December has a way of sharpening perspective. The noise slows down, the pace shifts, and leaders finally look up from the day-to-day. After spending the past year inside mastermind rooms, boardrooms, advisory councils, franchisee groups, supplier groups, workshops, and one-on-one conversations, a few things have become unmistakably clear.
For 35 years, I have worked every angle of this industry as a franchisor, franchisee, supplier, board member, coach, facilitator, and now the guy leaders call when they want honest guidance and not another sales pitch. That vantage point gives me a unique read on where the industry really stands and where it is heading.
Below is the distilled version. What to think, how to think, and what to do about it as you step into 2026.
1. WHAT TO THINK: Clarity Wins Markets
Most systems do not struggle because they are weak. They struggle because they are fuzzy.
Fuzzy support
Fuzzy economics
Fuzzy roles
Fuzzy leadership
The brands that will win in 2026 are the ones that get very clear about who they are, what they promise, and how they deliver. Franchisees do not need perfection. They need a steady hand and a clear path.
HOW TO THINK:
Stop assuming your team understands the message. Start assuming they do not and tighten it until the meaning is unmistakable.
WHAT TO DO:
Simplify the strategy. Strengthen your communication rhythm. Over-explain the basics.
2. WHAT TO THINK: Governance Is Now a Growth Engine
Advisory councils and boards used to be optional. That is no longer the case.
I led and built several governance structures this year, and the impact was obvious. Strong governance helps brands:
Create better decisions
Attract higher quality franchisees
Increase valuation
Reduce internal friction
Move faster with more alignment
HOW TO THINK:
View governance as leverage, not ceremony.
WHAT TO DO:
If you do not have a functioning board or FAC, build one. If yours exists only in name, fix it.
3. WHAT TO THINK: Support Is Your Real Reputation
The quiet shift of 2025 is now undeniable. Franchisee support is the real currency of the industry.
Investors know it.
Franchisees feel it.
Suppliers see the ripple effect.
Inside mastermind rooms and board conversations, support is the lever that comes up again and again.
HOW TO THINK:
Treat support as a performance driver, not a cost center.
WHAT TO DO:
Audit your support model. Strengthen training. Improve field visits. Lift your FAC and hold meaningful conversations.
4. WHAT TO THINK: Suppliers Are Choosing Their Clients Too
Facilitating the supplier mastermind this year made something very clear. The best suppliers are not chasing every franchisor. They are choosing the systems that operate with structure, discipline, and maturity.
In return, franchisors are learning the difference between vendors who simply sell products and partners who truly understand franchising.
HOW TO THINK:
You are not buying a tool. You are entering a partnership ecosystem.
WHAT TO DO:
Choose partners who understand franchising at a deep level. The ROI is completely different.
5. WHAT TO THINK: Franchise Buyers Are Wiser Than Ever
My work on the “How to Buy a Franchise” short-form series reminded me of a simple truth.
Prospective buyers are more cautious, more analytical, and less impressed by hype than ever before.
This is a good thing. It makes our industry better.
HOW TO THINK:
Transparency is not a liability. It is a strategic advantage.
WHAT TO DO:
Tighten your messaging. Strengthen your economics. Tell the truth sooner.
6. WHAT TO THINK: Masterminds Are No Longer a Luxury
This year confirmed something I have believed for a long time. Thinking alone is dangerous.
The franchisors and suppliers who are winning are the ones who consistently surround themselves with smart peers who are willing to challenge them.
My role as a facilitator is simple. Create a room where real conversations happen, where blind spots are exposed, where clarity comes faster, and where leaders leave better than they arrived.
HOW TO THINK:
The smartest person in the room is the one who keeps learning.
WHAT TO DO:
Join a mastermind, build one, or form your own trusted council. Just do not isolate yourself.
A Word About My Work and Why It Matters in 2026
I do not offer quick fixes or cookie cutter solutions. I serve franchisors, franchisees, and suppliers because I have lived every part of this model. I sit in the boardroom when the big decisions get made. I sit with franchisees when the reality hits. I sit with suppliers who are growing inside complex systems.
Across all of it, my job remains the same.
Help leaders think clearly.
Challenge outdated assumptions.
Bring perspective that only comes from decades in the trenches.
Create rooms where people get smarter and move faster.
Whether it is a board meeting, a mastermind group, a strategy call, or a keynote, the mission is identical. Better thinking. Better decisions. Better outcomes.
The Bottom Line for 2026
If you want to get ahead next year, do not chase shiny objects. Do not reinvent what already works. Do not pretend the fundamentals have changed.
Instead:
Get clear.
Strengthen governance.
Invest in support.
Choose partners wisely.
Tell the truth.
Surround yourself with sharp minds.
This is the work. And the work works.
If you want to discuss group placement, board development, advisory councils, or strategic support for 2026, I am here and ready to help.
