According to the Direct Selling Organization, she’s one of more than 20 million Americans who participated in direct sales in 2016. It’s a booming business, racking up an estimated $35 billion that year, a 30% increase from 2010. You might have been roped in yourself and not even realized it: If you’ve ever received a perky Facebook message from an old friend inviting you to a party at her house, had a cousin say she has a business opportunity that could help you take control of your life, or been handed a colorful business card outside of Target by a woman spilling with compliments, you might have been charmed by an MLM seller.
Marketing innovations are not rare in the modern world, as evidenced by the success of Wal-Mart, which found a more efficient and profitable way to distribute goods and services than the status quo, providing lasting value to stockholders, employees, distributors, and consumers. But this is not the case with any MLM to date, and after 25 years of failed attempts, it is time to point out the reasons why.
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