The missing ingredient in direct selling’s next chapter.
For decades, leadership development was the heartbeat of direct selling. The companies that lasted didn’t just build volume. They built people.
They had systems that turned someone new into a builder and eventually into a leader. Those systems weren’t fancy—they were clear, consistent and culture driven.
Then came the shift.
Social media took over, and suddenly everyone was focused on branding, attraction marketing and personal visibility. The spotlight moved from developing leaders to promoting personalities.
Today, most companies teach how to post; how to sell; and how to attract. Few teach how to lead.
From Building Workhorses to Buying Racehorses
In Built to Last, we discuss how the profession gradually traded developing leaders for buying them. Instead of creating workhorses through internal development, companies began chasing racehorses—experienced leaders from other organizations.
The motive made sense. Faster growth. Instant credibility. But over time, this approach stripped away the foundation that created stability. When leadership is purchased instead of produced, the culture becomes transactional. Teams lose mentorship, depth and long-term loyalty.
Personal development and leadership development are still the cornerstones of duplication. One builds the person. The other multiplies the leader. You can’t grow leaders who lack consistency, humility or belief. Those qualities come long before the title does.
The Cost of Skipping Development
When development disappears, duplication dies. Teams become dependent on a few personalities instead of shared principles. Culture turns reactive. Leaders burn out.
Leadership development remains the strongest retention strategy in the profession. It builds belief, confidence, and trust. It reminds people that growth—not hype—is the real goal.
Rebuilding the Foundation
The companies that win the next decade will return to this foundation. They’ll rebuild leadership systems that grow people from the inside out. They’ll pair mindset training with skill training. They’ll invest in mentorship, not just marketing.
Duplication doesn’t come from followers. It comes from frameworks.
The Real Test of Legacy
Trends change. Algorithms change. Promotions come and go. What never changes is the impact of a developed leader.
The companies that last will be the ones that build both the person and the leader. That’s how you create growth that endures long after the spotlight fades.
So, every executive and top leader should be asking one simple question:
Are we developing leaders, or just buying them?
ROB SPERRY is a passionate, purpose-driven entrepreneur who has been full time in network marketing since 2008 and the author of Built to Last: The Future of Direct Selling. Due to his expertise, Sperry has been featured in national and international books, podcasts, blogs, articles and magazines specific to finding success in network marketing. His podcast, Network Marketing Breakthroughs has listeners in 118 countries.
