Wholesaler-distributors are living in times of great change and even greater opportunity. In this 11th edition — Facing the Forces of Change®: Navigating the Seas of Disruption—we explore these changes and opportunities in light of the many marketplace disrupters that are causing wholesaler-distributors to rethink their approach to technology, business processes, and, most importantly, the customer experience. Many of the forces identified in the last edition have only intensified and continue to exacerbate the change occurring today. A difficult economy, advancing technology, rapidly changing customer requirements, shifting demographics, and tight margins have placed distributors at a crossroads, where they must take bold steps toward becoming more “customer centric”—leading to a maximization of the overall customer experience. Compounding matters, these market conditions have unleashed a set of disruptive forces — in the form of new competition, technologies, business processes, government rules and regulations, and more — that are causing distributors to reconsider and redevelop their approach to value creation today.