Ganoderma lucidum, King of Herbs
FUNGUS OF THE CENTURIES
SPECIAL EDITION
F RO M M Y ST E RY TO S C I E N C E
editor´s note// HEALTH AND WEALTH ARE RELATED IN MANY WAYS. Research data indicate that four factors strongly predict happiness and well-being in most cultures: health, economic status, employment, and family relationships. Studies indicate that people are happier when they are healthy, employed, married or in a long-term committed relationship, and financially secure. Are you looking for ways to enhance your abundance of health and wealth? You are invited to explore this special edition of our OBTAINER magazine on the malaysian company DXN for effective alternatives that address everyone who wants to discover health and wealth.
Health Is Wealth Perhaps the three words which you have just read seem to you to make up a very unlikely combination of subjects. And yet health and wealth are surely two of the most important things in life. Think of health as a financial asset, just like stocks and bonds. It decreases the odds of costly medical bills today and/ or later in life. Without good health, you can't earn an income and build wealth. Health and wealth are thus both important resources for living a happy and successful life.
MERELY AN ABSENCE OF DISEASE DOES NOT NECESSARILY MEAN THAT YOU ARE HEALTHY. It’s true that sometimes diseases strike us when we least expect it even when we do everything right as far as staying healthy is concerned. Indeed, a wise man once truly said “Health is Wealth”, for there is nothing worse than feeling ill at ease. Illness and diseases not only make you dependent on others, they also rob you of your zest for life. Why not take measures to ensure a long, happy, self sufficient and healthy life? What if in addition to transforming your finances and your health, you also became part of a community of people engaged in making a positive difference on the planet. Would that interest you? Well, now you have a choice, it´s not only an option. Find out more about DXN! It is my sincere hope that you will find help, information and resources that will help you in making informed decisions about your process of improving health and creating wealth. Better health and wealth is truly your decision.
COVER
Ganoderma lucidum -
BEST WISHES FOR FUTURE SUCCESS. BE HEALTHY, WEALTHY, AND HAPPY! LET HEALTH CREATE WEALTH.
a macrofungus in the Chinese art and mythology
Michael Sander
and today‘s studies. In the
Founder of OBTAINER MEDIA
present issue we have evaluated the effects of the Ganoderma L. and its dietary supplements.
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content// 6
GANODERMA LUCIDUM A therapeutic fungal biofactory The biological activities reported of preparations from Ganoderma are remarkable and given most emphasis herein as distinct from structure/activity information.
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been transformed from an operational marketing
profession for 10 years it became clear to Bhanu Bhakta
instrument into universal “social engineering.” A web
that he wouldn’t be able to realize any of his dreams if he
made up of relationships, networks and interactions
continued doing what he had been doing.
NETWORK MARKETING Marketing of the future - Marketing has long
has come to guide the whole of economic life.
4 OBTAINER WORLDWIDE
SUCCESS STORY Bhanu Bhakta Dhamala - After working in his
32
DXN INCENTIVE TRIP Nepal - A complimentary trip of 5 nights & 6 days to Nepal organized by DXN Middle East was an unforgettable experience for the DXN Achievers across the Gulf.
38
MORINDA CITRIFOLIA
Noni - From Polynesian healers to health food supplements . The knowledge on the chemical composition of Noni fruit has considerably increased over recent years. A number of in vitro and, to a certain extent, in vivo studies demonstrate a range of potentially beneficial effects.
OBTAINER WORLDWIDE 5
COVERSTORY
Fungus of the
6 OBTAINER WORLDWIDE
e Centuries No other fungus on the planet exhibits such a wide range of effects and possible applications nor is used as a natural remedy for so many health problems as the Reishi, which, when translated, means “the mushroom of immortality”. Above all else, it has proven itself as an elixir in the maintenance of good health and also leads to a noticeable improvement in vitality!
has been used in China for centuries, it’s
Ling Zhi is an
rather new to the rest of the world. Due
integral part of
to its tremendous health benefits, use is
culture and the arts
escalating. Its bioactive substances are
on the Orient. Since
of extreme importance not only from a
the first Chinese
pharmacological point of view but also
dynasty, paintings,
in nutritional-physiology. The substanc-
embroideries, buildings, and
Ganoderma lucidum - King of Herbs
sculptures of the
R
have depicted Reishi
gods and immortals
eishi (lat. Ganoderma lu-
es contained within this mushroom are
as a symbol of
cidum) really is something
so well combined that they ensure high
divinity, longevity
special. Being neither a
biodiversity and efficacy (exploitability
and good fortune.
plant nor animal, Reishi
of a substance in the body). According
has been placed - as well as all other
to folklore, Reishi has been used in Asia
fungi/mushrooms - in a kingdom of its
as a natural remedy for thousands of
own called Myceteae. Reishi is, first and
years. Ganoderma lucidum is its scien-
foremost, a food. It is of the fungi class,
tific name, it’s known as Reishi in Japan
a mushroom that grows on dead tree
and is called Ling Zhi in China. This
stumps and logs. It has amazing proper-
name signifies the huge appreciation
ties for health and vitality.While Reishi
people had and continue to have for this
OBTAINER WORLDWIDE 7
COVERSTORY
mushroom. Old Chinese Masters used to say Ling Zhi (“beau-
in poems and celebrated at lavish parties. Finding a Ling Zhi
tiful flower” when translated) could even “wake a person from
was always considered a good omen. The mushroom wasn’t
the dead and get them back on their feet” and it has therefore
only used as medicine. It served as a talisman and was consid-
been celebrated for centuries as a symbol of success and joie
ered a symbol of immortality in Taoist circles. In addition, it
de vivre. Ling Zhi is a unique product that bears the proud
was hung above doorways and beds to ward off demons and
title medicine of eternal life. It is a natural organism with re-
evil spirits. As a result, it was also immortalized on porcelain,
cycling properties, which provide it with its own nutrition, as
jade carvings, jewels, carpets, drawings and pictures.
Reishi never rots and never looses its form, even when dried. Reishi - in a genius of its own In the Pen Ts’ao Kang Mu (a.D. 1578), China’s most famous pharmacopoeia, it states that “continued use of Ling Zhi helps
The most ancient herbal book in China states: “From the up-
reduce weight and increases life expectancy” (Huang, 1993).
per class of elixirs there are one hundred and twenty kinds,
At this time, it was thought the pharmacological effects of Ling
whose task is to rule like the king. They control the mainte-
Zhi were due to its color. Ling Zhi actually exhibits many dif-
nance of human life and correspond to heaven. They are not
ferent features, which are dependant upon the region in which
poisonous, regardless of what amount or regularity they are
it grows (Jong and Birmingharii, 1992). During the Ming
consumed. Do you want to alleviate your body and strengthen
Dynasty (1368-1644), it was called Qi Zhi or “red mushroom”.
your powers, and do you want to live long without aging, then
It was said that it was good for the heart (Yeung, 1985). In tra-
use this remedy!” The most important of these was the Ling
ditional Chinese medicine, Ling Zhi is classified in the high-
Zhi, even before the legendary ginseng. From today’s perspec-
est class of the tonic. There are many Chinese and Japanese
tive, these venerations are easily determinable. As almost
reports about people with cancer or other degenerative dis-
everything that was written about the effects of Reishi in an-
eases’ embarking on long trips in an attempt to procure Ling
cient China can be backed by present day scientific studies.
