Michael E. Gerber

speaker

472 appearances 2 recordings 1 series first heard Dec 2021 last heard Dec 2021

Michael E. Gerber’s voice in public audio — every appearance, attributed to the second.

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Franchise Today · Michael E. Gerber: The Iconic Author of the Legendary E-Myth. · 8 Dec 2021 podcast

I'm talking about the literal script.

scripts by which something is sold.

This is how you do it.

Now you do it.

No, not that way.

This way.

Literally.

Indeed, literally, absolutely, significantly literally.

Because without that literal script, and I say script, uniform,

informally because how I flip that burger is as much a script as how I say good morning, which is a script.

A script, a script, a script, a script.

In short, every business format franchise is a scripted business model that is absolutely designed to produce a specific result in a specific

in a highly specialized, market-driven, purpose-driven, eclectic, almost religious phenomenon that enables that brand to come alive and be scaled, replicated faithfully.

faithfully, faithfully, faithfully, again and again and again and again, just as it's capable in the single unit to be replicated faithfully every single hour of every single day.

This is how we do it.

This is who we are.

This is how we do it.

This is who we are.

Take those two phrases.

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