American Entrepreneur Underscores Importance of Partnerships

After launching 4Life Research in 1998 with his wife, Bianca, David Lisonbee began to identify like-minded industry partners, trade associations, and third party “validators” to ensure his company with the strategic positioning required to remain competitive.

Over the years, 4Life Research has enjoyed dozens of alliances: from independent laboratories to universities around the United States and world, and trade groups that represent direct selling companies and dietary supplement companies.

“Entrepreneurial associations should be various,” says David, “because our businesses aren’t one dimensional.”

Below, David outlines some of the most important partnerships for his company. Although every company is unique, entrepreneurs stand to enjoy greater success through the alignment and recognition that industry associations generate.

In North America, entrepreneurs should apply for accreditation with the BBB. Businesses do not, however, require BBB accreditation for a grade. BBB grades are determined by customer satisfaction and dispute resolution. 4Life Research is a longtime accredited BBB Member with an A+ for customer satisfaction.  “The BBB logo and our A+ rating provides our customers and potential customers with the assurance of dealing with a reputable company.”

Entrepreneurs who develop opportunities in the direct selling channel should apply for membership with the Direct Selling Association (DSA). For more than 100 years, the DSA has existed to promote and protect direct selling industry businesses. “4Life is a founding member of our industry’s self-governing body, the Direct Selling Self-Regulatory Council,” Lisonbee continues. “Here, we work across the aisle with colleagues and competitors to ensure best practices and out unethical activity among look-alike companies who lack integrity.”  

In addition to BBB accreditation and DSA membership, 4Life Research is a longtime member of the United Natural Products Alliance (UNPA), American Botanical Council (ABC), and the International Alliance of Dietary / Food Supplement Associations (IADSA). “In one way or another, and often times in many ways, our alliances with dietary supplement associations provides us with critical industry news, legislative policy updates, and marketplace analysis that we use during the ideation and formulation of our award-winning immune system supplements,” David concludes.

Ultimately? Savvy entrepreneurs know that we are stronger together than we are alone. All businesses, new or existing, stand to benefit from trade and industry associations.