Zhi. According to old tales, Chinese Emperors deployed entire
Back then, the term “immune system” was not understood.
fleets to find Ling Zhi. It was regarded, even before ginseng,
However, this is what they were referring to when they wrote:
as the most important imperial elixir in China, the weight of
“The Reishi mushroom helps overcome illnesses and increas-
which was measured in gold due to the rarity of the fungus
es the life expectancy of humans.” Today it has been proven
(in Japan it was aptly referred to as the phantom mushroom).
that it has preventative effects as well as healing properties.
When the mushroom was procured, its powers were heralded
In any case, it supports the energy system of our bodies and helps us to remain healthy or to become healthy once again. Even its exterior is impressive - which often also secures the mushroom a decorative place in a flower arrangement! The stem of the young mushroom grows like a finger to a length of around 15 cm from the substrate, eventually branches off and often forms a kidney-shaped cap. This cap can be up to 1-3 cm thick. The stem is initially bright yellow in color but gradually turns a deep dark red. Extremely impressive, however, is its shiny almost varnished-like appearance. In earlier times, the most sought after specimens were those that resembled antlers. For such an “antler mushroom” vast sums of money were paid. When dried, the mushroom lignifies. Its consistency then resembles cork, it has a slightly bitter taste and emits a pleasant aromatic smell. The red Ling Zhi is considered to have the most healing properties. This variety is also used for healing purposes and is grown in cultures.
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COVERSTORY
Distribution and Cultivation
G
anoderma
lucidum
has
production had already reached 4,000
established (matured) mycelium could
gained wide popularity as
tons. This meant that around 4 million
produce the fruit structure which we call
a health food because of
people were able to consume Reishi or
the mushroom. Mushrooms are devoid
health-stimulating
prop-
Reishi products on a regular basis. Once
of leaves, and of chlorophyll-containing
erties and valuable health effects. In
rare and expensive, Ganoderma, known
tissues. This renders them incapable
its main area of distribution, the moist
as magical mushroom, is now effectively
of photosynthetic food production.
costal region of China, the Reishi is rare.
cultivated and is readily available.
Yet, they grow, and they produce new
The difficult conditions needed for ger-
biomass. For their survival, for their
mination are reason for this. Reishi place
The structure that we call a mushroom
growth, and for their metabolism, they
quite special demands on the air, tem-
is, in reality, only the fruiting body of
rely on organic matter synthesized by
perature and humidity. Since the 1970’s,
the fungus. The vegetative part of the
the green plants around us, including
the optimal conditions for germination
fungus, called the mycelium, comprises
organic products contained in agricul-
could be replicated under laboratory
a system of branching threads and cord-
tural crop residues. The organic materi-
conditions. Since then, it has been pos-
like strands that branch out through
als, from which mushrooms derive their
sible to cultivate the Reishi that had pre-
soil, compost, wood log or other ligno-
nutrition, are referred to as substrates.
viously only been available to a wealthy
cellulosic material on which the fungus
class in Asia, therefore, making it acces-
may be growing. After a period of growth
A Reishi farming is both a science
sible to more people. In 1997, worldwide
and under favourable conditions, the
and an art. The science is developed
10 OBTAINER WORLDWIDE
through research, and the art is per-
ditions are procured at 26-27 degrees
in Malaysia to be awarded MS ISO
fected through practical experience.
Celsius. Full maturity is indicated, when
14001:2004 certification from Lloyd´s
However, cultivation requires precision.
the cap is completely reddish brown and
Register Quality Assurance since July
Indeed, it is not as simple as what some
spores are shed on the top of the cap.
2000. This ensures that all activities in
people often loosely stipulate. It calls
Harvesting is done by tight plucking,
cultivating Ganoderma meet the
for adherence to precise procedures.
holding the root with one hand and pull-
ISO 14001:2004 standard and com-
DXN, a company from Malaysia, thus
ing up with another and no residual bud
ply with legal requirements by the
succeeded in cultivating the Resishi us-
is left after harvesting. As a result, no en-
Department of Environment.
ing rubber wood, rice chaff and water
vironmentally unfriendly factors are to
to form the organic substrate for the
be reckoned with. After harvesting, the
In November 2007, DXN’s Ling Zhi Farm
Ganoderma to grow. This method pro-
Reishi mushroom is sliced and dried and
was accredited the Malaysian Organic
duces more than 200 kinds of primary
ground to powder.
Scheme (Skim Organik Malaysia) cer-
and secondary elements, such as en-
MS
tification by Department of Agriculture,
zymes, co-enzymes, amino acids, vita-
The DXN Ling Zhi farm covers an
Peninsular Malaysia (Jabatan Pertanian
mins, carbohydrates and other trace el-
area spanning 34,000 m² and is the
Semenanjung Malaysia), conforming to
ements which help to improve the crop’s
first processing plant for Ganoderma
the standards of MS 1529:2001 and of a
quality, quantity, growth and resistance
certified organic farm.
to pests. The mushrooms are cultivated under extremely hygienic standards in order to protect them from bacteria and pet infestations. The mixed substrate is filled in polyethylene bags, capped to prevent contamination, then sterilized in autoclave at 121 degrees Celsius for two hours, a process, which doesn’t destroy the nutrients. After cooling, the substrate is inoculated with selected matured spawn under aseptic conditions. The polyethylene bags containing the inoculated spawn are then placed in the sheds for a period of ninety days. In DXN’s sheds, optimal growing con-
OBTAINER WORLDWIDE 11
COVERSTORY
Worldwide recognition of the vital prop
F
or over 4,000 years, is has been said that the Reishi posses magical powers - today these powers have been scientifically proven. The Japanese government has added the Reishi to the official list of can-
cer drugs. It may seem surprising that in the Western world not that much has been known about this popular, acclaimed natural remedy until recently - after all, in Japan alone currently over 770 million US Dollars is turned over annually from products manufactured from Ling Zhi and other healing mushrooms. There is, however, a simple explanation for this: Up until recently, only a very limited amount of Ling Zhi was available. Only over the last few years has it been made possible to cultivate the mushroom professionally on a large scale basis. Since then, the number of scientific investigations into this traditional natural remedy has increased exponentially. Today it is therefore clear: Ling Zhi is, firstly, completely nontoxic and as a result can be consumed in any quantity with no time restrictions. Secondly, as a nutritional supplement, it can help protect against a large number of illnesses - including cancer.
12 OBTAINER WORLDWIDE
perties of the Reishi
OBTAINER WORLDWIDE 13
COVERSTORY
About 20 years ago, a real vital mushroom boom began in the
Important substances in Reishi
USA. Here the healing mushrooms were most often used as nutritional supplements or as slimming products. Crossing on
Reishi contains vitamins, minerals, trace elements, rough-
their way to America, the demand for healing/vital mushroom
age, essential amino acids and secondary substances with
products also increased in Germany. Since that time, hun-
high bioactivity in a unique form. Two groups of substances
dreds of holistic doctors and healers have been using Reishi
are, however, of particular importance. On the one hand, it
as a universal natural remedy in fighting many complaints
is the polysaccharides that can activate the human immune
and illnesses. Reishi are grown in culture, dried, processed to
system, strengthen and stabilize the body’s defense forces and
capsules, powder or granulate and sold as a supplementary
increase the ability of the body to successfully cope with the
vital supplement, in support of a healthy diet. In Japan, the
varying attacks from our surrounding environment. On the
Reishi mushroom is approved as medication in the treatment
other hand, it contains triterpenes, also known as bitter sub-
of cancer.
stances, a group of active natural compounds found in most plants. As with most beneficial substances in plants, it pro-
Scientific findings impressively depict the potential of this
tects the plant from microbial infection. The triterpene found
amazing mushroom. In traditional Chinese medicine (TCM),
in Ganoderma is known to play various important roles for
it has been utilized as a versatile remedy for quite some time.
the well being of human body. For biochemists and pharma-
Ganoderma Lucidum is known as the “divine mushroom of
cologists, Reishi is a biological “power packet”. It still hasn’t
immortality” in Japan. “Ling Zhi”, which is also known as
yet revealed all its secrets and with future investigations more
Reishi, is one of the most acclaimed mycoceutics in Asia. The
interesting findings are most definitely to be reckoned with.
