Leading the Consumer Rebellion, Author Commentary
Written by Chris Brady and Orrin Woodward

We wrote the book, Leading the Consumer Rebellion, because we needed a way to capture the rationale behind our business and be able to explain it to others. The Internet is such a huge trend that experts aren't even calling it a trend anymore. They are saying that the Internet is the dawn of a new age, specifically, the Information Age. Distribution is the area where many of the biggest fortunes were made in the past four or five decades. And finally, franchising as a business principle has not been surpassed. The combination of these three business trends comprises the content of the book.

The title itself comes from the fact that all things being equal, people would rather have the money themselves. It's one thing to see the success of a Wal-Mart. It's quite another to play in the game yourself. People understand that. They realize that a lot of money is being made off the Internet, and with the power the Internet brings to the individual, they realize they can share in that money. That's the power of what's going on. We call it the Consumer Rebellion, because one consumer at a time, people don't have to stand for the rigors of going to a store, paying profits to somebody else, and being dictated terms of purchase. The Internet levels the playing field and puts control in the hands of the consumer.

This leads to a reduction in the complexity of the distribution system of goods, and business expansion utilizing the principle of franchising. When harnessed through a succinct business approach, these powerful business concepts can have significant economic potential for individual business owners. That's what the book is all about.

We would like to thank the many readers who have sent their comments and praises. Your enthusiastic reception of this book and your encouraging comments have warmed our hearts. We wish each of you all the success you are willing to earn. May you fulfill your personal destiny and attain your own personal competitive greatness in life!

Chris Brady and Orrin Woodward
Islamorada, Florida
June 2005