First and foremost, DTC is a business design or model, just like any other model that acts as an enabler of a strategic choice. Going direct to consumer means cutting out the middlemen and selling products and services directly to your consumers, to some extent a complete reversal of the traditional manufacturing- wholesale-retail model. Over the past decade or so retail, manufacturing and travel services are just some of the industries that have seen radical transformation by going direct. As there is increasing pressure for brands across industry verticals to be more consumer-focused, businesses of every size and nearly all industries need to rethink their approach.