Japanese doctor, Dr. Fukumi Morishige, observed that consuming Ling Zhi / Reishi was of particular benefit over the course of illnesses that are associated with a lowered immunologic state (e.g. rheumatoid arthritis, chronic bronchitis, hepatitis).
“Let your food be your medicine, and your medicine be your food.” — Hippocrates, the father of modern medicine 460-377 BC
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COVERSTORY
Scientific investigations confirm important properties of vital mushroom After successfully cultivating the Reishi, extensive biochemical and pharmacological investigations into the substances contained within the mushroom and their medicinal effects were carried out. Since then, numerous clinical studies have confirmed many of the traditional uses of the mushroom, which were gathered over the centuries. It provides people with an additional high-quality vegetable, and enriches the diet with high-quality proteins, minerals and vitamins which can be of direct benefit to the human health and fitness. The extractable bioactive compounds from the Reishi can
The basidiocarp, mycelia and spores of Ganoderma lucidum con-
enhance human immune system and improve quality of
tain approximately 400 different bioactive compounds, which
life. Studies emphasized by the Professor and Mycologist,
mainly include triterpenoids, polysaccharides, nucleotides, ste-
Jan Lelley, in his book The healing power of fungi are being
rols, phyto-steroids, fatty acids, proteins/peptides and trace el-
sited here in lieu of those available: In seven Chinese hospi-
ements which have been reported to have a number of health-
tals, the effects of the Ling Zhi mushroom on both cholester-
enhancing benefits. Reishi is regarded as healthy food or as so
ol level and the cardiovascular system were investigated. In
called functional food. The extractable products from Reishi, de-
68 % of the patients, a reduction in the LDL cholesterol level
signed to supplement the human diet as an enhancement of health
was achieved, after they were administered Reishi for 1 to 4
and fitness, can be classified into the category of dietary supple-
months. 90 % of those treated also suffered from coronary
ments or mushroom nutriceuticals. Dietary supplements are in-
heart disease. In more than three quarters of these patients’
gredients extracted from foods and herbs that are taken without
ongoing reviews with the aid of an ECG revealed clear im-
further modification. Mushrooms constitute a most rapidly gro-
provements in their conditions.
wing new food category, which the current health-oriented public is increasingly enjoying.
16 OBTAINER WORLDWIDE
Reishi - a potent pharmacological macrofungus As before, most of the studies on Reishi are undertaken in Asia and the USA. Despite great skepticism at the onset, conventional Western medicine and naturopathy has come to appreciate the amazing properties of the vital mushroom. Reishi has also been added to the American herbal Pharmacopoeia and Therapeutic Compendium. Nutritional value of Reishi The Reishi mushroom has attained an unparalleled reputation in the Orient as the ultimate herbal substance. To the Chinese, the nutrition health benefits of mushrooms include promoting vitality and good health. It is considered a superfood because it is so highly nutritious. Over 300 reports have been published concerning the chemical constituents of the red Reishi. The fruiting body, mycelia and spores of Reishi contain approximately 400 different bioactive compounds. This prized fungus contains several health benefits for our body. As a food, it is rich in protein, contains 18 amino acids, Potassium (K), Magnesium (Mg), Calcium (Ca), Germanium (Ge) alongside other essential micronutrients, including vitamins and minerals. The potency of Reishi mushrooms is usually based on its level of triterpenoids. One can determine the level of this by tasting it. The more bitter it is, the higher the level of triterpenoids. Because Reishi is a polypore, (a group of hard, woody, bracket-like mushrooms) it is not eaten, but cut into pieces and made into a tea. Other popular forms of delivery are the water extracts and powders. Many people also use Reishi as a coffee substitute. The DXN products are thus an ideal way to consume Reishi.
OBTAINER WORLDWIDE 17
COVERSTORY
The status of Reishi in the health food industry is unparalleled. It is the culmination of the knowledge and wisdom of the East and West for 5,000 years. Its effectiveness as a health food has been demonstrated in over 30 years of modern scientific research, therefore proving that Reishi is totally free from any side-effects. For centuries, Reishi has been regarded as a symbol of happiness, longevity and even immortality. It has been gaining in popularity in recent years as a historically treasured herbal material. In traditional Chinese medicine (TCM) it’s still regarded as one of the most valuable herbal treasures to this day. The secret of success is knowing how to deal with your body to maintain peak health condition. The dictum Health is Wealth holds more truth now in a modern context than it did ever before. While medical science has progressed more than anyone could have ever imagined in treating disorders and diseases, the real challenge lies in prevention. The answer lies in looking to a system, which is naturally sustainable and adaptable for all conditions and all body systems. Nevertheless, of course, modern-style research using contemporary scientific methods is now being carried out into the ways the mushroom works and into the possibility of using it to promote health. DXN remains in the forefront of bringing the benefits of the Reishi to the common man. An old Arabian Proverb says: “He who has health has hope, and he who has hope has everything.”
Dato' Dr. Lim Siow Jin DXN CEO
18 OBTAINER WORLDWIDE
While medical science imagined in treating disord
e has progressed more than anyone could have ever ders and diseases, the real challenge lies in prevention.
References
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X.F. Bao et al. (2002): Purification, characterization, and modification of T lymphocyte-stimu-
Cytotoxic Activity of Three Species of Ganoderma. Mhd. Saufi Bastami, SitiPauliena Mhd
lating polysaccharide from spores of Ganoderma lucidum. Chem Pharm Bull 50:623-629.
Bohari, WOng Mee Har, Mhd, Noow Wahab, Ariffi Suraya Rahmani, Nor Fadial Rajab,
H. Hu et al. (2002): Ganoderma lucidum extract induces cell cycle arrest and apoptosis in
Mhajir Hamid, Malaysia.
MCF-7 human breast cancer cell. Int J Cancer 102:250-253.
Acta Pharmacol Sin. 2004 Feb: 25(2):191-5 Hypoglycemic effect of Ganoderma lucidum
H. Lu et al. (2002): Prevention of development of N,N‘-dimethylhydrazine-induced colon
polysaccharides. Shang HN, Lin ZB. Peking University Beijing , China
tumors by a water-soluble extract >>from cultured medium of Ganoderma lucidum (Rei-
J Ethnopharmacol. 2007 May 4;111(2):219-26. Epub 2006 Nov 21. Ganoderma lucidum
shi) mycelia in male ICR mice. Int J Mol Med 9:113-117.
polysaccharides enhance the function of immunological effector cells in immunosup-
D. Sliva et al. (2002): Ganoderma lucidum suppresses motility of highly invasive breast
pressed mice. Zhu XL, Chen AF, Lin FB, Peking University, Beijing, China
and prostate cancer cells. Biochem Biophys Res Commun 298:603-612.
