market strategies—that have been revenue and growth drivers for the company.
Heather Chastain held a panel discussion with Bernadette Chala, Chief Legal Officer, General Counsel, Arbonne; Deborah K. Heisz, Co-CEO, Neora; and Katrina Eash, Partner, Winston and Strawn Law Firm, where they offered practical applications and best practices for how brands can build a healthy compliance strategy that withstands scrutiny and embraces the new blueprint provided by Neora’s win against the FTC.
Center for Generational Kinetics
Crayton Webb, Owner and CEO, Sunwest Communications, leaned on his experience to share real-world steps for managing, protecting and improving online brand reputation.
Greg Provenzano, President and Co-Founder, ACN, reflected on a lifetime of leadership to highlight how holding strong convictions; remaining unwavering in beliefs; and following up promises with action can transform brands into marketplace heroes.
Jason Dorsey, President & Lead Researcher, Center for Generational Kinetics, used case studies and data to challenge executive teams to dig deeper and think differently when it comes to problem solving and accelerating engagement among consumers and distributors.
Jesse McKinney, Co-Founder and CEO, Red Aspen, detailed how her team integrated text and email into their new Shopify strategy to create a significant boost in sales, increase average order size and positively impact the selling style of their brand ambassadors.
Red Aspen Co-Founder
and CEO
John Addison, Board Member, Primerica, reminded attendees that company culture is a C-Suite responsibility and encouraged them to lean into a teamwork mindset that boosts morale.
John Fleming, DSN Legend, Researcher and Author, as the original Editor-in-Chief of DSN, provided historical context for the magazine, from its humble but journalistic beginnings to the global media platform it has become today.
Kenya Vergara, Global Marketing Director & Board Member, Omnilife, shared her family’s multi-generational strategy to connect with and honor the Latin community and Latin consumers through cultural understanding, honesty and customization.
Kevin Guest, Executive Chairman, USANA, encouraged leaders to focus on base hits rather than home runs to maximize their outcomes and help employees and distributors stay connected to the brand mission.
Larry Thompson, DSN Legend & International Business Strategist, called on a lifetime of experience in the direct selling industry to emphasize the importance of adapting to the challenges of the current time while holding fast to the fundamentals and core principles the channel was built upon.
Mark Pentecost, Founder and Chairman, IT WORKS!, expressed the importance of building the right team and then empowering them to take risks and make great decisions to stay on mission and drive vision.
Meredith Berkich, President, LifeWave, encouraged leaders to live up to their role as the “dream keepers” for the countless entrepreneurs who turn to direct selling and the “playing to win” strategy LifeWave implements to create sustainable growth.
Nick Johnson, Chief Field Operations Officer, Medifast and President, OPTAVIA, discussed the importance of disruption in order to stimulate progress and how analyzing and acknowledging consumer satisfaction should transform a company’s product offerings.
Randy Matthews, Director of Sales, North Region, PM-International, identified three key strategies that have been pivotal to PM-International’s consistent success: effective pricing strategies; an emphasis on emotional engagement; and incentives that reflect a lifestyle-focused vision.
Rudy Revak, DSN Legend, Founder and Chairman, Xyngular and PUREhaven, stressed the importance of investing in and supporting new distributors through personal and professional development.
Sarah Shadonix, Founder and CEO, Scout & Cellar, talked about how her company wielded a unique spin on the omnichannel approach by making a retail-only product and inviting select distributors to become part-time sales managers to grow their customer base and drive brand loyalty.
Shawn Meaike, Founder and CEO, Family First Life, shared his history of personal struggles to illustrate the value of transparency in helping others become leaders and advocated for solution-focused conversations.
Stuart Johnson, CEO of Direct Selling Partners, DSN and NOW Tech, gave a state-of-the-channel address, sharing success stories of growth within startups and certain sectors; highlighting the potential challenges of regulatory pressure and technological advancements; and providing observations about where the industry is headed.
Vanessa Gomez, General Manager, US and Dominican Republic, Immunotec, highlighted the importance of recognizing the diversity within the Latino and Hispanic community and the need for tailored approaches as companies seek to provide them with engagement and support.
Will Templeton, Director of Global Brand, Sustainability and CSR, Amway, defined sustainability and environmental protection as a collective responsibility and called on industry leaders to assess their own global footprint and develop strategies that create accountability and catalyze positive action.
Wayne Moorehead, host of the Direct Approach podcast, moderated a Startup Standouts panel with Jenn Ashby, Co-Founder, Saavi; Barb Pitcock, Founder and CEO, Frequense; and Aspen Emry, Co-Founder and CEO, Bravenly, to discuss how to select high-impact product portfolios; the value of learning from experienced mentors; and their modern approach to customer acquisition.
Blake Mallen hosted an AI Edge Workshop, then participated in an AI Roundtable discussion featuring Brandon White, Art Jonak, President of North American Operations, Zinzino and Heather Chastain, to discuss how AI is revolutionizing the direct selling space and providing an efficiency boost for distributors through personalized experiences that are only enhanced by human connection.
From the June 2024 issue of Direct Selling News magazine.
