Skipper of 49’ catamaran near Tortola in the British Virgin Islands
Known throughout the world as XANGO’s Master Distributor, Dwayne’s XANGO organization now exceeds 2 million distributors in 37 countries. His XANGO titles include 500K Premier Select (top achievement level), Sweet 16 Premier, XANGO Legend, Million Dollar Club Earner, Emmissary of Life, Hope and Goodness. Dwayne was honored at the 2010 National Charity Awards held in Washington, DC for his charitable contributions to global children’s organizations.
Dwayne has been a featured speaker in 35 countries, and has authored several key training and educational materials including “Go Time Training”; “Path to Premier, The Compensation Plan Explained”; the audio CD “Maximize Your Income”; the audio CD “The Gift of Finance”; the booklets “Think Global, Act Local”; “The Fifteen Second Kiss” and a recently released DVD training tool titled “The Best of Dwayne Dyer”. Dwayne’s materials have been translated into English, Spanish, Japanese, German, Chinese, and Russian. He has been featured in several publications including NMBJ Business Journal.
Background
Dwayne has substantial experience in both national and international markets. A graduate of Brigham Young University, Dwayne completed a management internship at the J.C. Penney School of Management in Southern California. After his internship, he accepted employment as an Operations Manager for the New York based W.R. Grace Company.
Four years later, Dwayne joined Proctor and Gamble’s Richardson-Vicks Home Care Products Division headquartered in Memphis, Tennessee, as a Key Account Sales Representative. During his time with RVI, Dwayne successfully implemented new business and marketing plans to exceed sales objectives, and as a result won the New Product Sales Competition Award in both 1984 and 1986. In the fourth quarter of 1985, he was recognized for attaining the highest Corporate Sales Performance at RVI.
Industry Background
In 1987, Dwayne accepted employment with Nature’s Sunshine Products located in Utah in International Operations. Dwayne oversaw the company’s international subsidiary operations in Canada, Australia, New Zealand, Mexico and the United Kingdom. Revenues increased substantially during his administration, and in 1989 the international division won the Ridge Top Ruler Award, the first time this award was given outside the United States for outstanding growth and fiscal management performance.
In 1990, Dwayne co-founded both The Food Connection and Enhanced Living International, and in 1992 successfully merged both companies with Enrich International, a large international nutritional supplement manufacturer and distribution company. As VP of International Sales and Marketing, he focused his efforts in the Asia Pacific Rim, including Malaysia, Japan, South Korea, Hong Kong and Australia. Sales increased substantially and in 1996, Enrich International was named the 65th fastest-growing privately held company in America by Inc. Magazine. In 1997, Dwayne joined Team Paragon, the largest global distributorship of Enrich International, as a Partner.
In 2000, Dwayne joined Excel Communications as Executive Director of Sales and Marketing for European Operations, with annual revenue exceeding 1.8 billion. During this capacity Dwayne was the recipient of the Excel Super Star Achievement Award for exceeding new market expectations in the United Kingdom. Excel was recognized by the UK Direct Selling Association as the fastest growing company ever in the history of the United Kingdom.
Dwayne next joined the Shaklee Corporation, a 55+ year old well respected leader in the nutritional supplement industry. In this capacity, he was responsible for planning and executing all global company sales and distributor sales support programs.
During his tenure at Shaklee, he received a telephone call from his long-time friend and business associate, Gordon Morton, who asked him to help launch a new company called XANGO, now a major success story in the industry. XANGO is the first company in the industry to reach 200 million in annual sales and over 2 billion in accumulated sales in under 9 years. Dwayne has been associated with XANGO since its inception.
Dwayne can be reached by email at dwaynedyer@dwaynedyer.com.
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Dwayne Dyer
The Master Plan (Go Magazine Article Summer 2010)
Years back in the aging history of XanGo, a handful of informal and intimate gatherings charted the course for an industry-altering opportunity. On those seemingly unremarkable occasions, where so many of us wish we could’ve been a fly on the wall, Dwayne Dyer was a hamster in the wheel. He occupied a very exclusive seat during the formation of this category-creating company, helping to set in motion the world’s foremost wellness opportunity with his own expended energy. This man, side by side with his dedicated bride, Melody, has a stake in the company’s history that far precedes even its existence. The roots of their XanGo relationship run 30 years deep and are firmly wrapped around the two undeniable anchors of success: hard work and undying trust.
You see, the work ethic of the Dyers has been around longer than a vintage Honda 50 and is known to be even more reliable. At the tender age of 14, Dwayne admits combining his love for motorcycles with his desire to work by donning a helmet—more to protect his identity and age than his skull—and commuting to his job with the rest of the California workforce. And while Melody may not have needed a protective covering to enter the workplace, she’s definitely no stranger to work either.
There was never a time when Dwayne and Melody weren’t willing to work hard for the things they cherish most— namely, their relationships. In fact, they readily agree that they owe their most meaningful friendships to their life of work. For them, work has always been something to be enjoyed among true friends and trusted partners. The work they do supports their relationships, and, on the flip side, they deliberately pour their efforts into relationships that work for them. From personal experience they can tell you it’s worth it to work with the people you respect, with the people you trust, with the people you can call “friends.”
It takes only one warm greeting from the happily working Dyers to make you question why anyone would want, or even expect, their business fate to be anything other than a strong network of close, caring relationships. To Dwayne & Melody, business simply doesn’t equate to a cold, characterless cash register. They know the ultimate objective must be more than a mechanical process oiled by the absence of personality and geared toward manufacturing money. In them you find the pleasant antithesis of the Scrooge who only wishes to be left alone with his wealth, gaining a twisted satisfaction from counting his unfeeling coins over and over, sickly straining to make them multiply.
