I established ChoiceLocal to fundamentally change franchising for the better and help others in a big way after my wife and I lost our son, Ben. It’s been great to see this vision become a reality, with over 50 franchise systems.
ChoiceLocal is the first and only franchise marketing agency to exclusively offer a money-back guarantee and no long-term contracts. We are one of the fastest-growing businesses in America and an Inc. 5000 company. We have been a top-rated workplace for five years running, and, via our generous giving of 10% of our proceeds to help kids in need, we are on pace to aid 10,000 youths per year.
I want to share suggestions on how you can operate a company that guides with spirit, helps others, and develops exponentially to be the foremost instrumentalist in your industry.
Table of Contents
If you are in entrepreneurship to get wealthy and solely care about your wins alone, you will create a flawed business and an inferior culture. Your job as the head of a company is to love and serve your employees, your customers, create meaning and give back. This concept is crucial, and you should not take it lightly.
At ChoiceLocal, our company’s mission is, quite simply, to ‘Help Others’. Your primary focus should be to change the lives of your clients, employees and those in need for the better. If you want your company to be a mega success, do not build it just to make their lives better but, focus your company on changing lives.
I don’t care what industry you are in, if you aim to be transformational to the lives of your teammates and your customers your company will have rocket fuel while the rest of your competition will be powered by a bicycle. Companies that just look for incremental improvement, instead of transformational improvement get incremental results and limited success.
Then, once your company has created profits by its success, add greater purpose to your company by giving back and being fully purpose-driven. No one, at least no one who should be wanted on a winning team with a winning culture desires to work for a business that exclusively cares about cash and earnings. People naturally are wired for significance and meaning. Don’t get me wrong, profits are super important as they are the fuel for good and greater impact, yet they are not the ends within themselves.
Use your blessings and Partner with Habitat for Humanity and give a family a home, help single mothers be able to fund the expenses of raising children, help families struggling with tragedy, feed the hungry, clothe the naked. These are things that can excite everyone on your staff. Love people, no matter what where they are at in life and use your blessings to help others.
Personally, I am a business owner and I think big and transformational in business, in industry, team size, financials and the rest. Yet upon my death I will judge my success based on how many people I helped and how much I helped them, not on how much money I can take with me when I die. Money is worthless at the end of my life on earth, yet how much I loved and helped others will live on forever in them and the people they are then able to love as they pay it forward. As an entrepreneur, you have an outsized ability to help others and make the world a better place.
Use this gift you have in your business for greatness. You will find in this good-hearted giving that you will be filled with such great and infectious joy.
From a faith-perspective, I find Philippians 2 super powerful. It reads, “Do nothing out of selfish ambition or vain conceit. Rather, in humility value others above yourselves, not looking to your own interests but each of you to the interests of others.”
Throughout my time running companies and in business I have been filled with such joy and found such amazing loyalty from our team and customers as I work to serve them and love them through my actions and my company’s actions. I find that 95% of the time that good is returned, and when it’s not, it is the 5% outlier and in the end does not matter as statistically, it’s nothing. The good-will created from running a company that genuinely serves others eats any other strategy for breakfast and the best part is, it feels great to live a life that way.
Be public about the good work you do as this good creates a snowballing effect and encourages other companies to do the same. In addition, find causes that everyone can rally around that are near and dear to your heart. People respect authenticity, even if they hold a differing worldview from you. Over time, people have acquired the skills to discern if a business or person is legit or if they are motivated by greed. Be honest and humanitarian, and incorporate that as a considerable part of how you operate as a purpose-driven business.
After several years, I explicitly said ChoiceLocal is a faith-based business in all that it does. In actuality, that means that faith is welcome but not required at ChoiceLocal, plus it’s the reason behind our mission and why we give. We welcome everyone and appreciate everyone regardless of their background or whatever is used to divide people today. Yet, when I had the willingness to say what my motivation is, “Love of God and Love Others”, we found teammate’s net promoter scores went up, client retention rate went up and our business performance improved and our job applicants per open job position are now higher than ever. Being purpose-driven we did it because it’s the right thing to do, and it is who we are, but we have also found that it’s good for business and can further fuel all aspects of our business.
After announcing our faith-based standards while welcoming all as a business, our employee net promoter ratings and happiness went from good to outstanding.
‘Being there for others’ should be the lens through which you view each choice in your leadership. Ask yourself, ‘Does this choice assist or aid my customers, community, and/or peers somehow?’ Question whether your upcoming decisions benefit your work team and your team at home, your family. Ponder whether each decision fuels your company mission, ability to give to others, and thought for your community.
If a decision is not good for all and it’s pure-self interest, then it’s probably a bad one.
As far back as I can recall, I have lived as a student of the past and understood that what transpires in history can predict future outcomes. For instance, America defeated Nazi Germany via a strong economic engine at home and a united America. It furthermore had the moral high ground of liberty and human freedoms that the Soviet Union’s administration loathed. As a result of this, America also had the financial might to defeat the Soviet Union.
In business it is the same. Build your business on strong core value, strong purposes, and a sound business plan and you will do well and do good.
To be powerful as a company, you must offer the ultimate product or service in your industry and have the most exemplary sales and marketing model. Both are vital. If you build both, you own something concrete. Then, you must mix in a culture that has your clients’ and teammates’ best interests in mind and you will have lighting in a bottle.
When you work from a position of strength, with market leading culture, values, product, service and sales your rival can’t overpower you, on the contrary you will overpower them. Your team and clients will commit, be loyal, work hard and win. It’s really that simple.
A business constantly reviewing their opponents to know what they are accomplishing and copying it so they are not surpassed has a losing method. This business is always second-place, because they are a copy of someone better.
Instead, always be hearing your consumers. What are their pains? Solve problems for them; in general, don’t focus on solving your problems, focus on solving your customer problems, then your problems will get solved as a result.
Being attentive to your clients makes your services or products the best, and it will allow you to develop new revenue streams and increase customer loyalty leading to new earnings so you can keep that number one spot!
KPIs are critical. There should be approximately five numbers that your company is addicted to measuring. Define a scale to determine what your team needs to be hitting every single day. Calculate those scores constantly, as near to every day as feasible. Each teammate in your company must have around three numbers indicating if they are winning or losing.
Every person at the company — no exceptions. The company must allow all people to demonstrate how well they are doing to get praised, rewarded, and celebrated.
This pattern creates good habits, a clear reward system, and a culture of positive workflow, accountability and praise and appreciation.
Our objective at ChoiceLocal is to be the number one of all employers. We want to deliver the most profitable development machine for franchise grids. We charitably give back to our client partners, teammates, and people in need. Almost all will love that about us. A small minority won’t care. That’s okay.
Utilize your generosity and the fact you are purpose-driven to draw in like minded individuals. Let kindheartedness attract kindheartedness, let loyalty attract loyalty, let winning attract winners.
ChoiceLocal is a purpose-driven and results-focused franchise marketing agency that only serves franchisors and franchisees. Today ChoiceLocal works with over 50 franchise systems. They are the 1st and only franchise marketing agency to offer a money-back guarantee. They offer new customer marketing, sales enablement, franchise development and talent recruitment. They are a member of IFA (International Franchise Association), named on the Inc. 5000 list, and rated as a Top Workplace for the last five years. To find out more about their franchise growth engine, please visit https://choicelocal.com/
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