Brent Neidig0:00
Elevating USANA is much more than improving our incentives. We're advancing our entire brand with a renewed story that's more aligned with who we are and what consumers want. An upgrade of our core products built on decades of science and innovation and an enhanced compensation plan built for relevancy in today's marketplace. USANA is where health meets opportunity. This is our focus today: the USANA opportunity and how we can make it a stronger, more compelling and competitive offering. One that will help you attract more customers and team members to your business. We are excited to share our powerfully simple and elevated USANA story and announce several upgraded and new products at Global Convention. There are so many positive things coming to improve our brand, making it easier for you to share USANA and grow your business. Today, however, is all about forward-thinking business enhancements and the evolution of our compensation plan. A quick reminder on how we got here. As Jim mentioned, we've spent the past year diving into extensive research in the pursuit of elevating the USANA opportunity. We identified some key factors in evolving our offering. First, we must recalibrate and refocus on sharing the USANA opportunity in a more compelling way. The benefits of building a USANA business are worth sharing in person and online loudly and proudly. But what used to make us unique—income, flexibility, and independence—they've become common. Today, there are more gig opportunities and affiliate models offering these same enticements. So, we have to be able to communicate clearly why someone would choose this opportunity, this incredible community, when they have so many other options. We are shifting our brand marketing efforts to highlight what makes USANA truly unique and you will see the results of those efforts over the next several months. Now, second, new enrollees are leaving due to lack of early success. We'll dive into the data on this shortly, but know that we are addressing this issue today with some exciting additions to our compensation plan. Lastly, our language and the labels we use need to be more relatable for today's entrepreneur. Did you know younger generations have a significantly more positive perception of direct selling than older generations? Today, more people than ever are looking for opportunities to earn additional income. So, what might be holding us back? Extensive industry research shows us the way we talk about our opportunity can either attract or detract budding entrepreneurs. We need less intimidating words, fewer acronyms and jargon. Examples such as inviting someone to experience the product rather than try it, or sharing the product, not selling it. Introducing someone to USANA with benefit-driven language instead of confusing letters like SVP, CVP, and PPV. Even long-standing labels like distributor or associate can be a roadblock for potential customers. When you think about the literal definition for distributor—someone who distributes USANA products—it's not necessarily something you would aspire to. Or think about associate. This describes someone who is associated with USANA. These labels are more functional than inspirational, and they're not completely representative of all that you do. We believe that you are so much more than a distributor or an associate. You are our partner. We rely on each other to succeed. So I am excited to announce that from this day forward, we are changing the name distributor and associate to brand partner. As a brand partner, you are a trusted entrepreneur and business partner who shares our mission and helps shape the future of our collective brand. Our partnership reflects mutual growth, respect, and a shared commitment to creating real impact together. We hope you feel the value intended with this new name. Please know that we aim to put you, our partners, first in everything that we do. Now, as your partner in this business, I'm excited to tell you we have more opportunity enhancements to announce. I know this can feel overwhelming or scary, and to be honest, when we started this project, I had similar feelings. But after going through this journey, I feel incredibly excited and even more confident in our future than I did before, and I know you will too. This is an exciting time to be partnered with USANA. We're elevating our opportunity, evolving our story and language, announcing many new products and product upgrades, and improving the tools you use to build your business. Our future is bright. I have full confidence in our company, our brand partners, and our next steps to help you win.
