Our own corporate cultures breathe life into our brands and shape how our brand ambassadors compete. These are the individuals who carry our brands’ message to market, not massive advertising campaigns or an extravagant retail presence. Culture is King for direct sellers. But the bubble of corporate culture that drives us can also present limits. Executives often explain that as they focus on their fields, team members, products, investors and regulatory issues, they can lose sight of broader industry developments.
True: each of our businesses is unique. But also, true: none is as unique as we may believe.
The direct selling channel is how we all go to market. DSA creates opportunities for companies to emerge from their cultural bubbles so that we may explore the channel we have in common in ways that honor our individual corporate cultures.
DSA convenes direct selling’s top legal minds annually with an event for which participants set the agenda. These experts–who are otherwise laser focus on their work, office and even an occasional courtroom–emerge from this summit with new insights on topics including unemployment compensation issues, proselyting, trademark protection, online sales, data protection, among many others.
CEOs, CIOs, big-ticket executives and party plan personnel enjoy similar events, and DSA’s new Regional Council events give leaders the opportunity to explore topics ranging from handling online retailers, product delivery expectations, virtual parties and more in an informal environment.
Piercing the cultural bubble is critical for executives joining our companies, especially those from outside direct selling. The uninitiated Consumer Packaged Goods (CPG) executive may be overwhelmed by a company culture. Exposing this individual to the channel’s shared experience creates a stronger, smarter and more strategic thinker.
DSA events are opportunities to exit our individual bubbles and learn from one another. Since DSA is a not-for-profit, any information shared is done so in an environment free of commercial interests except those that concern our channel’s success.
When we pop the bubble of our own corporate culture, we have so much to gain. Give it a try at one of DSA’s upcoming get-togethers.
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You may contact Adolfo Franco, Executive Vice President.
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A special thank you to DSA’s 2021 ENGAGE sponsors for their generous support
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