For these newly minted 500Ks, the image is quite the reverse. Theirs is an existence highly populated with vibrant signs of life and love: children, grandchildren, neighbors and house guests. Family takes their central focus while their friends take the rest. And they aren’t afraid to blur the line completely, bringing friends and fellow Distributors into their life and into their home for full weeks at a time. In the words of Dwayne, “With the relationships that you make with Distributors around the world, you feel like you increase your family size. When we go and do meetings in different places, we really get genuine hugs, and it’s really a feeling of camaraderie with the Distributors around the world.”
Throughout the entire world, though, there’s probably no place they’d rather be with company than on their houseboat in Lake Powell. Not a summer goes by that they don’t send out the invitations and gather the troops for a sun-drenched week of training amidst epic sandstone sidewalls and naturally marked water levels.
While the markings on the ancient Powell stone show a haphazard history of highs and lows, the success levels for Melody & Dwayne have been on a steady rise right along with XanGo. It was early in his career when Dwayne’s course intersected with an affable family named Morton.
The family’s patriarch, Gordon Sr., became a good friend and work partner to Dwayne for years to come; he even cared enough to introduce Dwayne to his growing family, including sons Gordon and Joe. That was some 30 years ago. Back then they were just a couple of youthful teenagers barely working toward their first crack at business. Yet, knowing what he knew about them, their father and their upbringing, it was only a matter of years before Dwayne decided he wanted them to continue developing their prowess in his corner. Consequently, the first post-graduate positions that XanGo Founders Joe and Gordon Morton can claim they owe to Dwayne. Now, many more years later, the desire to be in the same corner has been reciprocated and re-reciprocated many times over, resulting in Dwayne’s heavy involvement in XanGo from even its conceptual stage.
However, while living in Texas as a rather important executive, Dwayne did not initially see 2002 as an ideal year for an aggressive change. He, Melody and their four children were settled, successful and sufficiently satisfied with their situation. There weren’t many men who could convince Dwayne to start down a different path; but, then again, there weren’t many opportunities like the one Joe Morton, Aaron Garrity and Gordon Morton were formulating.
Dwayne recalls his first phone call from Gordon at the start of 2002:
Gordon: “Why don’t you come over and take a look at what we’ve got going?”
Dwayne: “Gordon, your timing is just… wrong. I’m really, really happy where I’m at and I’ve got two kids in college…”
Gordon: “Just come over and take a look at it.”
Gordon got his wish, and Dwayne would soon get his. He flew over to Utah on March 19, 2002 (he remembers the date because it’s his brother’s birthday). This first trip revolved around an increasingly legendary meeting at Macaroni Grill in Provo. Aaron and Joe were at the table with Dwayne when Gordon took out a crayon, said, “We’re thinking about calling it—” and then he wrote X-A-N-G-O across the paper tablecloth. Dwayne can still picture those big scrawled letters, and he remembers thinking the sound of it was “pretty cool.”
That first meeting was followed up with another innocent, yet important, XanGo occurrence, and this time it came by mail in the shape of a shoebox:
“Midsummer I got a shoebox with duct tape around it. We opened the box and it was filled with newspaper. Under the newspaper was a bottle. There was no note, no letter—there was nothing—just a bottle. And the bottle said Wild Flavors: Sample. I honestly thought. ‘Who is this from? I wonder if this is Aaron, Joe and Gordon’s company.’”
For a time, Dwayne kept these first intriguing interactions in the corner of his mind while he continued to earn a respectable living at his day job in Texas. But his working relationship with Gordon, Joe and Aaron had taught him too much about their character and abilities to turn them down. Melody recalls being in the kitchen when Dwayne came to her and said, “We have to make a decision.” She also remembers that it didn’t take her long to formulate a response. She said, “You should do it.” With Melody’s support, trust won the day, and the couple made preparations to move to Utah.
If there’s one thing Dwayne has learned as a recreational pilot, it’s that, to lift a plane off the ground, you have to push the throttle all the way in. Relative to their XanGo experience, “We couldn’t be toe-dippers; we had to dive in,” Dwayne says, admitting it was a good thing that they were in the position they were in. They couldn’t try and balance XANGO on the side while holding down another day job—it had to be a trade straight across: full-time job for full-time job.
“I had to resign from my company and Melody had to go out and work full-time so that we could pull this off. She worked for our short-term needs while we built toward our long-term goals. We downsized immediately: a large Texas executive home for a little 2-bedroom, 1-bath place, and we stuck our kids in the basement… We rented two UHaul trucks—Melody drove with the kids and I drove with the dogs.”
Working and trusting, they made Premier within a year of moving out (about 6 months after the company’s opening), and with their first cut of the Global Bonus Pool they went out and found a huge fixer-upper (their current home) and made an offer. Still, every day in his new Distributor position, Dwayne had to re-earn his stripes. And he did. In every possible way. While working in a tiny nook at XanGo’s second, slightly-less-tiny office, the daily product deliveries would arrive off the back of a truck… through Dwayne’s office window, which made him the first available set of hands for unloading the rapidly growing orders of XanGo Juice. The truck would pull up, the ramp would come in and Dwayne would serve as the dockworker. That’s not something you’ll find on every XanGo Distributor’s résumé, but Dwayne is proud to have it on his.
Today, the wheel occupied by Dwayne & Melody continues to spin. The storytelling never ends—but neither does the history writing. The XanGo story is still unfolding, and 500Ks Dwayne & Melody Dyer are still penning their own enduring place in it.
