Please tell us about yourself.
I love what I do and the people I work with! I’ve been in the CPG industry for over 25 years (started as a stocker as a teenager) and found my first eCommerce fulfillment company in the late 1990’s (where Gatorade was our first client). First and foremost, I am an entrepreneur with a passion for creating solutions to wide-sweeping challenges in the distribution, fulfillment and logistics industry.
I believe in working hard, being honest, shooting straight, having fun and only working with clients that get “my tail wagging” (my spirit animal is a Golden Retriever).
Let’s start at the beginning. How did LongTail come to be?
Amazon is growing and changing at a record speed. At the same time, it is one of the most challenging retailers to fulfill, process orders and just plan work with from an operations perspective. LongTail is the solution to this reality for brands big and small. Although we work with many other retailers, both brick and mortar and dot com, it is our experience that if you can service Amazon effectively with their complex requirements and tight deadlines, you can efficiently fulfill every other retailer.
The name LongTail was inspired by the book, “The LongTail” by the editor in chief of Wired magazine Chris Anderson. The term LongTail comes from, “Long-tailed distribution used in statistics. The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of “hits” (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. In eCommerce, and the new market “space”, it applies to selling a wide breath of SKU’s, different pack configurations and variety pack offerings in the unlimited virtual online “shelf”.
What is your guiding philosophy as an employer and business leader?
- Do what you love and love what you do.
- Always put the client first and you will never be irrelevant (or forgotten).
- At the end of the day it’s all about people.
- Focus on the long dollar, not the quick nickel
- It’s not the big that eat the small, but the quick that eat the slow
- Do unto other as you would have them done unto you
- Help clients to grow their sales, decrease their costs and make it easier to do business. If you continue to do all three of these things well for your client, then you can hope to keep their business.
Who inspires you?
CTL Global CEO, President, & Founder, Sharon Reese-Dalenberg