Change

I have read a lot lately about the "sea change" happening in our society. When I hear it from MLMers, I am a bit skeptical. Maybe you haven't noticed, but as a group we are inclined a tad toward hype. I write this off to positive enthusiasm, but it makes me look more carefully at some of the claims I hear. All of us, as you know, have products that will cure a rainy day, and compensation plans that will make even a cocker spaniel rich. Given that, what about this Big Change overtaking society, and how does MLM fit in?

The Change has been likened to the Industrial Revolution in scope and the discovery of the wheel in impact. Oddly, the single most significant discovery in contemporary history was the metal plow. No kidding. The only thing that has approached the plow in worldwide importance is the microchip and microcomputer. In time, I suspect the computer is going to surpass the plow in significance, but for now the plow has actually had more influence on our lives than the computer, the telephone, or even the wheel. MLM could very well be more significant than it looks at first glance.

As far as the Industrial Revolution goes, the vast majority of people did NOT see nearly the full impact mechanization of work was to have, even though it seems obvious to us now. Some of the population, called Luddites, fought against it fiercely. They compare to the more vociferous and militant of the special interest groups today. They made a great amount of noise, but represented a very small portion of the population, and were completely insignificant as far as changing the direction of society. The Industrial Revolution rolled over them like a steamroller over an ant. Another small portion of society saw the opportunity and took advantage of it. Most of these people came to be known as "millionaires" ;-). The vast majority were ignorant of the whole thing, and when it rolled over them, they simply adapted to it.

One of my odd little hobbies is collecting books that claim to predict major changes in society. Most of these books are about the economy, and most of them prove wrong. Two that have been remarkable in their accuracy are "Megatrends" by John Naisbitt and Patricia Aburdene, and "The Third Wave" by Alvin Toffler. Two excellent reads, especially now that they are old enough to compare with what has really happened. Two of the concepts in these books relate directly to MLM, especially if we call it "Network Marketing". One is Toffler's "Third Wave." He writes about the information age as being the equivalent of the Industrial Revolution. Agriculture (the plow) represented the First Wave, and served to establish society in an organized fashion, staying in one place, and dividing labor. Food could be produced more efficiently, which freed other people to do something besides hunt and gather. The Industrial Revolution was the Second Wave. Information and communication are at the root of the Third Wave. Well, the Information Age is certainly here, and it is certainly making changes in the way we do things. Newsletters, for example, are a bit different now. Naisbitt addresses the same thing in a slightly different way. "Megatrends" emphasizes the need for "high touch" to counteract the depersonalization of "high tech" Both of them write of "mass" being replaced by information, and overall decentralization of everything we do. This, Toffler predicted, would bring about the proliferation of "cottage industries" or home businesses.

The parallels are easy to spot. Some people are staunchly opposed to network marketing even as a concept (perhaps you have run into someone like this). Some are taking advantage of it, and the vast majority are giving it no thought at all. One of the most profound examples of the information age is the device you are using to receive and read this newsletter. Has your computer changed anything in your life? And of course, your MLM is a "cottage industry".

If this is true, and I believe it is, then what does it mean to those of us who are actively participating in it? For one thing, if history is any indication we will soon find ourselves on the crest of a very big "wave", and reaping the rewards of being successful visionaries. If I can stretch the wave metaphor a little more, it compares to body surfing. To catch a wave, you have to swim first, against the tide. Then, when you see a wave forming, at just the right time, you swim like mad to match your speed and direction with the wave. If you are successful, then all you have to do is guide yourself and speed along using the power of the wave rather than your own arms. For my part, I have seen the wave forming, and I am swimming like mad.

So should we all. One thing that helps keep me going when I get discouraged is the belief that MLM is indeed part of a "megatrend", and all I really and truly must do above all else is keep at it. Sooner or later I will be lifted and carried by the Third Wave. We should also take care to emphasize "high touch" in the form of highly individual service to our customers and concerned attention and encouragement to our downlines. The high tech part of the business will pretty much take care of itself.

Another thing that is important is to think of this overall industry as distribution more than sales or marketing or a new world-saving lifestyle. A tremendous mistake made in the 1800's was the answer to the question "What business are we in?" by the founders of the railroad empires. They answered "The railroad business", and missed out on the business that overtook and absorbed the railroads: -- the transportation business. MLM is mainly a new, highly individualized and decentralized system of distribution. We are, after all, distributors. The choice of words is not so important as the concept. Marketing, sales, and lifestyle changes are all important and I don't mean to imply anything different by this, but MLM is first and foremost a system of distribution for the companies we are associated with. Regardless of the compensation plan, be it forced matrix, breakaway, or double-inverted Swedish multiple entry semi-breakaway with 16 levels of qualification and enough jewelry to open a store on Rodeo Drive, what we are paid to do is move products and or service for our companies.

Is this a "sea change?" I believe so. To ride it out we should be aware of it, and focus our efforts on those things that will best take advantage of the change. For years the world has concentrated on getting bigger and more centralized. With centralized control came separation of classes and impersonal attitudes. These made good sense in an industrial society, but they don't make sense in an information society. Communication, personal attention, and decentralized control do make sense. If we focus on the way this is headed rather than where it is, we will be ready to take full advantage of it when the time comes.

I wonder what they will call us?