Ep 37: Focusing on What Matters Most
In this episode of Direct Approach, Ray Urdaneta, Chief Executive Officer and Co-Founder, MONAT Global talks with Wayne about why direct selling was a natural choice for him and explains the “stress test” he created for determining if products should be taken to market. He also talks about what it takes to build a great brand, the importance of focusing on one thing (and doing it well) and shares his personal strategy for expansion. Then he takes a deeper dive into what it takes to become truly customer-centric and how to build a culture of trust.
Direct selling was part of Ray’s upbringing, and after earning a degree in international business, he co-founded Alcora Group in 2001. Thirteen years later, he co-founded MONAT Global, creating the first direct selling company focused on hair care. Today, MONAT is a four-time recipient of the DSN Best Places to Work honor, is recognized as a Customer Centric Gold Level company for achieving and maintaining a 5 to 1 or more Customer-to-Distributor Ratio with one of the most successful preferred customer programs of the last 5 years in the channel, and in 2021, Happi media named Alcora one of the top 50 most resilient beauty, home care and personal care companies in the U.S.
Ray has been the company’s guiding force as it has navigated its growth, and in 2021 he earned the Gold Stevie Award for Entrepreneur of the Year. In August 2022, MONAT took home four Stevie Awards, including the Gold Stevie for Company of the Year.
Watch the video below or listen to the podcast.
Wayne Moorehead has deep experience in marketing and brand strategy. He has applied his expertise and passion to help companies (from startups to Fortune 100) define, communicate and activate their brands. Wayne’s rare blend of experience and success has shaped his philosophy on effective growth strategies, and he believes the future of the channel will blend the best of direct selling with the best of direct-to-consumer.