Tonight , INVISUS (the company) made some rather historic announcements.  From my perspective, these announcements are the synergistic result of over four years worth of clash between competing ideas and divergent perspectives.

So, here's the fight: INVISUS Direct vs. INVISUS.  In one corner: those who see network marketing and even multi-level marketing as a beautiful thing - a means for the poor to enjoy abundance.  Jeff Nichols, the co-founder, and Mike Duvall, the Founding Associate, were both firmly in the network marketing cheerleading camp.  In the other corner: the traditional marketing purists like me who recognize that most people perceive network marketing and MLM as being roughly akin to a get-rich-quick pyramid  scheme.  When I asked James Harrison, the co-founder and CEO, how he came to adopt the network marketing model, his answer ("I was dragged into it kicking and screaming") told me that he saw it pretty much the same way I did.

Not that I'm opposed to network marketing per se, and especially not the ideas and concepts of network marketing, which I used when I started Team OS/2 (even though I had never actually signed up for any network marketing company). Network marketing CAN BE (but usually isn't) just as Jeff and Mike see it.  I believe it to have the same solid appeal and potential as compound interest.  But like any industry, it's attracted it's share of shysters and manipulative types looking to make a fast buck no matter who gets hurt, and the industry as a whole hasn't matured as quickly as, say, franchising – which was also seen in a dim light when it first burst on the American scene decades ago.  What I acknowledge is that network marketing simply as a whole has an undeserved bad reputation and you're not going to easly change minds about that.   Sure, the bad rap came about because of a few bad apples, like the head of that Amway organization that thought it would be a good idea not to tell anyone the name of the company the represented until after they had invaded someone else's home and pitched their deal, or the greedy idiots who market their compensation plan as if the opportunity to make a buck was their primary product, and price their hidden products to fit the compensation plan. Yup, sounds like a pyramid scheme to me, too.

My point is that you just can't stereotype all network marketing companies as being all hype and greed and no substance any more than you can stereotype all e-mail as being SPAM, or all tech companies as being like Microsoft.  So IF you are the type who engages in such dull thinking, then you should try hard to stop being such an ignorant bigot.  And if you just felt insulted because you think that actually might apply to you, then good.  I meant to do that.  I don't want bigots hanging around my blog. 

So now, for the rest of you who have an open mind, the fight between these two competing ideas and perspectives has been totally clean and even friendly – but it was played out time and again in conversations, discussions, and meetings.  For example, when I talked to Jeff about the topic, he pretty much told me, in his candid approach (I think they named the Direct part of INVISUS Direct after Jeff) that my kind of thinking was keeping me from being successful with INVISUS Direct.  Maybe he was right, since I was only #2 or #3 in both organization size and number of personal subscribers, but then again, who wants to be successful in what others see as a pyramid scheme? 

But with tonight's announcements, the winner (by a split decision) has been declared:  BOTH sides win. 

The new affiliate program lets anyone sign up as a reseller of INVISUS services without paying a cent, and get commissions on their direct sales.  They can either opt to get a one-time $50 per sale of iCare, for example,  or a one-time $25 per sale plus $6 per month instead.  That's a 20% ongoing commission, which is the best residual commission I've ever seen.  The smart thing about the INVISUS marketing plan is that they spend about the same in total on their innovative Affiliate / Associate marketing plan and channel than other companies spend on their more traditional retail, advertising, and PR marketing plans.  What's more, affiliates are never even exposed to the network marketing side of INVISUS. Again, not that there's anything wrong with that.

Those who are serious about building a sales organization or channel can sign up as an Associate and get minor override commissions and other bonuses for recruiting sales associates and affiliates.  It's a win/win if there ever was one – and it all stems from the fact that the services being sold are simply outstanding and high value.

As James Harrison said in his presentation, with uncharacteristic immodesty, "it's PURE GENIUS!"

It is – and INVISUS is now poised to see explosive growth as network marketing professionals can have their cake and eat it to, while marketing purists like me who don't really like the hype of network marketing can now market INVISUS in a low-key, professional manner.  Bravo!

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