Int Immunopharmacol 2006 Feb;6(2):241-51. Epub 2005 Aug 30. Ganoderma tsugae
G. Szedlay et al. (2002): Is the widely used medicinal fungus the Ganoderma lucidum (Fr.)
supplementation alleviates bronchoalveolar inflammaiton in an airway sensitization
Karst. sensu stricto? Acta Microbiol Immunol Hung 49:235-43.
and challenge mouse model. Lin JY, Chen ML, Chiang BL, Lin BF Dept of Food Science and
S.P. Wasser et al. (1999): Therapeutic effects of substances occurring in higher basidiomy-
Biotechnology, National Chung Hsing University, Taichung, Taiwan ROC
cetes mushrooms: a modern perspective. Crit Rev Immunol 19:65-96.
Int Arch Allergy Immunol 2007;143(1):21-30. Epub 2006 Dec 22. Effects of triterpenoid-
Y.H. You et al. (2002): Protective effects of Ganoderma lucidum polysaccharides peptide on
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Chen ML, Ling BF, Dept of Biochem Science and Technology, National Taiwan University
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Ganoderma lucidum. Life Sci 71:623-638.
Mol Cell Biochem 2007 Jul;301(1-2):173-9. Epub 2007 Jan 12. Ganoderma lucidum poly-
H.S. Zhu et al. (2000): Effects of extracts from sporoderm-broken spores of Ganoderma
sachharide peptide reduce the production of proinflammatory cytokines in activated
lucidum on HeLa cells. Cell Biol Toxicol 16:201-206.
rheumatoid synovial fibroblast. Ho YW, Yeung JS, Chiu PK, Tang WM, Lin ZB, Man RY Lau
M. Zhu et al. (1999): Triterpene antioxidants from G. lucidum. Phytother Res 13:529-531.
CS, University of Hong Kong HK
OBTAINER WORLDWIDE 19
MARKETING OF THE FUTURE
NETWORK MARKETING OF THE FUTURE „Marketing is Everything“ was the title of an article by Regis McKenna, probably the most significant marketing expert in the technology business, published in the “Harvard Business Review” in 1991. “In the long term every company is dependent on the fact that its customers speak well of the company and its products,” was his creed. And as early as 1986 McKenna, then marketing boss of Apple, was convinced “that soon no more computers will be bought without the customers getting a reference from a trustworthy person in their circle of friends.” “Recommendations and mouth-to-mouth propaganda are the most powerful form of communication in the business world,” is therefore McKenna‘s conclusion: “More powerful than any other form of promotion and PR.”
A
nd indeed marketing has long been trans-
Particularly in the distant regions of the USA “traveling sales-
formed from an operational marketing in-
men” were not just a familiar feature of the B2B (business
strument into universal “social engineer-
to business) scene, there were also representatives who sold
ing.” A web made up of relationships,
their goods – household products just as much as insurance
networks and interactions has come to
– directly to the end customers. But all these representatives
guide the whole of economic life. But where did it begin?
were restricted by their “maximum possible sales limit.” W.
“Marketing” came along with the mass production of goods
Clement Stone, the doyen of the American insurance indus-
that started from the beginning of the 20th century as a result
try, described this limit in his book “The Success System That
of industrialization. To position products on the markets and
Never Fails”, published in 1962, as follows: “On the morning
to awaken the customers‘ desire to buy new strategies were
after the eventful day when I gained 122 customers I decided
developed. Information and advertising received a completely
to duplicate myself – i.e. to build up a sales organization. At
new significance. So marketing was the response to the chal-
the end of that day I was happy but tired. I went to bed ear-
lenges facing selling in the industrial age. However, “recom-
lier than usual and also sold insurance policies in my dreams.
mendation marketing” as we encounter it today in the form of
Next morning it became clear to me that I had reached the
“network marketing” or “multi-level marketing” (MLM) had
upper limit for deals closed personally.” Since this “maxi-
not even been born 100 years ago. On the other hand “direct
mum possible sales limit” coincides with the psychological
distribution” did already exist.
and physical breaking point of the individual sales representa-
20 OBTAINER WORLDWIDE
RECOMMENDATIONS
AND MOUTH_TO_MOUTH PROPAGANDA ARE THE MOST POWERFUL FORM OF COMMUNICATION IN THE BUSINESS WORLD
tive and it is therefore not possible to stabilize sales figures at
This problem found an initial solution through the trainers re-
this high level, the direct sales companies sought quite soon
ceiving an “overhead,” i.e. a commission on the total turnover
to break through this limit. The first step in this direction was
achieved by the sales organizations of the executives they had
found quickly – building a sales organization. But at first they
trained. But very soon it was to become apparent that this too
only thought of using the experience and know-how of the
“fell short,” because the moment a new leader qualified in the
top salesmen in order to train and impart skills to new sales-
depths of the organization this turnover was lost to the origi-
men. Since the trainers shared in the turnover of the salesmen
nal trainer since the executive he had trained could now claim
they trained, the “maximum possible sales limit” was broken
the “overhead” for himself. Only when the overhead started
through for the first time. In this way the foundation stone was
to be shared over several levels was a situation reached where
laid for a development that was to produce more millionaires
executives had a genuine interest in helping new subordinates
than any other idea before or since!
even if they had not personally recruited them. “Multi-level marketing” (MLM) was born.
However, first of all the idea had to overcome a few “teething problems.” The way the concepts were originally “worked
The first company that was already using and perfecting this
out” the trainers did not really have any interest in the sales-
system in the 1940s was a company called “California Vita-
men they trained becoming trainers themselves since they did
mins,” which, as can be guessed from the name, was active in
not earn anything from them anymore when that happened.
the food supplement field. California Vitamins had recognized
OBTAINER WORLDWIDE 21
MARKETING OF THE FUTURE
NETWORKING IS EVERYTHING NETWORK MARKETING OFFERS EVERY PERSON THE OPPORTUNITY TO DEFINE THE BALANCE BETWEEN PROSPERITY AND FREEDOM FOR THEMSELVES PERSONALLY
that the “classical chain of distribution” (cf. Fig 1 on p. 24)
system” and “pyramid game” were on everybody‘s lips and
was by far not as well-suited to the sale of products in need of
hardly anybody was able to distinguish anymore where legal
explanation as direct sales where the product was presented
and legitimate sales ended and where fraud began.
to customers within their own four walls and reached the end customers from the producer with only one intermediary. In
So in 1975 the time had come: With the “Pyramid Law” the
addition, California Vitamins was the first company to come
“Federal Trade Commission” (FTC) sounded the charge
up with the idea of selling customers who registered as dis-
against “structured marketing” as the multi-level marketing
tributors the products wholesale and enabling them to benefit
models had also come to be known. The FTC‘s main opponent
from successful recommendations – the evolution to “net-
was what was already at that time the largest network market-
work marketing” was complete.
ing company in the USA, which today is still active in more than 80 countries and has more than 3 million distribution
The success of this new method of integrating the customers
partners. After more than four years and legal costs amount-
into a company‘s marketing was so overwhelming that it im-
ing to several million dollars the Supreme Court ruled that the
mediate found numerous imitators – and just as quickly nu-
distribution system used by the company was not an “illegal
merous critics. After all, in those days communications were
pyramid system” but a permissible method of supplying end
far from being as developed as today and the “informed con-
customers with a manufacturer‘s products. The criteria dis-
sumer” was far from being a matter of course. A situation that
tinguishing legality from illegality (cf. Fig. 2 on p. 25) were
was exploited by some “black sheep” in order to make a quick
finally clearly defined. This legal decision laid the basis for the
profit with utopian promises. Soon the concepts “snowball
success of network marketing, which since that time has been
22 OBTAINER WORLDWIDE
hastening from one record to the next – and that on a global
acquired. In the business cycle employers generate funds,
scale! Not only in the USA and Canada, Europe and Australia
which then flow to employees – not just those of the employ-
has network marketing become firmly established but also in
ers‘ own firms but also at suppliers, processors and service
South America and the whole Asia-Pacific region and in the
providers. With their work these employees secure the pros-
Middle East and Africa is advancing inexorably.
