Want Better Results?  

Stop Guessing What People Want. 

Here’s the truth: most of what we do in business is just different flavors of the same challenge.  

Whether it’s sales, marketing, HR, leadership, customer experience, or any of the other job titles we like to throw around, we’re trying to get people to do something. Buy the thing. Click the link. Apply for the role. Stay with the company. Show up. Get on board. Care.  

And most of the time, we’re using guesswork to figure out how to make that happen. We look at some tangential data, and then we go with our gut. Or we base our strategy on whatever worked last time. Sometimes we reach for demographics like age, income, or gender, hoping they’ll reveal the magic answer. And when that doesn’t work we blame timing or the platform or the phrasing, when really, the issue is that we never understood the people we were trying to reach in the first place. 

But there’s good news here, and it’s simpler than you think.  

You can stop guessing. You can stop building things based on stereotypes or vague personas or what TikTok says Gen Z is into this week. Because there’s something far more stable and far more powerful you can build around: shared human values. When you know what people value, in other words, WHAT MATTERS MOST to them, you don’t have to reverse-engineer their behavior. You can start where decisions actually begin. Inside. Deep in the part of a person that says, “Yes. This feels right. This is obviously for me.” 

In a valuegraphic study to prepare for a recent keynote, we focused on loyal franchise customers. We wanted to understand what made these folks tick, and figure out WHY they keep showing up. And what we found was eye-opening. Two values rose to the top of the list: Personal Responsibility and Friendship. And once we saw that, and understood what they meant to this group, everything else became obvious.  

Let’s start with Personal Responsibility.  

For the loyal franchise customers who hold this value close, life works best when things are dependable, efficient, and fair. These folks crush their to-do lists and get itchy when things feel chaotic or poorly planned. They’re drawn to experiences that respect their time and offer clear outcomes. In our research, they told us exactly what they wanted: just make things easier. Don’t overcomplicate. Don’t make me jump through hoops. Don’t waste my time. Respect me by helping me move forward. 

One franchise leader shared a brilliant example. Their organization swapped out a clunky, fifteen-field registration form for a sleek two-click sign-on. Result? A 93% jump in engagement. Because they honored a core value. Another talked about how they trained frontline staff to say, “Let’s make this easier for you.” That simple phrase, delivered with sincerity, made people feel seen and respected. When Personal Responsibility is the value, those are magic words.   

Then we looked at Friendship.  

Now, this one was unexpected. Friendship doesn’t usually show up as a top-tier value in most studies. It’s often wrapped up inside other values like Belonging, Relationships, or Community. But here? It was loud and proud. And very specific. These customers probably couldn’t articulate this, but the data shows clearly that they are loyal to franchise brands because they feel that their Friendship value is honored. Real, lived-in, face-to-face Friendship. They want to feel like the brand was built by friends, for friends, and about friendship. 

The room lit up when we shared that finding.  

Suddenly, ideas started pouring in. One person described how their child-care franchise organizes playdates and created a private Facebook group to help new parents find one another. That’s friendship in action. Someone else talked about an alumni day they held to bring past employees and long-time customers together; a celebration of shared history. These ideas might seem odd or frivolous until you know that Friendship is a shared value for the most loyal customers of franchise brands. It’s What Matters Most. So you see, once you know what people value, the strategies to leverage those values practically write themselves. 

This is what it looks like when you stop designing for demographic stereotypes and start designing for people. When you stop trying to decode behaviors from the outside in and instead build strategies from the inside out. Demographics can’t tell you this. Job titles won’t whisper these secrets. But values will. Values are how people make decisions; they’re how human brains decide what to do next. And they’re stable. Reliable. Measurable. Universal. 

So next time you’re trying to solve a problem—or spark an idea—don’t start with assumptions about age groups or income levels or if people have kids. Start with values. Ask What Matters Most to the people you need to inspire. Then build from there.   

David, you ROCKED OUR WORLD when I first heard you speak.  So simple. So true.  So insightful.  So transformative. 

Thank you for all you do!  
 
P.S. Want to know more about WHAT MATTERS MOST to loyal franchise customers?  
 
