I’ve known of Scott Greenberg for years—you can’t be around franchising and miss him—but this was our first real conversation. Within minutes, it was clear why so many franchise leaders swear by his work. He isn’t selling tactics; he’s coaching mindset. As a former franchisee and now a franchisor partner, I’ve seen great systems falter and average systems win, mostly because of the human variable. That’s Scott’s lane. It’s also where a lot of operators—especially emerging brands—need the most help.
Meet Scott Greenberg
Scott is a speaker, writer, and franchise performance expert—author of The Wealthy Franchisee and Stop the Shift Show. He keynotes brand conferences, leads workshops, and builds practical courses like the Wealthy Franchisee Business Breakthrough Program and HEMS (the Hourly Employee Management System), complete with workbooks, videos, assessments, and certification.
He’s also a two-time cancer survivor, a proud dad of two, and a humble Dodgers fan with room in his heart for the Padres. More than credentials, what stands out is his mission: to help franchisees become an asset to their own business by mastering the human element.
The Human Factor Beats Circumstance
“Two people can follow the same system in similar markets and perform wildly differently. Why? Because one is better at leadership, emotional regulation, customer engagement, and team-building.”
Top performers don’t just run better systems—they run themselves better. Circumstances matter, but the real difference is human: mindset, discipline, and how well they manage relationships and emotions.
Follow the System—Then Help Improve It
“If I just follow the system, I’m right 80% of the time. That’s a lot better than going rogue.”
Great franchisees don’t fight the system—they refine it. They understand the value of buying into a proven model and contribute to its evolution through feedback instead of rebellion.
Create Safe Lanes for Innovation (Use Your FAC for Real R&D)
“The FAC shouldn’t just be a communication relay. These are sophisticated operators who should be part of R&D. They should be the ones you trust to innovate, not just rubber-stamp ideas.”
The healthiest systems build feedback loops through Franchise Advisory Councils that include dissenters and innovators. Innovation thrives when leaders invite constructive debate and test ideas before rolling them out system-wide.
Ego Is a Sandbag; Humility Lifts Performance
“Ego is the enemy of service. If I have an ego, the business becomes about me. But the best franchisees say, ‘I have a great team,’ not ‘I’m awesome.’”
Humility might not make headlines, but it builds lasting success. Servant leaders create stronger teams, more loyal customers, and more transferable businesses. Ego weighs performance down; humility lets it rise.
Hourly Teams Require Different Management
“Hourly workers are different from salaried staff. If you understand how to motivate and engage them, performance changes.” — Scott Greenberg
Franchisees often overlook the nuance in managing hourly teams. Teaching leadership, communication, and culture-building is not a joint-employer issue—it’s essential training that directly affects profitability and retention.
Wrap Up Thoughts
Scott’s framework clarified something I’ve felt for years: success isn’t just about location, luck, or how hard you grind—it’s about who you are while you operate. As a former franchisee who loved to innovate, I resonated with “follow first, improve second.” That’s disciplined entrepreneurship. I’m more committed than ever to building systems that invite innovation—through data, through a strong FAC, and through the humility to listen to the brilliant operators already running the model.
Listen & Watch the Full Conversation
Watch the full episode on YouTube
Check out the podcast hub channel
Connect with the Scott Greenberg on LinkedIn and Scott Greenberg’s company website
