Franchise Update Magazine Issue IV, 2015 | Page 43

Franchisor Profiles
BY TITLE
16%

CEOs

8%

CFOs, COOs, CIOs

30%

CDOs, SVPs development

39% Directors and managers of
franchise development
Therese Thilgen presents the Hall of Fame award to
Andy Johnson and Roy Oteo, Wall Street Journal

no business has to be a commodity,” he taxi ride not only was different, but resaid, citing the examples of Starbucks and ally was the best taxi ride of his life. The
Evian turning coffee and even water into point, he said, is how every employee can
something special. “We even have a favor- create and deliver the ultimate customer
ite water!” he said, with people willing to experience. “He set the expectation not
pay a premium price for a “commodity” only for the customer, but for himself.”
He wrapped up by summarizing his
they can get free.
In an exercise designed to explore the “Four Cornerstones of Distinction”: clarquestion of “How do you stand out from ity, creativity, communication, and a focus
the competition in a hypercompetitive mar- on the customer experience. Other comketplace?” he asked
ments worth noting
attendees to write
included a warning
against the compladown three things
they sell beyond
cency of success.
their products and
“Great today will not
services. Responses
ensure you are great
included community,
tomorrow,” he said,
experience, fun, inacknowledging that
come, wealth, conalthough “change
fidence, trust, ethics,
is uncomfortable,”
a system, and family.
it’s also necessary to
He urged francontinue to grow as
a brand.
chisors to examine
how they engage
After the standwith and connect
ing ovation for Mcwith candidates,
Kain, Thilgen reNetworking in the Expo Hall
franchisees, and