In a riveting episode of the Built to Win podcast, Neora’s founder, Jeff Olson, and Co-CEO Debra Heisz discuss their company’s unprecedented triumph against the FTC. This hard-fought battle, spanning over seven years, culminated in a momentous ruling that vindicated Neora and set a new standard for the direct selling industry.
Olson and Heisz emphasize that Neora’s victory was not a matter of luck but rather a result of the company’s unwavering commitment to doing things right from day one. Neora was built to win by focusing on legitimate customers, quality products, and a robust compliance department. The company’s direct-to-consumer model, which aligns with the rapidly evolving e-commerce landscape, played a significant role in its success.
Throughout the grueling legal process, Neora remained steadfast in its belief in the company’s integrity and the value it brings to its customers and brand partners. Despite skepticism and doubt from industry pundits, Olson and his team stood firm, knowing that the truth would prevail.
The judge’s ruling, which took nearly 11 months to arrive, was a resounding affirmation of Neora’s business practices. The company won on all counts, with the judge citing Neora’s commitment to compliance, legitimate customer base, and quality products as critical factors in the decision. This victory validated Neora’s approach and established a new gold standard for the direct-selling industry.
Olson and Heisz highlight that Neora’s success stems from its ability to adapt to changing market forces and consumer preferences. By focusing on providing value to all stakeholders—customers, brand partners, and employees—Neora has created a synergistic environment where everyone can win. This philosophy of abundance, coupled with the company’s perfect intentions, has been instrumental in building Neora to win.
The impact of Neora’s victory extends far beyond the direct selling industry. The ruling has significant implications for companies with independent contractors, such as real estate and insurance, protecting their right to operate without undue restrictions. Additionally, the case underscores the importance of building a company on solid principles, focusing on customer value, and maintaining a robust compliance department.
As Neora moves forward, Olson and Heisz remain committed to being the best versions of what they have built, continually evolving to meet the needs of their customers and brand partners. Their unwavering dedication to doing the right thing inspires entrepreneurs and business leaders alike even in the face of adversity.
In conclusion, Neora’s historic victory against the FTC is a testament to the power of perseverance, integrity, and a customer-centric approach. By being built to win from the ground up, Neora has emerged victorious and set a new standard for the direct selling industry and beyond.
