The relationship between manufacturers and distributors is like milk and honey… cookies and cream… tequila and lime (hold the worm). These entities work in harmony and even complement each other. But the relationship between the two is evolving as more and more manufacturers choose to go directly to the consumer—effectively bypassing distributors. And the elephants in the room such as Amazon and Walmart are shipping products directly to their customers. Consumers welcome the convenience of having their packages delivered directly to their doorstep. Oftentimes, they receive tracking notifications and even up-to-the-minute alerts showing the package on a map and what time it can be expected to arrive. You can almost have anything delivered to you. Think about it… Try to think of any product right now that you couldn’t have shipped directly to you by ordering it online… Well, clearly there are still some industries where manufacturers rely on distributors… such as the beverage, timber and furniture industries. Nevertheless, change is happening, and the speed of manufacturing and distribution is literally changing the game. This makes it important for both manufacturers and distributors to have their customers remember who they are.