Imagine the business you’ve created that owns a franchise or multiple units, adding value to everyone you touch. Vendors benefit from your company’s growth, employees earn an income, benefits, and added purpose that comes with helping others have a great day, and the community receives the value of your franchise’s products, services, and commitment to improvement.

Let’s explore one successful, purpose-driven company, unlike Toms, which started nobly but relied too heavily on one product that fell out of favor.


Warby Parker Announces Third Quarter 2023 Results 

– Net revenue increased 14.2% yearly to $169.8 million; Company raises outlook.

– Average Revenue per Customer increased 10.0% year over year to $284.

– Over 15 million pairs of glasses distributed through the Buy a Pair, Give a Pair program.

Warby Parker continues their purpose-driven mission of providing access to glasses to those who otherwise could not through no fault of their own.

The Mission and Vision are clear from Warby Parker’s website – “Warby Parker was founded with a mission: to inspire and impact the world with vision, purpose, and style.

We’re constantly asking ourselves how we can do more and make a greater impact—and that starts by reimagining everything that a company and industry can be. We want to demonstrate that a business can scale, be profitable, and do good in the world—without charging a premium for it. 

And we’ve learned that it takes creativity, empathy, and innovation to achieve that goal.”



7 Attributes of a Purpose-Driven Franchisee

Purpose-driven franchisees find guidance in a higher authority, whether rooted in faith or a broader spiritual purpose; franchisees refine their vision, mission, and values, shaping a compass for every decision. The overarching compass is unique to the franchise owner and aligns with their franchisor’s.


Leaving a Positive Mark

The commitment to leave every interaction better than it began is at the core of purpose-driven leadership. This extends beyond the business realm, emphasizing a tangible improvement in the community and the lives of those it touches.


Treating Everyone as Colleagues

The ethos is straightforward – everyone is a colleague. Clients, employees, vendors, mentors, and alliances are viewed as equals, fostering an environment of mutual learning and growth.


Confidence in Growth

Purpose-driven franchisees lead with the understanding that continuous improvement is the path to success. Their confidence stems from believing they are more experienced than yesterday and not as experienced as tomorrow.


Beyond Profits

While profitability is essential, purpose-driven franchisees elevate their vision beyond financial gains. Their primary focus is creating a better community through their business, aligning with a broader, impactful vision.


Earned Celebrations

In purpose-driven leadership, celebrations and success are earned, not entitled. This mindset underscores the commitment to merit-based achievements and sustained excellence.


Privilege of Impact

Purpose-driven leaders recognize the privilege of improving lives through their businesses. It’s not just a responsibility; it’s a profound acknowledgment of the positive influence they wield.


Shared Responsibility

Every facet of the company is the responsibility of purpose-driven franchisees. Wins are celebrated as team achievements, fostering a sense of collective responsibility and success.

“And we know that all things work together for good to them that love God, to them who are the called according to his purpose.” Romans 8:28 KJV


7 Steps to Create a Purpose-Driven Franchise

  1. Patience as a Virtue

Success in purpose-driven franchising is a long-term pursuit, requiring a steadfast focus on each moment. Patience becomes a virtue, allowing for the organic growth of a vision that transcends immediate gains.

  1. Vision Clarity (8/9/10)

The cornerstone of purpose-driven franchises lies in a clear vision, rated at a resounding 8,9, or 10 in focus. Clarity in the overarching goal sets the trajectory for all subsequent steps. The vision evolves as the growth of your franchise progresses; yesterday’s impossible is tomorrow’s next challenge.

  1. Mission Definition

Crafting a mission statement aligns the franchise with its purpose, providing a roadmap for day-to-day operations and long-term objectives.

  1. Values as Guiding Principles

Establishing core values ensures that every decision aligns with the franchise’s higher purpose, fostering a cohesive and principled organizational culture.

  1. Strategic Priorities

Setting strategic priorities enables purpose-driven franchises to channel their efforts effectively, ensuring that every action contributes to the overarching vision.

  1. Building Alliances

Collaborative partnerships with like-minded entities strengthen the franchise’s impact, expanding its reach and influence in the community.

  1. Franchise Owner’s Dashboard

Implementing a Franchise Owner’s Dashboard provides a comprehensive tool for monitoring and measuring progress, aligning with the purpose-driven vision.

Purpose-driven franchising represents a transformative approach that goes beyond the conventional paradigms. By integrating Avodah principles and embracing a visionary mindset, franchisees create businesses that thrive financially and contribute meaningfully to the communities they serve. This shift towards purpose-driven leadership is not just a trend; it’s a profound evolution that redefines success in franchising.

Executive to Franchisee by Lucas FreyLuke Frey is a seasoned professional who helps franchise owners succeed where corporate support needs to be improved. With a diverse background that includes 20 years as a successful franchise owner of ImageFIRST Cincinnati, 6 years as an industrial engineer for a Fortune 250 company, and 19 years as a firefighter and chief, Luke has honed his leadership and problem-solving skills to become a positive driving force for other franchise owners’ successes.

Luke’s extensive experience and drive to learn make him a sought-after advisor for franchise owners who want to maximize profits through proven leadership strategies. His management, marketing, operations, and sales expertise helps franchise owners improve their bottom lines and achieve their goals.

As the founder of Bella Vista Executive Advisors, Luke supports franchise owners with the tools, guidance, and support they need to succeed in a competitive market. To learn more about Luke and how Bella Vista Executive Advisors can help your franchise thrive, please visit our website at