perity of the employers. If this cycle is broken, then prosperity is jeopardized. Today one single company can make large
I
n actuality the process that is totally changing the working
profits with few employees – and this completely without
world and society has long started. The increasing mecha-
suppliers or processors. The Internet and new information
nization and automation of many aspects of work has sim-
technologies make this possible. For this reason people will
ply made hundreds of thousands of jobs superfluous in the
not in future be able to rely on getting a steady job some-
last decades. There has been one other comparably far-reach-
where, but will have to look for their opportunity in other
ing transformation in the past: the “Industrial Revolution,”
models of work. The “freelance” and the “temporary worker”
which in the 18th and
are only two of numer-
19th centuries led from
ous possibilities that are
an agricultural to an in-
gaining more and more
dustrial society. The rap-
significance. People are
id technical development
required to reflect on
has in recent years forced
themselves
many
qualities. Then in the
people
to
look
and
their
for new jobs in the ser-
crisis
vice sector. But even the
will indeed be planted
transition to the service
to make good the short-
society still does not rep-
fall in your wallet using
resent the end of the de-
your own initiative. Here
velopment: Today we are
network marketing may
standing on the threshold
very well offer a genuine
of the Information Age,
career opportunity. Be-
i.e. that epoch where
cause expensive “high-
“knowledge” represents
power advertising” on TV
the central value when
and radio has long been
it comes to earning a liv-
out in many industries
ing. This is, however, no
since the ratio of results
reason to stick your head
to costs is not particu-
in the sand, particularly
larly good. Nevertheless,
as – seen historically –
the advertising cost of
every attempt to combat
German companies alone
progress has been con-
the
opportunity
amounted according to
demned to failure. It is more sensible to take advantage of
“Nielsen Media Research,” the leading media research com-
progress. Just as today machines already take over a lot of
pany worldwide, in 2008 to more than €21 billion and the
boring and exhausting work and thus create more creative
trend is upwards.
space for people, with the transformation to a knowledge society it is also a case of not losing sight of the primary goal –
The sales strategies of network marketing companies mean
the acquisition and distribution of prosperity – and placing
they can dispense with such advertising budgets by transfer-
the whole process at the service of humankind.
ring the products directly to the end customer – unlimited timewise (no store opening times) and placewise (world-
Prosperity was the watchword of yesterday, is the watch-
wide) – by means of “dialog-oriented distribution channels.”
word of today and tomorrow it will still be the watchword
Costly traditional business is thus avoided. Only the success-
of successful business ventures. Prosperity that wants to be
ful recommendations of the distributors, i.e. genuine sales,
OBTAINER WORLDWIDE 23
MARKETING OF THE FUTURE
are paid for in the form of commissions according to each
“outside.” Because the customer is becoming more and more
company‘s individual remuneration scheme. These “soft
a co-producer of the product, a “prosumer.”
sales” through recommendations and bridge-building are continuing their forward march. Network marketing have al-
The idea of the company as a system interacting with its
ready done pioneering work here in the past. Today, howev-
surroundings and of marketing as a co-designer of this life
er, in the age of “social networking,” when some people have
system leads to a considerably broadened concept of market-
more “friends” on Twitter or Facebook than some countries
ing. A concept that has long been practiced in the network
have inhabitants, this form of “person-to-person” promo-
marketing industry. Here the variety of markets should not
tion is becoming more important with each passing day! In
be ignored. Each market has its own logic that you have to
times when their advertising presence has to become louder,
be able to deal with as with the variety of different forms
gaudier and more original in order to draw customers “out
of behavior of target groups, market segments, partners and
of the woodwork,” network marketing companies are taking
other participants in the market. An example of this would
the direct route via “enthusiastic users,” who recommend the
be the halal seal of quality (cf. OBTAINER WORLDWIDE,
products and services warmly to their friends, acquaintances
Issue No. 11/09, pp. 122 ff.) allocated to meat, condiments or
and business partners – and that completely free of charge!
cosmetics and recently also to financial products.
portant. The mistake of assuming that marketing is “done
T
in the marketing department” is a fatal one. Modern mar-
others. Here consider for a moment: How often have you gone
keting is no longer limited to the boundaries of your own
to the cinema, consulted a lawyer or booked a holiday as a re-
company. It should be understood as a recurrent theme that
sult of a recommendation? It is part of human nature to help
pervades and activates the whole organization. But with this
other people and also to give unasked advice when you think
overall perspective marketing can no longer be considered
it will be of use to the other person. But also recognition plays
the exclusive domain of a few particularly experienced mar-
a great role here because, if we are honest, we recommend
ket experts, such as the product manager or the marketing
something good not only to help others but also to earn grati-
manager, or even of the distribution manager or the CEO. It
tude and esteem. But who are these “others”? They are what
has long become dangerous to rigidly separate “inside” and
is called a “network”: the totality of all professional and pri-
Particularly with products that require lots of explanation, ones that are difficult to sell without extensive information, a recommendation from a trusted person is all the more im-
Manufacturer
Exporter Importer
oday a good reputation is everything. News and rumors – both positive and negative – spread like wildfire through the social networks. However, most peo-
ple do not believe that they have influence on the decisions of
Wholesaler Intermediary
Customer
Advertising
Retailer
Fig. 1: Classical sales channel
Manufacturer
Independent distributor
Fig. 2: Direct sales channel
24 OBTAINER WORLDWIDE 12/2010
Customer
vate contacts. Every single one of us has such a network – and the primary task of a “networker” consists of activating this network! Since time immemorial people have made alliances and joined together. They “network” both for economic and political reasons as well as social ones. Networks are gaining significance in both the professional and the private sphere and here the Internet as a medium of interpersonal communication is playing an ever more important role in building and caring for relationships. These changes are also molding the essence of work. New forms of work emerge, e.g. working as a freelance in networks, of which “network marketing” is a part. The network – it is claimed – is the organizational form of the future and in the private sphere it is gaining significance just as much as within and between organizations in the realms of business, politics or civil society. But for self-confessed networkers that is nothing new. The task of a networker consists of organizing this networking. Networking partners share in the turnover generated in these networks in the form of commissions. People who decide as small businesspeople to enter network marketing are acting totally in line with the trend: the number of associates involved worldwide in the direct sales industry rose in the 20 years from 1988 to 2009 from 8.5 million to over 65 million! At the same time the percentage share of networkers has increased continually so than meanwhile only a maximum of 14 percent of all people working in sales are involved in “classical direct sales” – and over 86 percent in network marketing.
