INSIGHT
A small look into the future With  digital  change,  of  course,  also  came  new  risks  for  companies  within  MLM  as  well  as  the  direct  selling  industry.  Suddenly  everyone  was  able  to  advertise  on  the  net  and,  therefore,  was   able  to  spread  and  reproduce  discretionary  messages  which,  in  turn,  would  often  provide  for  a  negative  and  harmful  image  of  a  busi- ness.  OBTAINER  has  recognized  this  problem  from  the  beginning:  already  for  a  long  time  PR  and  a  positive  image  of  one's  own  brand  should  be  the  priority  for  every  marketing  department.  The  classic  role  distribution  between  consultant  -  as  an  advertising  medium  -  and  MLM  as  a  direct  sales  business  -   simply  a  larger  version  of  the  same  -  has  been  rescinded;  this  quantum  leap  was  not,  however,  made  satisfactorily  by  the  industry.  Only  slowly  and  reluctantly  does  the  com- pany  say  good  bye  to  the  concept  that  their  own  consultant  is  able  to  handle  building  the  marketing  (image)  for  the  company  by  being  the  "advertising  mes- senger."  Yet,  every  consultant  is  a  marketing  expert  and  can  build  the  image  of  the  company's  strategy?  In  reality  many  companies  initially  fall  into  a  deep  hole  when  top  selling  executives  move  on.  Worldwide,  some  50  million  people  are  involved  in  direct  selling.  The  stand  opposite  hundreds  of  millions  of  people  around  the  world  who  are  without  work  and  without  income.  Direct  selling  offers  a  real  alternative.  This  requires  self- regulation,  an  ethical  and  moral  responsibility,  healthy  competition  and,  above  all,  a  global  voice  for  us  all.  OBTAINER  would  like  to  take  over  this  role. Between  10%  and  15%  of  all  networkers  in  the  world  might  have  heard  of  us.  A  total  of  maybe  2%  of  all  direct  selling  companies  use  the  services  that  we  offer  and  our  unique  expertise.  Not  even  1%  of  the  total  world  population  knows  about  direct  sales. 7KHVH DUH RXU DVVLJQPHQWV IRU WKH QH[W ÂżYH \HDUV 7KH GLUHFW VDOHV LQGXVWU\ ZLOO over  the  next  10  years  in  many  countries,  especially  in  Africa  and  Asia,  experi- ence  unprecedented  growth,  but  it  is  also  an  unprecedented  responsibility.  We,  DW 2%7$,1(5 VKDOO QRW RQO\ ÂżQG ZRUGV RI FDXWLRQ DQG ZH VKDOO QRW UHVW RQ RXU media  laurels,  but  we  shall  do  our  part  within  the  direct  marketing  industry  with  regard  to  our  responsibility  vis-ÂĂ -Âvis  the  many  millions  of  distribution  partners. :H ZLOO SURYLGH ÂżUPV PDQDJHUV DQG JRYHUQPHQWV RXU NQRZOHGJH DQG H[SH- rience  and  shall  do  this  across  all  borders,  religions  and  cultures.  The  world  is  changing  and  becoming  more  global.  To  compete  in  a  global  world  one  must  embrace  the  need  to  think  globally,  to  get  to  know  local  conditions  and  one  needs  to  understand  and  respect  them.  OBTAINER  is  already  unique  in  the  world  and  will  expand  this  position  further.  I  would  be  delighted  if  you  join  us  on  this  jour- ney.  What  would  any  company  be  without  distribution  partners,  what  would  we  be  without  our  readers  and  what  would  the  world  be  without  people. In  this  sense,  I  hope  you  have  enjoyed  this  little  journey  with  me  and  I  look  forward  to  meeting  you  personally.  Until  then  ... Stay  strong! Yours  truly,  Michael Sander
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OBTAINER WORLDWIDE 01/2012
The direct sales industry will over the next 10 years in many countries, especially in Africa and Asia, experience unprecedented growth, but it is also an unprecedented responsibility.