What Every Direct Seller Needs to Know About the Organization Fighting for You (And Why It Matters Right Now)

By Susan Larimer| The Other 99% Podcast

---

Let’s be honest — Lisa and I didn’t really know what DSA stood for beyond a line item on our annual fees. We paid it, we moved on, and we never thought twice about it. Sound familiar?

That all changed when we sat down with Dave Grimaldi, CEO of the Direct Selling Association (DSA), for one of the most eye-opening conversations we’ve had on The Other 99% Podcast. What we learned left us genuinely fired up — and we think every direct seller out there needs to hear it.

---

What Is the Direct Selling Association — Really?

The DSA is over 110 years old and headquartered right in Washington, D.C. At its core, it is the organized voice for the direct selling channel in front of the federal government and state legislatures across the country.

We’re talking about advocacy in front of:

• The U.S. House of Representatives and Senate
• The White House and the president’s economic team
• The Federal Trade Commission (FTC)
• The Department of Labor
• The Food and Drug Administration
• State governments across all 50 states

And here’s the thing — most of us in the field have no idea this is happening on our behalf every single day.

---

Why Independent Contractor Status Is the Biggest Battle You’re Not Watching

The number one policy issue DSA is fighting for right now? Your right to work as an independent contractor.

This is not a small thing. Whether you’re selling on your own schedule to help pay bills, supplementing a full-time job, caring for a child or an aging parent, or building a full-time business, your ability to do this on your own time, on your own terms, is a legally protected status that is constantly under threat.

Dave shared that lawmakers in both Congress and state capitals regularly push legislation that could reclassify direct sellers as employees. And employee classification would change everything — from how you’re taxed under the IRS code to how you’re covered under federal labor standards.

The action right now is increasingly happening at the state level. As Dave put it, Congress is pretty dysfunctional, so a lot of legislation is moving through state capitals — and DSA is playing watchdog across all of them.

---

The FTC, Earnings Claims, and Why What You Say Online Matters

This one hit close to home for Lisa and me. Remember when things shifted and suddenly we couldn’t talk about paying off our car or funding our kids’ activities with our direct sales income? That wasn’t arbitrary — it came from real regulatory pressure.

The Federal Trade Commission has strict oversight over how direct sellers discuss the business opportunity and earnings potential. Under more progressive presidential administrations, the FTC takes a harder line on earnings claims — requiring substantiation and restricting language that could set unrealistic expectations.

Here’s the reality Dave laid out: the data shows that top-level income results are achieved by a lower percentage of sellers. That doesn’t mean the opportunity isn’t real. It means how we talk about it matters enormously — both for protecting consumers and for protecting the entire industry from regulatory crackdowns.

The rules on this will likely tighten again. Dave noted that proposed FTC rules from the final days of the Biden administration are sitting in a queue and could be activated by a future administration. Being careful and compliant now isn’t just good practice — it’s protecting the channel for all of us.

---

Storytelling vs. Story Sharing — And Why the Difference Is Everything

One of our favorite moments in this conversation was when Dave introduced us to a distinction that completely reframes how we think about sharing our experiences.

DSA has shifted from storytelling — one-way narratives about how great the opportunity is — to story sharing, which is about sharing real, nuanced, personal experiences in a way that resonates with lawmakers, regulators, and the public.

Think about the difference:

• “This business changed my life and anyone can do it!” → storytelling
• “I’m a single mom. I needed to leave by 3pm for school pickup every day. This was the only work that let me do that.” → story sharing

The second one is what moves legislators. It puts faces and real circumstances to the policy discussion. And DSA is actively collecting these video testimonials to use in advocacy at every level of government.

If you have a story — the flexibility that let you care for a sick parent, the income that helped you through college, the schedule that worked around a child with special needs — Dave wants to hear from you. You can text or call him directly: 202-380-2203.

---

Direct Selling Has a 150-Year History Worth Being Proud Of

America is celebrating its 250th birthday this year, and direct selling is celebrating 150 years.

From the original Yankee peddlers selling face-to-face, to the post-WWII era that gave us the hustle economy, to iconic pioneers like:

• Alfred C. Fuller and the Fuller Brush Company
• Brownie Wise with Tupperware
• Mary Kay Ash with Mary Kay
• Doris Christopher with Pampered Chef
• Jay Van Andel and Rich DeVos founding Amway

Direct selling has always been powered by entrepreneurial grit — and by women. The industry has been driven by a powerful female workforce from the very beginning, something DSA actively highlights in Washington.

---

It’s a Global Movement, Not Just an American One

Lisa asked about international chapters since she’s based in Canada, and we loved Dave’s answer. DSA works closely with sister organizations in Canada, Australia, Belgium, Singapore, and beyond through the World Federation of Direct Selling Associations (WFDSA), which holds an annual global summit. This year, it’s in Seoul, South Korea in October.

There’s a global community of advocates working to protect this channel across every country where direct selling thrives.

---

Why Direct Sellers Feel Embarrassed — And Why They Shouldn’t

I shared something in this conversation that we hear from direct sellers constantly: “People don’t treat it like a real job,” even though it requires you to manage your own time, be your own boss, stay disciplined, make the calls, and build relationships from scratch.

Dave’s response was everything. At its core, direct selling is about giving people a chance. It’s not a hobby, it’s entrepreneurship. Not everyone who signs up will build a six-figure income — and we should be honest about that. But the flexibility, the community, the personal growth, and the income potential are real and meaningful for millions of people.

As Dave said, “Scrutiny doesn’t weaken a strong industry. It sharpens it.” We welcome high standards because we know that direct selling done right creates real opportunity for real people.

---

Dave’s Advice for Every Direct Seller

We ask every guest for a quote or piece of advice, and Dave gave us three things that we’re writing on a sticky note right now:

See the opportunity. Respect the rules. Do the work.

He added: “The rules may change, but our mission doesn’t. Expand opportunity, deliver real value, and the glass is always half full.”

And this one that really landed for us: “Good companies adapt. Great industries lead. People are the force behind both.”

---

🎥 Watch the Full Episode on YouTube

If this post got you fired up, wait until you hear the full conversation. Lisa and I covered so much more with Dave — and trust us, this is the kind of episode you share with your whole team.

---

Want more conversations like this one? Subscribe to The Other 99% Podcast wherever you listen, and follow us for new episodes every Tuesday.