ILLEGAL
LEGAL
•
No product, or product without any utility/demand,
•
Product with utility and demand
license fee
•
Remuneration in network marketing is dependent on
•
Recruitment of new partners earns commissions so that real sales become irrelevant (bounty)
turnover: commissions only for product turnover •
The contract is concluded with the network marketing
•
The revenues of an authorized dealer are directly
company, settlement takes place centrally through the
•
reduced by the turnover commission for the
•
sponsor on the level above
•
The products are purchased from the level
•
above or are passed from level to level
•
hierarchy for the same price
•
with a mark-up
•
It is possible to overtake participants on a higher level
•
It is not possible to overtake participants on a higher
•
Not the first, but the best is the best
level
•
Start-up costs are low: mostly you acquire a starter kit
company •
The products are purchased directly from the manufacturer – and this on all levels of the
•
“Devil take the hindmost“
for less than €100 or $100 and for that you receive an
•
Contract penalties, minimum purchases, expensive
equivalent in products, brochures, etc.
course packages, high entry costs
12/2010 OBTAINER WORLDWIDE 25
MARKETING OF THE FUTURE
The future – that now seems certain – belongs to the networks.
to it. For this you have to know your own strengths. Then your
Whereas previously – in a market that covered a narrowly lim-
contacts and your skills will advance with every step.
ited area – the danger often arose that networks would topple into the negative and become a “tangle,” today – in a global-
Sometimes difficulties will appear and your networking part-
ized, open world market – the demands on all participants are
ners will try to draw you into something that is not really your
above all molded by transparency and openness, which is why
thing. Then you need the ability to recognize the lines of con-
in the sphere of work highly professional behavior is the pre-
flict quickly and to find a solution that is satisfactory for as
condition for business success. Nevertheless, it is not permis-
many participants as possible. To do so you must also make
sible to equate “networking “ with “selling”! In the first place
yourself aware of your skills. You have to know what you want
it is a question of building up a relationship and of anchoring
and what you are able to do. Then it will be easy to define what
yourself in people‘s memories through a self-confident and
you still lack in order to achieve your goal. In this manner you
appealing manner, so that when a suitable opportunity arises
will acquire a sort of “mental shopping list” that will help you
they will remember the networker. Here what is important are
to take the first steps.
not close friends or family members – what are called “strong ties” – but rather the “weak ties,” the friends of friends – or
Everything starts with communication. This is much more
even their friends. It is not so much a question of direct con-
than just talking. It is the basis of understanding, clarification,
GOOD REPUTATION IS EVERYTHING NEWS AND RUMOURS – BOTH POSITIVE AND NEGATIVE – SPREAD LIKE WILDFIRE THROUGH THE SOCIAL NETWORKS
tacts as of indirect ones – the contacts of contacts! That is the
adaptation and development. In our society many people find
“art of linking.” For those who master this art success is a self-
it difficult to really pay attention to others. But only good com-
starter. Anybody at all who is unhappy with their present life
munication can lead a network to success. When do custom-
situation will find in network marketing a way that promises
ers speak positively about your company? When they get more
positive change – and this to a great extent independently of
than they expect. The magic formula of recommendation mar-
the overall economic situation. In fact the turnover figures of
keting and customer satisfaction is “expectation.” Frequently
the large networking companies show that since the start of
you do not have to do much research in order to find out what
the world economic crisis in September 2008 the industry has
the customers want and how you can exceed these expecta-
been on a course of stable growth – quite the opposite of gen-
tions. Because quite seriously: As a rule your customers ex-
eral developments. Job cuts in other industries and wage and
pect no more than you also expect from other people! These
cost pressure on all dependent employees make the network
are the “basic skills” – punctuality, friendliness, honesty and,
marketing alternative appear more attractive from month to
of course, flawless performance or a product “that works.”
month – no matter whether as a second income or as a “full-
These basic skills are the “duty” of recommendation market-
fledged livelihood.” Ultimately there is only one single pre-
ing and without them it will hardly be possible to achieve good
condition in order to be successful as a networker and that is
mouth-to-mouth propaganda.
the willingness to learn everything necessary for success! A “better life” does not necessarily mean a bank account worth Working in networks is based on trust and cooperation. Trust
millions, a bigger house or a faster car. Network marketing
arises from being a reliable partner in your network. In a net-
offers every person the opportunity to define the balance be-
work there is no outside authority that can force you to do
tween prosperity and freedom for themselves personally. This
some job or another. That is why it is important that you know
is probably the real reason why today more and more people
and feel yourself what things are all about before you enter a
all over the world are living in line with the motto: Networking
collaboration. It should be clear to you which interests coin-
is everything!
cide and where and what contribution you will be able to make
26 OBTAINER WORLDWIDE 12/2010
12/2010 OBTAINER WORLDWIDE 27
SUCCESS STORY
One World, One Mushroom
“Everybody can transform their lives” By his own life alone Bhanu Bhakta Dhamala is already proof of how much the world has come together in recent decades. He was born in India, grew up in Nepal, works today full-time in the United Arab Emirates and we're reporting about his career in MLM from Germany.
A
fter working in his pro-
to concentrate only in DXN again by
small amount of money and to have a
fession for 10 years it
quitting the team and that company as
huge income to transform their lives to-
became clear to Bhanu
well.” In addition, the efficacy and the
wards prosperity after a period of time,”
Bhakta that he wouldn't
great potential of the products drew
is his verdict, “and DXN enables people
be able to realize any of his dreams if he
him back to DXN. “And the fact that
to change their lives.”
continued doing what he had been do-
the ganoderma mushroom was able to
Bhanu Bhakta tells of partners who
ing. If he continued working exclusively
help me get rid of my allergic sinusitis,
have never been to school but, never-
as an employee of a petroleum compa-
my acidity and my fatty liver also made
theless, have achieved a certain level in
ny, his dreams would remain mere aspi-
me return to DXN,” says Bhanu Bhakta
DXN's system and enjoy a handsome
rations without ever getting the chance
with a smile.
income (more than their salary) every
to become reality. The father of three
On top of this his business offers him
month along with 2 % international
simply didn't earn enough money. “I
a platform to extend his knowledge of
profit sharing. Some of them have even
was always broke and counting the days
the products and to share it with other
become fulltimers to build up their busi-
to my next monthly salary. Hence the
people who are interested in a healthy,
nesses. “All in all the DXN's success sys-
extra income was my motivation to join
comprehensively
lifestyle
tem represents a wonderful opportunity
MLM,” he told us. Today he conducts his
. The core of DXN's product range is
for 'lay people' who'd like to transform
business after work during his free time.
ganoderma, an Asian mushroom that
their lives because DXN's marketing
In December 2002 Bhanu Bhakta
has been used in Asian medicine for
plan is easy to follow,” summarizes
came into contact with network market-
thousands of years. It can be used as an
Bhanu Bhakta and adds with regard to
ing for the first time. His first contact
extract or as a powder and supports the
the whole industry: “This system is de-
was with the Malaysian company DXN,
healing of many health problems. So it's
signed so as to provide maximum ben-
which has meanwhile expanded into a
no surprise that in addition to the clas-
efit to the end consumers and it helps
global operation and is represented in
sical capsules containing the healing
unemployed people or even housewives
150 countries. “DXN distributes world-
extract it's possible to find almost every
to generate their own income and also to
class organic, healthy day-to-day prod-
conceivable opportunity to make use the
expand it on a large scale.”
ucts at affordable prices,” he explained
healing power of the mushroom in DXN
Asked what distinguishes his work
to us. “There's a generous marketing
products from Ganoderma Coffee, via
as a sponsor, Bhanu Bhakta answers:
plan and people with a professional at-
Ganoderma Vinaigrette to Ganoderma
“I stay with people until they can work
titude associated with the company.”
Toothpaste.
independently by guiding them, help-
supported
Nevertheless, Bhanu Bhakta left DXN
Bhanu Bhakta doesn't just leave
ing them, motivating them and provid-
again initially. Other networkers had
things at exchanging information about
ing informative materials and updates
made him believe that he could achieve
DXN's versatile products: He considers
that are supportive for both online and
a higher income with their company.
