The Truth About “Leadership” in Direct Sales: Why Most People Using the Title Aren’t Actually Leading
Welcome back to the Passports, Profits and Pixie Dust!
I’m Lindsay Dollinger — high school Spanish teacher, dog mom, world traveler, and direct seller on a mission to empower women to build their businesses the right way so they can live the life of their dreams.
Today’s post is a bit of a tough-love chat.
A “we need to talk” moment.
A conversation our industry desperately needs.
Because we throw around the word leader way too loosely in direct sales and network marketing… and it’s hurting your team, your culture, and your business.
Let’s get into it.
Listen to the podcast here:
🚨 Why We Need to Rethink the Word “Leader”
A few weeks ago, I was listening to Bob Heilig’s Your Virtual Upline podcast (if you’re not listening to him yet, go subscribe — he brings the masculine/feminine leadership blend like no one else).
He said something that made me literally say out loud in my car:
“YES. THANK YOU. Finally someone said it.”
It was about how casually and incorrectly we use the word leader in this profession.
And he’s right.
In most companies — including every company I’ve ever been a part of — someone becomes a “leader” simply because they sponsored a couple people or hit a certain rank.
And while yes, that’s awesome…
that does not automatically make someone a leader.
And if you’ve ever run a team chat?
You already know this. 😅
🔥 The Hard Truth: Most “Leaders” Are Actually Followers
I had a leadership chat for people on my team who had hit a certain rank.
Sounds great, right?
Except I quickly realized something:
👉 Only a handful of the people in that chat were behaving like leaders.
👉 The majority were not.
They weren’t:
- taking initiative
- leading anything
- learning the business
- showing up consistently
- stepping up without being asked
- modeling behavior for their teams
Many wanted the title… without the responsibility that comes with it.
And let me be clear:
This is not about capability.
It’s about commitment.
A leader is someone who says:
- “I’ll run the power hour.”
- “I’ll lead the team Zoom.”
- “I’ll do a training.”
- “I’ll show up — consistently — without needing to be reminded.”
A leader is visible.
Not just in the chat.
Not just behind the scenes.
Visible publicly.
Because if you’re building a business on social media, and no one can actually see you building it?
You’re not leading.
You’re dabbling.
(Yes, I said it. Deep breaths.)
What Happened When I Raised the Bar for My Team
When I finally addressed this in our leadership chat…
some people did not take it well.
I had people:
- get defensive
- block me
- talk smack
- call me the B-word
- exit the chat dramatically
And here’s the interesting part:
Their reaction revealed everything I needed to know.
Because here’s a truth a lot of people don’t want to admit:
👉 Real leaders do not get offended when asked to lead.
👉 Real leaders don’t disappear when responsibility shows up.
👉 Real leaders don’t lash out — they step up.
If being asked to run one hour-long working Zoom sends someone spiraling?
They are not a leader.
Not in business.
Not yet.
And that’s FINE.
But let’s stop pretending everyone fits in the same category.
What a Leader Actually Is (and Isn’t)
A leader is not:
❌ Someone who hit a rank once
❌ Someone who signed up two people
❌ Someone who shows up when it’s convenient
❌ Someone who only participates in chats
❌ Someone who needs to be begged to help
❌ Someone who gets defensive when asked to commit
❌ Someone whose business only exists in theory
A leader is:
✅ Someone who takes initiative
✅ Someone who creates solutions instead of problems
✅ Someone who grows themselves consistently
✅ Someone who is visible in the team space
✅ Someone who leads by example
✅ Someone who pours into people without expectation
✅ Someone who is committed to the team’s success, not just their own
✅ Someone who serves without needing recognition
And here’s a big one:
👉 A leader does not have to be someone with a team yet.
Commitment precedes leadership.
Titles do not.
I’ve had people on my team who hadn’t sponsored a single person yet…
but they were showing up, learning, helping, contributing — and yes, that is leadership.
Meanwhile, I’ve had people with a large downline who were ghosts.
Rank ≠ leadership.
The Dangerous Trap: Celebrating Everyone as a Leader
This is where things go sideways in our industry.
We call everyone a leader because:
- we don’t want to hurt feelings
- we want to motivate people
- we think recognition will make them work harder
But here’s what actually happens:
👉 We create entitlement without responsibility.
👉 We confuse hobbyists with business builders.
👉 We lower the bar until no one feels inspired.
👉 We burn ourselves out carrying people who don’t want to walk.
👉 We accidentally model bad habits as “normal.”
And worst of all?
👉 We attract more people who want the title — not the work.
Yikes.
So… What Happens When You Stop Calling Everyone a Leader?
You gain clarity.
You gain peace.
You gain momentum.
You stop waiting for people who aren’t coming.
You stop being resentful.
You stop watering dead plants.
And you start:
- identifying TRUE leaders
- empowering people who are committed
- attracting business builders
- building a strong culture
- growing a sustainable team
This shift was one of the most freeing things I’ve ever done for my mental health AND my business.
A Message to Anyone Feeling Called Out (With Love)
If this stings?
Good.
Not because I want you to feel bad — but because discomfort is where growth starts.
You get to choose:
- Will you step up?
- Or will you stay stagnant?
Will you show up consistently?
Or keep treating your business like a hobby?
Will you embrace leadership?
Or cling to a title?
Only you know the answer.
Final Encouragement
Leadership is not something you earn once.
It is something you choose every day.
If you want to be a leader?
Be one.
Start today:
- Show up.
- Serve.
- Share.
- Teach.
- Learn.
- Lead — without being asked.
Your future team?
They will follow the model you set.
Make it one worth following.
If this blog hit home for you, please:
📸 Screenshot and share it
💬 Tag me
❤️ Send it to a teammate who needs the reminder
⭐️ Leave a podcast review
You might be surprised how many people needed this exact message today.