The Power of Focus: Communicating Priorities, Increasing Face Time

On a recent monthly Webinar for the Franchise CEO Network, I was honored to interview Rhoda Olsen, president and COO of Great Clips, Inc. Quickly, the conversation turned to what it is like to lead more than 2,800 Great Clips franchisees, and the challenges that must be overcome to communicate effectively.

Rhoda mentioned that franchisees are distracted now, more than ever before; and that CEOs and presidents must do whatever it takes to communicate better than ever to ensure active dialogue with franchisees and deliver concise messaging of key initiatives vital to building and strengthening the brand. The conversation with Rhoda greatly piqued my interest because I know she is absolutely right!

Franchisees are more distracted now. Most are fighting a recessionary mindset from media reports of layoffs, collapse, and slow expectations for recovery. In many cases, business is tougher to grow than it was a year ago. People are taking longer to buy, and being frugal by not spending is in. With this reality, of course franchisees are distracted. Customers are still out there, but we all have to work harder at getting and keeping them.

This is not the time for distraction; this is the time for clear, concise focus, a well-thought-out strategy, along with a message of strength and hope. This message must come from the top beginning with you as the CEO and president. Here are some steps to seriously consider:


There is a reason you have been called to be CEO/president and that is to lead. By providing clear direction and communicating more, not less, you can make a powerful impact. Are you up for the challenge? Of course you are!

Linda Burzynski, CFE, is president of The Franchise CEO Network and also the CEO of VL Service Corp., a franchise consulting service. With over 23 years of franchising experience including leading several franchise systems as president and CEO, her passion is in working directly with CEOs and presidents of emerging and established systems. Lindaburzynski@mac.com, 512-288-8855.

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