In a captivating episode of the Built to Win podcast, Neora’s CEO Debra Heist sits down with the company’s founder, Jeff Olson, to discuss their unprecedented seven-year battle against the Federal Trade Commission (FTC). The conversation delves into the challenges they faced, the unwavering principles that guided their decisions, and the remarkable resilience that led to their ultimate victory.
Jeff Olson, a seasoned veteran in the direct sales industry, founded Neora with the vision of creating the perfect direct sales com—one that prioritized people, products, and personal development. Neora quickly gained recognition for its exceptional growth, earning accolades such as the Inc. 500 fastest-growing company. However, their success caught the attention of the FTC, which launched an investigation into the company’s practices.
Despite Neora’s transparency and willingness to cooperate, providing millions of documents and enduring multiple rounds of scrutiny, the FTC remained unsatisfied. It became evident that the agency was pressuring Neora to change its business model, a demand that would have devastated the livelihoods of countless independent salespeople who had built thriving businesses alongside the company.
Faced with an unprecedented decision, Jeff Olson and his team chose to take a stand. They sued the FTC, embarking on a lonely and daunting journey that tested their resolve. The repercussions were immediate and severe—Neora faced credit card processing issues, banking challenges, and the loss of key team members. The company found itself under immense pressure, with the weight of the federal government bearing down upon them.
Throughout the arduous seven-year battle, Neora remained steadfast in its commitment to its values and its people. The leadership team, led by Jeff Olson and Debra Heist, focused on maintaining business as usual, constantly communicating with their field, and projecting a positive vision for the future. They leaned into their community, strengthened their culture, and rallied their supporters around the belief that they were fighting for something bigger than themselves.
Neora’s unwavering dedication paid off when they emerged victorious in court. The judge ruled in their favor on all five counts brought against them by the FTC. This landmark rulvindicated Neora andalso set a precedent for the entire direct sales industry. It showcased the power of standing up for what is right, even in the face of formidable opposition.
The triumph over the FTC has only servstrengthenedra’s resolve and unitunited team. The company has emerged from this battle with a renewed sense of purpose, a more cohesive field, and a management team that is more committed than ever to theiitssion of making people better. Neora’s journey is a testament to the importance of building a company on a foundation of integrity, resilience, and an unwavering commitment to one’s values.
In the face of adversity, Neora has shown that with determination, unity, and a steadfast belief in what is right, it is possible to overcome even the most formidable challenges. Their story serves as an inspiration to entrepreneurs and businesses everywhere, proving that when you are built to win, no obstacle is insurmountable.
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