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Distributors may avoid outsider disruption by being human, but only if they make concrete plans to work with customers where they live and work — in communities. A new mindset is required. Segmenting customers is about selling. Serving communities is about collaborating. Relationships are built on trust, and at its core, building trust is a very human endeavor. As distributors transform digitally, they risk losing touch with customers. A distributor’s innovation plan needs to include human-centric innovations, and community outreach is the most powerful place to start.

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