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We dream about a wholesale distribution ecosystem fueled with robust, timely, accurate, manufacturer-provided marketing content. An ecosystem enabled by technology but driven by people working together to provide value for customers. IDEA, with the support of some of the most innovative companies in the channel, created an inclusive, diverse and collaborative Innovation Advisory Council comprised of key thought leaders to develop an ongoing forum to stimulate creative, innovative and visionary thinking...setting the conditions today for success in the future. It is not enough to dream it. It's about turning dreams into action and reality...innovating for the future. IDEA's President & CEO shares results from the Council's work and discusses how innovation has helped the industry find new ways of approaching legacy challenges.