Nike and Hims & Hers Solved a DTC Problem That Still Slows Most Brands Down With 1 Leadership Fix

The next evolution of DTC may not be a new channel or technology. It may be a new seat in the C-suite.

BY RYAN VANNI, FOUNDER AND CEO, GOODNESS

DTC is huge business. But you wouldn’t know it by the way many brands treat their DTC operations. Historically, it’s been seen as an experiment rather than the core of the business. And even when major companies launched digital storefronts, they still buried their DTC initiatives within existing departments.

When DTC responsibilities get broken up in this way—structured as a........

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