“Great franchisees aren’t born — they’re built. And it always starts with how they think, not just what they do.”

In this standout episode, we sit down with Scott Greenberg — international speaker, best-selling author of The Wealthy Franchisee, and one of the most respected voices in franchise performance. With 10 years of firsthand experience as a multi-unit franchisee and two decades of coaching top brands around the world, Scott brings clarity to the one question every operator needs to answer:

Why do some franchisees thrive while others struggle — even with the same brand, the same training, and the same resources?

Blending research, storytelling, and humor, Scott breaks down the difference between operational competence and performance psychology — showing how elite operators think, lead, and make decisions differently.

In this episode:

• Why identical franchise systems produce wildly different results
• The mindset patterns of high-performing franchise operators – and how to build them intentionally
• Why “work ethic” and “hours logged” aren’t enough to win
• How frustration, comparison, and burnout quietly sabotage great operators
• What franchisors can do to truly develop — not just train — their franchisees
• Traits of the most coachable (and least coachable) franchisees
• Why culture has become a performance multiplier in modern franchising
• The difference between growing units and growing leaders
• Emotional management in the face of setbacks, competition, and online reviews
• The future of franchise performance in an AI-accelerated world

From psychology to practical tactics, Scott delivers a masterclass in how smart operators turn ordinary franchise models into extraordinary results — without losing themselves in the process.

If you’re a franchisor looking to raise your system’s performance ceiling, or a franchisee determined to reach the next level, this conversation will reshuffle how you think, lead, and compete.