Love What You Do: The Key to Franchise Success

“Start with why but understand the power of what.”

Simon Sinek’s “Start With Why“ highlights how the most successful leaders and organisations inspire action by beginning with a clear sense of purpose—their “why.” Instead of focusing solely on products or processes, they communicate the deeper reason they exist and why it matters. This clarity creates trust, loyalty, and emotional connection, motivating employees, customers, and communities alike.

For franchisee entrepreneurs, the “why” often comes down to deeply personal motivations: the desire for greater control over their professional lives, improved work-life balance, building a legacy, or creating an opportunity to work with family. Each of these reasons is valid, and research consistently shows that success levels often correlate directly to how strongly franchisees connect to their “why.”

But here’s the challenge: while a personal “why” can get you started, it may not be enough to fuel your energy day after day. Being in business for yourself requires more than motivation—it demands alignment with the brand and passion for the work itself.

This is where the “what” comes in.

There’s a familiar saying: “Love what you do, and you’ll never work a day in your life.” In franchising, this translates into choosing a brand, a product, or a service that you genuinely enjoy and are proud to represent. The “what” isn’t just about the type of business—it’s about the brand itself and how much you believe in it.

At a recent franchise conference, this distinction was clear. Among the many franchisees present, those who were visibly engaged with their brand stood out immediately. They were the ones proudly wearing branded shirts, talking enthusiastically about their business, and radiating pride in being part of the system. Not surprisingly, many of these same franchisees were among the top performers in their networks. Their success wasn’t a coincidence—it was driven by authentic brand passion.

This passion matters. Customers can sense when a business owner truly believes in what they do, and staff are more likely to follow a leader who is motivated and engaged. Being proud to wear the brand every day—literally and figuratively—creates momentum that translates into stronger customer relationships, higher performance, and long-term resilience.

That doesn’t mean you should simply buy into a franchise because you like its products. Loving burgers doesn’t automatically make you a great candidate for a burger franchise. Instead, ask yourself: Can I see myself working in this brand every day? Would I proudly wear the logo on my shirt? Would I feel energised being part of this system? If the answer is yes, you’ve found the “what” that will complement your “why.”

Franchising is about more than financial opportunity. It’s about aligning your personal motivations with a brand you genuinely believe in. When your “why” connects with a “what” you love, you create the foundation for lasting success. Passion and pride are not optional extras in franchising—they’re the difference between simply running a business and building one that thrives.