DXN's system to be just as recommend-
offline business. However, their own
However, he quickly realized that this
able as it is promising. Anyhow he takes
initiative also plays a decisive role in be-
was not the case: “Finally when I experi-
an extremely favorable view of network
ing successful in this business.” Bhanu
enced they were not favoring me, instead
marketing. “Networking helps people
Bhakta does everything in his power to
they were favoring themselves, I started
to own their own business with a very
support his business partners' own ini-
28 OBTAINER WORLDWIDE 12/2010
12/2010 OBTAINER WORLDWIDE 29
SUCCESS STORY
tiative. Although in addition to ware-
ings Bhanu Bhakta has recently start-
social media such as Facebook, Twitter
houses DXN also sets up its own offic-
ed his own homepage (www.dxn2us.
or YouTube to reach and inform people
es large enough for big gatherings, he
com), which contains all the relevant
he doesn't know personally yet. “This
regularly conducts meetings in various
information
forthcoming
business is a helping business,” he
hotels. “Here it's not just to make it
training sessions. “On the basis of the
says, “and this is my inner motivation.
easier for people to understand DXN's
knowledge I've gained from various
Everybody can transform their lives.”
whole concept, but it also helps to cre-
leaders and professionals during my
Through DXN Bhanu Bhakta has
ate closeness to the leaders,” he says
8-year journey with DXN, I've cre-
transformed his life on a lasting ba-
explaining his approach. And Bhanu
ated my own materials, which help
sis. Since he has been running his
Bhakta also holds seminars in hotels.
people to understand very easily. I
own business, he has acquired more
This is a method that he successfully
update and distribute them within my
and more freedom. And he has got to
learned at his company: “DXN orga-
organization from time to time on pa-
know foreign countries. With DXN he's
nizes seminars in hotels by inviting
per, audio and video CDs and MP3s,”
traveled through half of Asia and the
various leaders from DXN and experts
he told OBTAINER. Occasionally he
Arabian region and now he's dream-
from prestigious organizations like
holds telephone conferences for those
ing of Africa, the USA and Britain.
Oxford and Harvard. I also duplicate
partners who live far away in order to
“I'd like to deliver a message through
this to channel the knowledge acquired
provide them with information about
OBTAINER to the people associated
from them to the lower levels because
the products, the system and also the
with MLM: Keep going until you real-
it helps people to be more professional
company. “This helps them to clear
ize your dreams. But you have to be pa-
at an economic cost.”
their doubts and go forward,” he says.
tient,” he advises our readers, “because
And on top of that Bhanu Bhakta uses
it takes time to succeed.”
In addition to seminars and meet-
30 OBTAINER WORLDWIDE
including
“Keep going until you realize your dreams. But you have to be patient, because it takes time to succeed.“
OBTAINER WORLDWIDE 31
INCENTIVE TRIP
DXN Middle East
Travel Seminar Incentive 32 OBTAINER WORLDWIDE 12/2010
A complimentary trip of 5 nights & 6 days to Nepal organized by DXN Middle East was an unforgettable experience for the DXN Achievers across the Gulf.
e Trip 2010 To
NEPAL 12/2010 OBTAINER WORLDWIDE 33
INCENTIVE TRIP
34 OBTAINER WORLDWIDE 12/2010
120 DXN Achievers hailing from different GCC Countries were part of this wonderful excursion which was conducted from October 22nd 2010 to October 27th 2010. Groups from different cities in the Middle East had arrived at Nepal Capital Kathmandu on 22nd October 2010 and enjoyed an exceptional welcome greeting at the Airport prearranged by DXN Nepal Members & the Tour Agent. Group had been taken directly for a lunch at one of the most premium traditional restaurants in Kathmandu where they had enjoyed a veritable feast of delicious dishes along with live cultural programmes performed by local artists. Group had checked into the luxurious Soaltee Crown Plaza 5 Star Hotel and at the night, a Welcome Gala Dinner had been arranged alongside the Swimming Pool. Next Day Morning Group had been taken for a Kathmandu City tour through the winding roads of the old city and visited the legendary Durbar Square, which is filled with many Hindu temples and smaller shrines. The oldest temple building there dates back about 1,000 years, and the most recent around 200 years. Then the group had visited 'Swoyambhunath Stupa' which is renowned as the Oldest Statue of Buddha. After the lunch, Group had visited the ancient city of Bhakthapur and the members were overwhelmed with amusement by witnessing the beauty of traditional Nepal Architecture. Next Destination was Pokhara; a city surrounded by the Himalaya Mountains. On the way to Pokhara, group members had experienced a treasured Cable Car ride to Mankamana Temple situated at an altitude of 258 meters above the sea level. Lunch also was really unforgettable as it had been arranged in a restaurant amidst the thick forest by the side of a Himalayan river. It was in the night that the group had checked into Fulbari Resort, Pokhara which is well-known for its garden surrounds with an eye-catching backdrop of Himalaya Mountains.
12/2010 OBTAINER WORLDWIDE 35
INCENTIVE TRIP
Next Day Morning, Mr. Osler Sto Thomas a very power-
Hall of Crown Plaza for the Conclusion Meeting Organized
ful motivator from DXN Philippines who had joined the trip
by DXN Nepal. Around 70 members from DXN Nepal have
as a special guest, delivered an exceptionally set Motivation
joined the conference along with the Middle East Achievers.
Speech to the Members in the Fulbari Resort Conference
During the conference, Middle East Achievers were really
Hall. Then the group had proceeded for the Boat ride through
excited when they were explaining about the trip and each
the picturesque Fewa Lake of Pokhara. After the Boat ride, a
of them had expressed their immense gratitude towards
bunch of adventurous people from the group had gone for Para
DXN Nepal Members for the warm hospitality that they had
Gliding and the rest have enjoyed their time in the Mountain
shown. At the end of the conference, each group member is
Museum. With a good cause to improve the facilities of the
awarded with a certificate and 2 beautiful Souvenir Gifts pre-
Mountain Museum, group members have collectively contrib-
sented by DXN and by the Tour Agent. Conference followed
uted the amount to buy a LCD Television for the Museum and
by a scrumptious Buffet dinner.
handed it over to the Museum Authorities.
Final day of the trip was lively and eventful as the group
Last day in Pokhara, group members had gone to view the
members had gone for the Mountain Flight to see the tallest
Magical Panoramic Sun rise at Himalaya Mountains and most
mountains in the world. One hour Mountain flight had gifted
of them were spellbound as that was the most beautiful natural
them with a breathtaking close view of the spectacular peaks
scenery that they had ever witnessed. Group had reached back
including the highest peak in the world Mount Everest . With
at Kathmandu by evening, checked back in to Soaltee Crown
the mountain flight, tour programme had come to the wind-
Plaza and directly proceeded to the magnificent Conference
ing up stage. Even though the whole trip was filled with absolute fun and bliss, the farewell was really painful. With Tear filled eyes and shivering hands, group members had hugged each other before they depart to their respective countries; to the daily grind of life.
