March 01, 2008
Executive Connection with Gordon Morton, President of Sales and Marketing, XANGO LLC
In this month’s Executive Connection, Direct Selling News Publisher and Editor in Chief John Fleming spoke to Gordon Morton, President of Sales and Marketing, XanGo LLC, about XanGo’s diverse salesforce, the company’s commitment to the community and much more.
JF: What is the one thing you enjoy most about being President of Sales and Marketing and co-founder of XanGo?
GM: Creative outlet – the opportunity to give a company and brand a personality that is full of passion and emotion.
JF: How would you describe the XanGo brand?
GM: When people think of XanGo they think of more than a juice. They might think about home business, category leadership, community commitment – the brand is layered. I believe XanGo is well rounded. We’re making a difference through health and wellness, charitable involvement, community participation and through the creation of an enjoyable work environment for employees.
JF: Something unique to XanGo is your commitment from day one to make charitable giving part of your business model. Why?
GM: We would have had it no other way. For us, business success is measured not only in dollars and cents, but also by our cause.
JF: How would you describe the typical XanGo distributor and your involvement with your distributors?
GM: XanGo distributors are a slice of daily life. They are wonderfully diverse in their interests and backgrounds: housewives, DJ’s, Republicans, Democrats, policemen and women, doctors, etc. I do several meetings every month.
JF: What is the biggest challenge the company faces?
GM: Every day brings with it a new challenge and there’s a danger of becoming too bogged down in the complexity of building a major brand and missing the big picture. You have to constantly fight gravity and keep your eye on future goals.
JF: What do you see as our industry’s greatest challenge?
GM: We need to be careful that we employ the latest technology to enhance our business practices, but we should never lose the personal touch that has made us special.