About Us.

Directness was formed in 2006 to serve European businesses, and is based in Amsterdam, The Netherlands.
We formed the company when we realised that major brands often struggled to understand consumers (despite professing to be "Customer Centric"). We had experienced that a common symptom in large organisations was for managers to believe that major retailers or channel partners were their customers, instead of the actual end consumers.

In addition, we saw that when brands took the step to sell directly to end consumers, they found it hard to succeed due to:

• Political considerations: Perception of Channel Conflict
• Technical issues: CRM, web investments did not work
• Operational issues: Internal staff were not trained or used to dealing direct with consumers 
• Cultural issues: Undefined strategy and lack of internal communication

 

We also found that when confronted with the views of consumers – or "Voice of Customer" as it's known, managers became defensive or scared, and chose to ignore rather than learn from it.

The Directness Philosophy

We believe great brands need a strong connection with their consumers.

Directness provides consultancy and implementation services.  We pride ourselves on being able to deliver board-level strategy, invent blue-sky creative work, and also get our hands dirty if it means a customer gets a box more quickly.

About the Founder:

Adam Dorrell

More than 20 years experience in marketing hi-tech products, and 10 years of selling directly via the internet. Career includes management positions at Sony, Dell, Compaq, Digital Equipment, Morse Computers and Avaya. Management experience includes heading a €100m division Sony Electronics corporation, a start-up with online auction provider FairMarket and setting up b2b/b2c sales operations for several clients. Born in London, Adam is English and has worked in the UK, Switzerland,  Belgium and the Netherlands.

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