Table of Contents
Foreword Chuck Runyon, Anytime Fitness Cofounder, Self Esteem Brands CEO xiii
Introduction xvii
Why Top Franchisees Can't Always Help Struggling Franchisees xx
What to Expect in this Book xxiii
Part I The Wealthy Franchisee
Chapter 1 Meet the Wealthy Franchisee 3
A Day in the Life of a Wealthy Franchisee 5
The Three Elements of Being Wealthy 7
Three Levels of Franchisees 14
Myths about Wealthy Franchisees 17
The Truth about Wealthy Franchisees 21
Chapter 2 The Emotional Roller Coaster of Running a Franchise 23
My Journey as a Franchisee 24
The Silent Struggle of Owning a Business 37
The Real Risks of Owning a Business 38
Chapter 3 The Three Factors for Franchise Success 41
Circumstances 42
Operations 44
Humanity 46
How Reactions Impact Business 51
The Franchisor Factor 54
Part II Mastering the Wealthy Franchisee Mindset
Chapter 4 Clarity and Calm 63
Metacognition 65
Clarity vs. Positivity 67
Leading with Courage 67
Catastrophizing 72
Chapter 5 Controlling Your Critic 85
Your Employees Have Mental Hecklers 89
Your Customers also Have Mental Hecklers 91
Where Does the Mental Heckler Come From? 92
Silencing Your Inner Critic 94
The Mental Heckler Cares 94
Managing Your Mental Heckler 97
Chapter 6 Cool Confidence 105
Checking Your Ego 106
Lose the Need to Win 111
Proving Yourself vs. Improving Yourself 115
Employer Arrogance 115
The Power of Humility 116
Building Your Confidence 117
Impostor Syndrome 119
Chapter 7 Combating Complacency 121
How Complacency Happens 122
Business Entropy 124
Embracing Change 126
Continuous Improvement 132
Places to Improve 134
Chapter 8 Constructive Comparison 143
Constructive Comparison vs. Destructive Comparison 145
Filling in the Blanks-Incorrectly 146
Making It About You 147
Choosing Your Reference Points 148
Choosing the Metrics that Matter 154
Part III Mastering the Wealthy Franchisee Skill Set
Chapter 9 Blow Their Minds, Grow Your Business 163
The Untapped Opportunity of Customer Service 164
Customer Service Is Your Best Form of Marketing 166
How Marketing Can Hurt Your Business 168
Transactions vs. Experiences 169
Creating Meaningful Connections 174
Clarify What Business You're Really In 178
Chapter 10 Assembling Your High-Performance Team 181
The Challenge of Having Employees 182
Team Building vs. Team Cohesion 184
Aptitude and Attitude 186
Learning from Franchisors 187
Hiring Bias 190
Using a Hiring Matrix 193
Chapter 11 Managing Your High-Performance Team 199
Managerial Mindset 200
Coaching Employees for Higher Performance 202
Motivating Employees 213
Chapter 12 Improving the Score with Your Franchisor 219
The Importance of Trust 222
Tug of War with Your Franchisor 224
Anticipating Conflict 229
Franchise Triggers 232
Engaging with Your Franchisor 236
What If My Franchisor Really is That Bad? 240
Chapter 13 Bigger Picture, Bigger Payoff 241
What, How, and Why? 242
Thinking Big Beyond Your Business 244
Thinking Big Within Your Business 246
Formalizing Your Philosophy 251
Operationalizing Your Philosophy 252
Being a Community Hero 253
Chapter 14 Final Thoughts 259
Acknowledgments 263
About the Author 267
Index 269
