read / From the Publisher
The monthly editor's letter offers insights and reflections of what is in each issue and what is happening within the direct selling space.
A time to reflect, a time to evaluate and a time to celebrate! This month will be a very special one for us as we announce the results of our research—identifying the top 100 direct selling companies in the world—at our inaugural DSN Global 100 Celebration on April 7. We contracted experienced researchers for this project, and their findings will provide us with, to the best of our knowledge, the first such recognition ever published. We embraced this project to respond to questions that often arise from within the academic and private investment communities who watch our industry and our companies for potential involvement. Every other recognized industry ranks its companies, so we felt it was our responsibility to do the same for direct selling.
As we worked on the cover story for this month’s issue, Top-Performing Global Markets, I found myself taking a mental tour of the various countries that have become billion-dollar markets for direct selling. I was most interested in the stats and facts to see what countries, if any, were experiencing growth. I soon realized that the stats and facts were what we wanted to bring you, but behind those were the stories of people. A billion dollars in sales is a very significant number, and it is the result people saying “yes” to the opportunities provided.
Last month, our cover story was “Turning the Economic Corner.” With the economy still at the forefront of our minds, I thought I would pass on some thoughts shared at a recent breakfast meeting. T. Boone Pickens was the keynote speaker, and several other notables here in the Dallas-Fort Worth area spoke to those in attendance. The basic message we are hearing over and over is that we have hit the bottom of this recession and the worst is behind us. However, I think the mood of the country is still one of cautious optimism.
Happy New Year! As we kick off 2010, that expression may very well be shared with more heartfelt reflection, optimism, hope and enthusiasm than in any new year in recent history. I am personally pleased to be looking toward the upcoming 12 months and to all the opportunity that’s activated when we wipe the slate clean and begin to paint the masterpiece of another new year!
We end the year with a cover story on something near and dear to me—listening to your field leaders. Many years ago, I was introduced to the direct selling business model.
The industry has always prided itself on using word-of-mouth as the primary method for promotion and that the enormous amount of money traditionally spent by retailers on advertising was invested in the salesforce instead.
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