Join us for a deeper dive: 

WED, August 20, 2025 
1:00 PM ET / 12:00 PM CT / 11:00 AM MT / 10:00 AM PT 
REGISTER HERE: https://calendly.com/davidallisoninc/franchise-webinar 

Led by the iconic franchise leader and champion of responsible franchising, Brian Schnell, Partner and Chair of Franchise Practice at Faegre Drinker, this Summit is masterfully curated from start to finish. Brian doesn’t just pick topics that sound relevant—he thoughtfully crafts content and panel themes that bring tangible value to both franchisors and franchisees. And he goes a step further, hand-selecting each panelist to ensure a mix of perspectives, sometimes radically different, that open the door to fresh thinking and dynamic discussion. 

The magic of this event lies in its balance: big enough to offer broad insights and big takeaways, yet intimate enough to spark deep, meaningful conversations throughout. 
 
Once again, Franchise Speakers was honored to support Brian and his incredible team with a provocative and perspective changing opening keynote by David Allision, Engagement & Influence Exert and Human Values Research Pioneer.   
 
David’s keynote, “Loyalty Isn’t Magic. It’s Data. How Shared Human Values Will Build Devoted Franchise Customers” left attendees challenged and open to a new way of thinking.   

We’re grateful to be part of something this impactful, and we applaud the precision and care that goes into every detail. 

To everyone I didn’t manage to snap a photo with—your contributions were equally memorable. It was so good to see you all! 

If you’re serious about staying sharp in franchising, this is an event you don’t want to miss. Put it on your calendar for 2026. 

Thank you again to Brian, Heather, and the entire Faegre Drinker team. What a gift to the franchise community you offer! 

Led by a powerhouse executive team that truly walks the talk, McLane brought together key leaders and decision-makers from across the organization for two days of connection, alignment, and growth. And wow—did it deliver. 

Franchise Speakers was honored to support this exceptional gathering with one of the most dynamic and energizing keynote experiences we’ve seen this year—Seth Mattison, visionary leadership expert, future-of-work strategist, and total rockstar. 

Seth’s keynote and follow-up session had the entire room dialed in. With precision, passion, and insight, he unpacked leadership themes that resonated deeply with McLane’s culture-forward values. You know you’ve got something special when the CEO is snapping photos from the front row and the team is already brainstorming how to bring the message deeper into the organization. 

What stood out most? The intentionality. Every element of the event—from speaker prep to production to post-session conversation—was designed to move the needle, not just fill time. 

We’re deeply grateful to BreAnn Hudson, and the entire McLane team, along with Andrea Honan of Mary O’Conner & Company for their trust, collaboration, and care in crafting a meaningful experience. You’ve set the bar for what a well-orchestrated event can be when culture meets clarity. 

If you’re looking to build leadership that lasts and ignite alignment from the top down—this is the kind of event to model. 

Thank you, McLane, for letting us be supporting team member for this great event.  

SOOO AMAZING to reconnect with our Franchise Friends in person. There was an abundance of priceless takeaways from every session.  

A huge THANK YOU to our amazing speaker partners Greg Nathan, Ford Saeks, Scott Greenberg, John Francis, and Evan Hackel. Once again, each brought incredible insights and experience to this year’s event. As always, they were amazing!

Interested in more info on any of these amazing franchise keynote speakers? 

Details on their keynote programs and tactical trainings can be found here: 

• Greg Nathan
• Ford Saeks
• Scott Greenberg
• John Francis
• Evan Hackel

We’d love to jump in and help you with any franchise speaker needs. Here’s how to reach us: 720-304-3710 or Katrina@FranchiseSpeakers.com  or Aletha@FranchiseSpeakers.com

At Franchise Speakers, we know the Franchise World – It’s All We Do!

Excited to Connect!P.S. Need help with amazing franchise-savvy speakers? Interested in building a culture of healthy franchise relationships with the help of FRI? Can we help you support your franchisees with a Wealthy Franchisee Mindset?

The Foundation Field Manager Bootcamp will give your Field Managers a boost of confidence, clarity, and inspiration to reignite passion for their role. Equip them with a powerful set of tools and strategies for improving franchisee engagement, profitability, and brand alignment.Program Format: 5, 2-hour sessions
US Dates/Times
2023 – April 11, 13, 17, 19 & 20
3:30 PM – 5:30 PM PDT / 4:30 PM – 6:30 PM MDT
5:30 PM – 7:30 PM CDT / 6:30 PM – 8:30 PM EDTThis program is led by experienced FRI facilitators with real-world franchise operations experience. Even your most seasoned Field Managers and franchisor staff will come away with new insights and skills.Register by March 12, 2023, for the EARLY BIRD discount!

