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
This is how we do it.
This is who we are.
And you'll immediately understand what differentiates the greatest growing franchisors from everybody else on the planet.
to the degree it's true.
Now, hear me, I don't want to offend anybody listening to us today, but in fact, I will.
It's absolutely essential that while one would presume that to be true,
Ergo, a franchise is a franchise is a franchise.
It has its very specific identity.
I would say most of the franchises in the world are superficial franchises.
They're not the true replication of the great business format franchises like the one that I speak to every single moment of every single time, every single day, McDonald's.
And I constantly refer to that company, no matter who I was talking to, no matter what their industry, no matter what the profession, by saying to them, to the degree you explicate what you're about to do as effectively as Ray Kroc did in his first McDonald's hamburger stand, to the degree you understand and interpret
the great idea that he performed eloquently in that hamburger stand, to the degree you take your brand and officiate that brand through the practices that must be replicable faithfully again and again and again in the meanest kid's hands,
the meanest novice's hands to produce the most exquisitely professional, identifiable, branded, and outcome.
To the degree you do that, you can succeed no matter what your industry, because you will understand the secret underlying it.
Between one moment in my life and another moment in my life, Stan, I stopped at a McDonald's to buy a hamburger.
Hear me.
This is early, early, early, early on in my career.
I was being troubled by what it was I saw in all of my brother-in-law's clients' companies.
That not only didn't they have a selling system, they didn't have a management system.
Not only didn't they have a management system, they didn't have a marketing system.
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