By Jamie Dawson
In this enlightening episode of the Built to Win podcast, Neora’s founder, Jeff Olson, and Co-CEO Debra Highes sit down to discuss their company’s monumental victory against the FTC and the invaluable lessons they learned throughout the arduous seven-year journey. The conversation delves into the principles that allowed Neora to emerge triumphant and how their unwavering commitment to doing things correctly has set a new standard for the direct sales industry.
Jeff and Debra emphasize that Neora’s success can be attributed to their steadfast dedication to building a legitimate e-commerce direct-to-consumer model, focusing on quality products and customer satisfaction. By prioritizing compliance, eliminating the “gotchas” often associated with the industry, and fostering a strong community that values customers and brand partners, Neora has differentiated itself from its competitors and aligned itself with the evolving market forces.
The discussion highlights the emotional roller coaster the Neora team experienced throughout the legal battle, from the confidence they felt leaving the courtroom to the agonizing 11-month wait for the final ruling. Despite the challenges, Jeff and Debra remained resolute in their belief that they had built a company that was doing things the right way and bringing genuine value to all stakeholders.
The historic victory, now known as the “Neora Standard,” has far-reaching implications beyond the direct sales industry. It serves as a testament to the importance of independent contractors and the need for companies to adapt to the rapidly changing consumer landscape. Jeff stresses that businesses must be willing to make tough decisions, break free from past paradigms, and align themselves with the market forces of the future to succeed in today’s fast-paced environment.
One of the most significant takeaways from the episode is the power of value and perfect intentions. Neora’s success demonstrates that when a company is built on providing value to all stakeholders and operating with perfect intentions, it can weather any storm and emerge victorious. The ruling has vindicated Neora’s business model and positioned the company as a trailblazer and a source of inspiration for others in the industry.
As Jeff and Debra reflect on their journey, they express immense pride in their decisions from the beginning and the team that stood by them through thick and thin. The experience has reinforced their belief in abundance, giving, and the importance of surrounding oneself with the right people. Looking forward, Neora remains committed to being the best version of itself, continually evolving and adapting to the ever-changing market forces while staying true to its core values.
The Built to Win podcast series promises to delve deeper into the personal leadership lessons and experiences of the Neora team, offering valuable insights for entrepreneurs and business leaders alike. With their historic victory and unwavering dedication to doing things correctly, Neora has firmly established itself as a company built to win.