36 OBTAINER WORLDWIDE 12/2010
12/2010 OBTAINER WORLDWIDE 37
MORINDA CITRIFOLIA
Indian Mulberry, Mengkudu (Malay), Nonu/Nono (Pacific Islands), Noni (Tahitian)
Morinda citrifolia — From Polynesian healers to health food supplements 38 OBTAINER WORLDWIDE
M
orinda citrifolia (noni) is one of the most important traditional Polynesian plants. Remedies from isolated Polynesian cultures, such as that of Rotuma, illustrate traditional indi-
cations that focus upon leaves, roots, bark, and green fruit, primarily for topical ailments. Anecdotally collected Hawaiian remedies that employ noni fruit illustrate changing usage patterns with shifts in recent times to preparation of juice made of ripe or decaying fruit. The knowledge on the chemical composition of Noni fruit has considerably increased over recent years. A number of in vitro and, to a certain extent, in vivo studies demonstrate a range of potentially beneficial effects. The plant indigenous to India, Malaysia, and Southeast Asia, is a Noni of evergreen ranging in size from a small bush to a tree 20 or 30 feet high. Approximately the size of a potato the Noni fruit has a lumpy appearance and a waxy, semi-translucent skin that ranges in color as it ripens from green to yellow to almost white. Native Tahitians recognize it sight unseen because of the fruit’s rancid smell when fully ripe. This smell decreases some as the fruit is fermented and the juice is prepared. The taste is also improved during this processing. The Kahuna medicine men in French Polynesia and all others
MORINZHI
who‘ve already tried the “gift of the gods” once don‘t need to
Freshly squeezed Noni juice. Enriched with
be convinced of the advantages of regular noni consumption.
100% pure and natural Roselle extract to
They know them from experience! And in this case it doesn‘t
enhance the nutritional benefits and taste.
matter whether the beneficial effect of the South Sea fruit is
2 tablespoons daily
caused primarily by its high enzyme content, the high proportion of the trace element manganese or the high concentration of iridoids. In the whole of the Pacific Region since time immemorial innumerable myths and legends have been woven around the bulb-shaped fruit of the “Indian mulberry tree” – as Morinda citrofolia is also called – and the indigenous people have known about its healing power for generations. But our modern “medicine men” wanted, of course, to know more about “why”... and in the course of their investigations they first came across two enzymes they called proxeronine and proxeronase. Proxeronine is a colloid that, unlike most colloids, contains neither sugars, amino acids, nor nucleic acids and thereby has been overlooked by most biochemists. This compound initiates the release of xeronine in the intestinal tract after it comes in contact with a specific enzyme which is also contained in the Noni juice. This particular chemical combination is believed to significantly affect cellular function, which can determine a whole host of physiological reactions. The enzymatic reactions that occur with taking Noni juice on an empty stomach is believed to set cellular repair into motion.
OBTAINER WORLDWIDE 39
MORINDA CITRIFOLIA
NONIZYME Ready-to-drink fermented Noni. Packed in aluminium can for easier and more convenient consumption. Formulated using DXN advanced fermentation process. Enjoy the juice right from the can! For better result, Noni beverage is advised to be taken before meal.
MORINZYME Fermented Noni concentrate. Highly concentrated with fermented Noni to deliver the benefits of natural enzymes.
2 tablespoons to a cup of water This prompted the researchers to undertake further analyses which granted them new, sensational insights year after year. For this reason we know today better than ever what exactly is in the noni and why DXN products achieve such outstanding results. Thus “Morinzhi” contains inter alia manganese, a trace element that according to scientists supports the maintenance of healthy bones, promotes a balanced energy metabolism and protects cell tissue from oxidation damage. In addition to that the extraordinary amount of secondary plant metabolites, what are called iridoids, represents a quality feature of noni products. These plant metabolites, which belong to the large group of terpenes or isoprenoids, are ascribed inter alia a strong anti-microbial effect. Noni fruit has excellent levels of carbohydrates and dietary fiber and is a good source of protein. Noni pulp is low in total fats. The main micronutrient features of noni pulp powder include exceptional vitamin C content and substantial amounts
40 OBTAINER WORLDWIDE
of niacin, iron and potassium. Vitamin A, calcium and sodium are also present. The DXN farm and factory located at Bukit Wang in Alor Setar, Kedah, is far away from pollution. With excellent production technology and stringent quality control system, DXN have been awarded Good Manufacturing Practice (GMP) and ISO 9001. The Noni fruit is home-grown at the DXN Noni plantation in a pollution free environment, with appropriate
REFERENCES
sunlight and in micro-nutrient rich soil without using pesti-
Wee Yeow Chin, "A Guide to Medicinal Plants", Singapore Science Centre,
cides or other harmful intrusions.
1992 (p. 106: description, chemical compounds, uses, photo). Dr E Soepadmo (ed.), "The Encyclopedia of Malaysia: Plants", Editions
The juice is pressed directly from freshly picked ripe fruits
Didier Millet, 1998 (p. 16: seasonality).
to ensure that its nutrients and active ingredients are at op-
Noni (Morinda Citrifolia) by Rita Elkins, M.H.
timum level to deliver health benefits. The Morinzhi is made
Noni: Nature's Amazing Healer by Neil Solomon, M.D., Ph.D.
from pure concentrate, without additives, artificial flavour-
nti-proliferative and antioxidative activities of Thai noni/Yor (Morinda citri-
ing, colouring and preservatives and contains 100% pure and
folia Linn.) leaf extract, Southeast Asian J Trop Med Public Health. 2010
natural Noni juice.
Mar;41(2):482-9.
OBTAINER WORLDWIDE 41
Moments to Remember
Over the last two decades, DXN has grown to a worldwide successful multi-level-marketingcompany, providing quality products that are combined with a unique business opportunity. This is what we are all about. We would like to thank all DXN marketers for their loyalty and referrals. We are extremely passionate about creating inspiring events for our successful members. Our events and incentives are the expression of our appreciation. Remember those moments and let them last forever.
DXN TSIP TRIP TO PARIS
P - TSI EAST E L D ID DXN M YPT TO EG P I R T
42 OBTAINER WORLDWIDE
DXN TSIP TRIP TO GENEVA
DXN TSIP - Costa Serena Cruise
DATO‘ DZ COMMIS ULKIFLI, S NR. TR SIONER ADE RECEIV - MATR ES EXE A CUTIVE DE IN DUBA I STARTE R KIT
AUSTRALIAN AND PHILIPPINES TEAM VISIT TO DXN UAE
HIS EXCELLENCY HONORABLE TAN SRI DATO’ MUHYIDDIN HAJI MOHD YASSIN, PRESENT DEPUTY PRIME MINISTER, THE GOVERNMENT OF MALAYSIA IN DXN DUBAI OFFICE
OBTAINER WORLDWIDE 43
Moments to Remember
DXN LEADERS WITH DATO‘ DR. LIM IN LONDON DURING TSIP
PROGRAMME IN CHAMBER OF COMMERCE - DUBAI
44 OBTAINER WORLDWIDE
TRAINING PROGRAMME BY PROF. RAJIV LAL, PROFESSOR - HARVARD UNIVERSITY
TRAINING PROGRAMME BY PROF. LALIT JOHRI - OXFORD UNIVERSITY
DXN MIDDLE EAST TSIP TRIP TO CHINA
L. FFREY E J . DR AE E BY I - U GRAMM ) IN DUBA O R P ING ITY TRAIN D UNIVERS R (OXFO
ER SAMPL
Moments to Remember RECOGNITION NIGHT CEREMONY IN JEDDAH - KSA
PROGRA MM CHAMBE E IN DUBAI R OF C OMMERC E
TRAINING PROGRAMME IN OMAN
RECOGNITION CEREMONY IN SAUDI ARABIA
46 OBTAINER WORLDWIDE
INTERNATIONAL LEADERSHIP TRAINING CAMP IN GRAND MERCURE HOTEL - AL AIN - UAE
RECOGNITION CEREMONY IN UAE
...forever
RECOG
NITIO
N CER EM
ONY I N QAT AR
OBTAINER WORLDWIDE 47
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