The mything link

Why, you may ask, do we sell the opportunity to join a conformist system via a dream of individualism? Why have we, as an industry, perpetuated the link between BYOB! and franchise ownership?

First, because it's an easy sell. It makes your ad copy pop. The dream of being freed from day-to-day tyranny is a powerful one. Telling one's bo

Imagine this television commercial: a bunch of teenage kids in a house, eating junk food, playing video games with rap music blasting. The narrator says: "Hey kids: tired of listening to your parents? Why not do whatever YOU want to do! Join the Army!"

Ludicrous, right? (Imagine the kids' surprise when their hair gets buzzed off, they're issued identical uniforms and that whole "reveille thing" is explained for the first time.) No one in their right mind would advertise so foolishly, would they?

That would be like recruiting a franchisee, one who must faithfully comply with a system of rigid rules and guidelines, with ads that say :

"Entrepreneurs Wanted!"
"Imagine the freedom! Imagine the opportunity!"
"Promote yourself to President!"

I call it the OYOB! (Own your own business!) and BYOB! (Be your own boss!) marketing myth. To see if you've been infected, check your own marketing materials for these tell-tale phrases: "Own your own business!" "Be your own boss!" "Achieve financial freedom!" "Fire your boss!" "Take control of your life!" or similar variations.

It's not easy to avoid. Believe me, I know. I've probably written more franchise brochures than anyone on the planet, and it's hard work to avoid the easy slogans. But make no mistake: falling into the BYOB! trap is one of the most dangerous mistakes franchisors make. And it's the cause of much of the conflict in franchisor/franchisee relations.

Many franchisors attract prospects with the promise of freeing them from oppression and giving them the chance to gain control. There's only one problem: Franchise systems are built on adherence, not independence. Franchisors want implementers, not rebels. They often recruit individuals who are yearning to break free from their harness, but as soon as the contract is signed the franchisor expects them to docilely slip into their harness.

Requiring conformity, adherence to an established system and a shared identity is not a bad thing. That's what gives franchising its power. So why do franchisors often attract the wrong people by setting the wrong expectations?

The mything link

Why, you may ask, do we sell the opportunity to join a conformist system via a dream of individualism? Why have we, as an industry, perpetuated the link between BYOB! and franchise ownership?

First, because it's an easy sell. It makes your ad copy pop. The dream of being freed from day-to-day tyranny is a powerful one. Telling one's bo

That would be like recruiting a franchisee, one who must faithfully comply with a system of rigid rules and guidelines, with ads that say :

"Entrepreneurs Wanted!"
"Imagine the freedom! Imagine the opportunity!"
"Promote yourself to President!"

I call it the OYOB! (Own your own business!) and BYOB! (Be your own boss!) marketing myth. To see if you've been infected, check your own marketing materials for these tell-tale phrases: "Own your own business!" "Be your own boss!" "Achieve financial freedom!" "Fire your boss!" "Take control of your life!" or similar variations.

It's not easy to avoid. Believe me, I know. I've probably written more franchise brochures than anyone on the planet, and it's hard work to avoid the easy slogans. But make no mistake: falling into the BYOB! trap is one of the most dangerous mistakes franchisors make. And it's the cause of much of the conflict in franchisor/franchisee relations.

Many franchisors attract prospects with the promise of freeing them from oppression and giving them the chance to gain control. There's only one problem: Franchise systems are built on adherence, not independence. Franchisors want implementers, not rebels. They often recruit individuals who are yearning to break free from their harness, but as soon as the contract is signed the franchisor expects them to docilely slip into their harness.

Requiring conformity, adherence to an established system and a shared identity is not a bad thing. That's what gives franchising its power. So why do franchisors often attract the wrong people by setting the wrong expectations?

The mything link

Why, you may ask, do we sell the opportunity to join a conformist system via a dream of individualism? Why have we, as an industry, perpetuated the link between BYOB! and franchise ownership?

First, because it's an easy sell. It makes your ad copy pop. The dream of being freed from day-to-day tyranny is a powerful one. Telling one's bo

It's not easy to avoid. Believe me, I know. I've probably written more franchise brochures than anyone on the planet, and it's hard work to avoid the easy slogans. But make no mistake: falling into the BYOB! trap is one of the most dangerous mistakes franchisors make. And it's the cause of much of the conflict in franchisor/franchisee relations.

Many franchisors attract prospects with the promise of freeing them from oppression and giving them the chance to gain control. There's only one problem: Franchise systems are built on adherence, not independence. Franchisors want implementers, not rebels. They often recruit individuals who are yearning to break free from their harness, but as soon as the contract is signed the franchisor expects them to docilely slip into their harness.

Requiring conformity, adherence to an established system and a shared identity is not a bad thing. That's what gives franchising its power. So why do franchisors often attract the wrong people by setting the wrong expectations?

The mything link

Why, you may ask, do we sell the opportunity to join a conformist system via a dream of individualism? Why have we, as an industry, perpetuated the link between BYOB! and franchise ownership?

First, because it's an easy sell. It makes your ad copy pop. The dream of being freed from day-to-day tyranny is a powerful one. Telling one's bo

Requiring conformity, adherence to an established system and a shared identity is not a bad thing. That's what gives franchising its power. So why do franchisors often attract the wrong people by setting the wrong expectations?

The mything link

Why, you may ask, do we sell the opportunity to join a conformist system via a dream of individualism? Why have we, as an industry, perpetuated the link between BYOB! and franchise ownership?

First, because it's an easy sell. It makes your ad copy pop. The dream of being freed from day-to-day tyranny is a powerful one. Telling one's bo

The mything link

Why, you may ask, do we sell the opportunity to join a conformist system via a dream of individualism? Why have we, as an industry, perpetuated the link between BYOB! and franchise ownership?

First, because it's an easy sell. It makes your ad copy pop. The dream of being freed from day-to-day tyranny is a powerful one. Telling one's boss to take this job and shove it is the real American Dream. It's Easy Rider. It's Thelma & Louise. It's One Flew Over the Cuckoo's Nest. Unfortunately, it promises about the same outcome.

Second, too few franchisors have actually given much thought to their franchise marketing message. They tend to just say what everyone else says: B.Y.O.B.! Many commission marketing research and branding platforms at the consumer level; more need to create a thoughtful strategy and platform for their franchise brand.

The third reason for the prevalence of the myth is the influence of commissioned franchise salespeople and brokers who are compensated for short term sales, not the long-term franchisee performance or satisfaction. By the time the franchisees start storming the castle, the commissions are spent and the salespeople are long gone.

Another reason for this myth could be that many who founded and lead franchise companies are, indeed, entrepreneurs and project their own values onto the franchise prospect. They assume that what would motivate them would motivate a prospect. But the fact is that few founders could survive very long as franchisees of their own systems. Those who are looking primarily for implementers should not seek entrepreneurs. One franchisor per system is enough (and, according to some, still one too many).

Be all that you can be... with our franchise.

The Army's effective recruitment advertising does not say "Be your own boss," or "Do what you want." It says "Be all that you can be," and, more recently, "Be an Army of One." It appeals to the individual's self-interest: Communicating what the prospect will gain, what he or she will learn, how joining the Army will make him or her look to others and feel about his or herself. But it sells the benefit of being part of something greater than oneself, of being disciplined and following directions. Above all, there is a regard for the brand, the team, even the rules themselves and the benefits they provide.

Ultimately