Franchising Today - Winter 2017 - 22

Column by Bucky Cook

DO IT FOR THE TEAM
why iT'S So imporTanT To caST a unified corporaTe
viSion amid compeTinG prioriTieS.

COMPETING
VISIONS
AND long-term
IDEAS
Competing visions and
ideas
for the organization's
sucare fundamental to any growing
brand. As your corporate team grows,
you'll start to notice your resources
being pulled in a million different directions as each department pursues
its own goals for the brand.
There's an old joke that production
tells marketing to "sell something
we can make," while marketing tells
production to "make something we
can sell." This tension presents both
a challenge and an opportunity for
brands, and how leadership chooses
to navigate it will often set the course

cess or failure.
Ultimately, anyone who is competing for resources - whether ideas,
funds, time or otherwise - deserves a
seat at the planning table. Here are a
few best practices I've learned from
my three-decade career in fast-casual.

Take

The

Time

Although it can be time consuming,
it is essential that everyone has the
opportunity to make a case for their
need or idea. This provides a platform
to discuss the following questions as

a team: Does this initiative align with
our company's mission? Will it serve
to amplify our existing strategy? Will
it have a return on investment?
Ideally, the ensuing discussion will
allow teams to find a consensus on
whether it makes sense to move forward given the greater context. Occasionally, when no consensus can
be reached within a reasonable time
frame, it falls to the top management
to make the final decision. Even then,
the rest of the team knows and appreciates that the decision was not made
in a vacuum. If their argument did not
prevail, they understand the underlying reasons for the decision because
they were a part of the process.

Grow SmarT
Developing a strong franchise system requires constant and consistent
growth within the franchisor sup-

Anyone who is competing for resources -
whether ideas, funds or time - deserves
a seat at the planning table.

22

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WINTER 2017


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Franchising Today - Winter 2017 - 1
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