During his 42 years in the direct selling industry, Neil Offen’s various roles included Vice Chairman of the Direct Selling Education Foundation (DSEF), Secretary General of the World Federation of Direct Selling Associations (WFDSA), and—from 1978 to 2011—President and CEO of the 100-year-old Direct Selling Association (DSA).
For the first time since retiring in 2011, Offen offers his perspective exclusively in DSN on The Great Equalizer and Opportunity that is direct selling. The former DSA President provides an in-depth look at the attributes of direct selling, addressing negative myths about the industry, actions that can harm its reputation, and a vision for maximizing direct selling’s positive attributes and combating negative stereotypes in the future.
“Now is not the time to relax in our efforts to be a consumer-friendly, consumer-protective industry,” Offen writes. “We must constantly evaluate our business trends and practices and be willing to take additional steps to protect our industry and its participants.”