"People Still Follow People": Juice Plus+ Executive Argues Leadership Must Outpace the Tools

An accelerating pace of leadership

Leadership in direct selling has sped up dramatically in recent years, driven by artificial intelligence, social commerce and shifting consumer habits. That is the argument put forward by Sophie Crossley, Business Development Director for Northern Europe at Juice Plus+, in a piece published as a Direct Selling News online exclusive on September 14, 2026, under the title "People Still Follow People."

Crossley's central contention is that the future belongs to companies that combine innovation with authentic leadership — deploying new tools to strengthen relationships rather than to substitute for them. Artificial intelligence, she writes, can help create content, organize information, save time and communicate more effectively. What it cannot supply is trust, empathy or belief in another person.

The framing places technology adoption and human connection on the same side of the ledger rather than in opposition. Leaders, in Crossley's formulation, should use technology to deepen relationships, not to distance themselves from the people they serve.

Discovery moves to creators and conversations

The article points to TikTok as a case in point. In Crossley's reading, the platform is no longer merely a social channel but a force shaping how consumers search for information, discover products and make purchasing decisions — particularly among younger generations.

For those younger consumers, she writes, product discovery increasingly begins through creators and conversations rather than through search engines or corporate advertising. Alongside that shift comes a change in tone: consumers are placing more trust in messages that feel authentic and less polished, and less in scripted communication.

The observation carries practical weight for an industry whose field organizations have long relied on personal recommendation. It suggests the mechanics of referral are migrating onto platforms where credibility is judged by how unscripted a message sounds.

Fear as a leadership obstacle

Crossley identifies fear — of showing up publicly, of criticism, of rejection — as one of the biggest obstacles facing leadership today. Her prescription is incremental: effective leaders build belief in their team members through small wins, prioritizing progress over perfection.

The piece closes on a counterintuitive note. Despite advances in technology, Crossley argues, the value of human leadership is not diminishing but increasing in a world that is becoming more automated and more digitally connected.

Crossley's professional background spans strategic planning, field engagement, event management, digital adaptation, social commerce innovation and leadership development.