“Know thyself.” – Socrates


As a franchise owner, your self-awareness is the compass guiding your leadership. It involves an understanding of one’s strengths and weaknesses, coupled with an accurate perception of the impact on others. This attribute is not static; it’s a dynamic, ever-evolving facet of effective leadership.


Why is self-awareness crucial for franchisees?

The Stanford Graduate School of Business Advisory Council’s survey echoes a truth: 96% of executives consider self-awareness the #1 attribute for success. However, a stark reality surfaces in the Harvard Business Review’s revelation that only 10% of leaders exhibit advanced self-awareness. This glaring gap creates a unique opportunity for franchisees to redefine their trajectories and embrace a new era of leadership.


The crux lies in the “why.” Why should franchisees invest in cultivating habits that enhance self-awareness?

The answer is both simple and profound. Self-aware franchisees make intentional, strategic decisions confidently that reverberate positively throughout their business, influencing employees, customers, and the broader community. It sets in motion a ripple effect of positive outcomes.

Consider this scenario: when franchisees prioritize and foster self-awareness, they elevate their intentional decision-making ability. Every move is calculated and driven by a profound understanding of their strengths, weaknesses, and the consequential impact of their decisions and actions. This, in turn, creates a positive work environment for their employees. A franchise led by a self-aware owner becomes a nurturing ground for motivation, job satisfaction, and heightened productivity.

Customers, too, are drawn to authenticity and purpose. A self-aware franchisee, deeply attuned to their values and vision, creates an environment that transcends transactions—it becomes an experience infused with sincerity and genuine connection.

Moreover, the community transforms from a mere backdrop to an active partner. Self-aware franchisees, cognizant of their role and impact, actively engage in community initiatives. It’s not just about the bottom line; it’s about contributing positively to the collective well-being.

In essence, the statistics underscore the urgency for franchisees to embrace self-awareness-enhancing habits. It’s not a luxury; it’s a necessity. The 96% of executives championing self-awareness are essentially advocating for a new era of franchise success—one where intentional decisions shape not only the fate of a business but also the lives it touches.


Two proven methods to increase your self-awareness:

One illuminating case study showcases the transformative power of self-awareness in a franchisee’s journey. A client, initially grappling with the extremes of introversion, faced challenges in networking—an essential aspect of uncovering strategic alliances and business opportunities. Networking drained their energy, heightened anxiety, and hindered potential opportunities.

His previous third-party assessments from the corporate world confirmed his tendency.

Recognizing the importance of networking, the client, guided by increased self-awareness, devised a proactive plan. They committed to meeting six new business connections weekly, balancing virtual and in-person interactions. Additionally, we practiced interactions to bolster confidence at networking events.

This client’s work on self-awareness led to discovering multiple opportunities he hadn’t known existed. The story highlights that self-awareness isn’t just about recognizing strengths and weaknesses; it’s about leveraging them for strategic advantage.

Consistent 360 feedback and the following conversations are pivotal in this journey. It acts as a mirror reflecting not only the leader’s actions but also their alignment of vision, mission, and values. The feedback loop provides valuable insights, fostering a culture of continuous improvement and alignment with the franchise’s overarching goals.


There’s more

Leaders who increase their self-awareness also elevate the level of their franchise culture. Their actions, grounded in a deep understanding of themselves and their impact, transcend the workplace and customer experience. They become architects of an environment where intentionality, authenticity, and purpose converge.

As leaders embark on this journey of heightened self-awareness, they contribute to a new narrative of franchise success—one where intentional decisions and an authentic connection with stakeholders become the driving forces. It’s a call to action for franchisees to recognize not only the power but the imperative of self-aware leadership.

Please send me a message if you want to talk about your 360-feedback system.

Explore the Franchisee Advanced Leadership Center Mastermind to master the principles of self-aware leadership. Download a free, personalized copy of the Franchise Owner’s Dashboard to kick-start your journey towards intentional and impactful franchise ownership. Your success begins with self-awareness; let it be the compass guiding your franchise’s transformative journey.



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 www.bellavistaexecutiveadvisors.com.