Description: Align carrier, agent, and consumer definition(s) of DTC to establish a collective understanding for the affected parties. Understand why a direct-to-consumer approach may be important for carriers’ and distributors’ growth and development goals, tactics and strategies. Use the agreed-upon baseline and understanding of DTC’s importance to establish and agree upon reasonable expectations for its role in marketing, distribution, and product development and performance. Position carriers and distributors together to align sales, marketing and performance expectations and incentives for all parties to increase the possibility of outperforming in (and outside of) the DTC space; design sales, marketing and distribution systems and approaches to meet consumers where they are at; and expand current sales and cultivate new markets to remain relevant and magnify profiles in an ever-changing industry.

Description: As a college student decades ago, and now as an educator for more than a decade, I have always felt that the greatest challenge, both for myself and for my students, was the human limitation of how to learn more efficiently and master an ever-growing body of knowledge. The pride and sense of accomplishment that come after hundreds, if not thousands, of hours of study and practice have long been part of what defines us as professionals.