Beauty, it is said, lies in the eye of the beholder. And that’s of course a beautiful thing from which many of us take great comfort. As we become older, wiser and more mature beholders we learn that beauty is more than simply the physical manifestations of beauty – and that inner beauty is a necessary element of a meaningful relationship. So it is with franchising. To recognise a great franchise the prospective franchisee has to look at what lies beneath its public persona.
I have had a long involvement in judging the national franchising awards. I quickly learnt that the most compelling entries were those which offered both style and substance. An attractive, eye-catching and flashy submission has an immediate impact which will ultimately count for little if it is not supported by real substance. Full article.