In this session, Greg will introduce key models to understanding how to create outstanding franchise relationships and lead an interactive discussion on 11 specific strategies for field managers to add the most value to franchisees. Whether you’re a franchisor or field support professional, this event is for you!

Registration is required, but don’t worry, it’s completely FREE! This is a unique opportunity to learn from the best and improve your franchise operations. We hope to see you there!

This event is open to anyone and everyone in franchising. You do not have to be a NEFA member to attend.Don’t miss this session!

SEOSamba’s Top 100 Global Influencers in Franchising list includes the most influential characters in the franchise world, whose voices count more than most across various channels from traditional to social media.

What an honor to be included in this distinguished list of franchise colleagues. 

As the Chief Match Maker for Franchise Speakers, I love to help franchisors, franchise associations, and franchisees find the perfect speakers to create an outstanding experience for their audiences. 

We listen actively and respond quickly providing carefully selected speaker/trainer/emcee/entertainer options based on desired learning objectives and investment level. And through the process, we make sure that the presenter options offered for review will connect with the culture of the system and the feeling, tone, and energy of the event.

As franchise specialists, the Franchise Speakers team works with clients in two ways:#1
We supply hand-picked matches based on each franchisor’s content objectives as well as the culture of their system.

#2
Franchisors assign Franchise Speakers to research, vet, and manage speakers who may be of interest.In either scenario, there is no fee to the franchisor for Franchise Speakers’ services as the speakers pay a commission when we find the perfect match. Franchise Speakers seamlessly becomes part of your convention planning team and takes all the stress and worry out of the myriad details involved in working with outside talent. Want to connect for a quick brainstorming call about creating a ‘WOW!’ Convention for your franchisees?

 Let us know if you’d like to chat about any of these amazing speakers and explore how they might WOW! Your teams at your next event!  We LOVE them ALL!

NEFA/FBN Boston is hosting a virtual, interactive session with the renowned Franchise Relationship Expert  Greg Nathan on Tuesday, March 7, 2023 (US Date/Time). This event is open to everyone in franchising, not just for NEFA members! Please share with your friends and colleagues!11 Strategies to Improve the Effectiveness of Field Visits
Tuesday, March 7, 2023
Via Zoom – 4:00 PM – 5:30 PM EST
(US Date & Time)If you haven’t heard of Greg Nathan yet, he is the founder of the Franchise Relationships Institute and the best-selling author of “The Franchisor’s Guide to Improving Field Visits“.  He is also the recipient of the IFA’s Crystal Compass Award for leadership in franchising. Often described as the international thought leader and expert on building and keeping healthy franchise relationships, no one understands the unique challenges and rewards inherent in the franchisee-franchisor relationship like Greg and his team at FRI (Franchise Relationships Institute). 

In this session, Greg will introduce important models around the franchise relationship and lead an interactive discussion on 11 specific strategies that add the most value to franchisees. Whether you’re a franchisor, franchisee, or just interested in franchising, this event is for you! Greg’s sessions consistently receive the highest ratings.

Registration is required, but don’t worry, it’s completely FREE! This is a unique opportunity to learn from the best and improve your franchise operations. We hope to see you there!Don’t miss this session!

• Difficulty finding good people
• High turnover or shorter stays
• Entitlement mentality among employees
• Communication issues and generational disconnects
• Training to expected standards
• Toxic leadership

Which is the most significant challenge? A toxic work environment where employees feel they lack support is one of the most significant explains Ford.

Check out Ford’s blog post HERE or tune in to this FORDIFY LIVE episode!Be sure to stop by and meet Ford at the Franchise Training Solutions Booth #1116!

And don’t miss two other opportunities to connect with Ford:

MON 2/27/23 3:00 PM
Thought Leadership Roundtable “Winning Workplace Strategies”

WED 3/1/23  9:00 AM
Education Track:
“A Franchise System’s Culture is a Difference Maker During Uncertain Economic Times”