One of the articles in the current Celebrating Entrepreneurship series, If Your Business Closed Tomorrow, Would Anyone Notice? has sparked a great deal of interest. It pushed me to think deeper, and then to reflect on an interview I did toward the end of the 2009–2012 financial downturn where I discussed this very topic.
Get Off Your Ass Marketing: The Missing Skill in Franchise Success
In 2012 I was interviewed for Fraanchise Direct for an article about franchisee marketing. At the time, one of my comments stirred a bit of controversy, though it shouldn’t have. It should have sparked a movement. It should have become a formal initiative. It should have been structured, trained, reinforced, and built into franchise culture nationwide. Instead, it simply lived as a quote. Yet earlier today, in a conversation about franchisees working long hours but not necessarily working smart, that old quote came screaming back to life.
I had said then, “I’m not degrading the efforts of franchisees that strive for 100% customer satisfaction and are willing to put in long hours to ensure the same. But with a strong personal brand that reaches into the local community, franchisees would be more successful driving the business. I refer to this as GOYA marketing — Get Off Your Ass marketing. Here’s the great part of GOYA marketing… in today’s digital world, much of the personal branding can be done online!”
That quote caused immediate controversy. People said it was too abrupt. Too blunt. Too in-your-face. My response then is the same as it is today: too abrupt would be not doing it, and a franchisee losing their business because they stayed comfortable behind the counter instead of getting out in front of their community. If directness saves a struggling operator from becoming another statistic, then directness is exactly what’s needed.
The challenges that existed back then are even more pronounced now. Franchisees pour in time. They stay open later. They work the line. They fill the gaps. They run deliveries. They take on so much of the day-to-day that they unintentionally turn themselves into the highest-paid hourly employees in the building. They equate effort with leadership. They mistake exhaustion for progress. They confuse showing up with showing up strategically.
But businesses don’t scale on sweat alone. They scale on smart, deliberate, outward-facing action. They scale on visibility. They scale on proactive engagement. They scale on becoming known, trusted, relevant, and connected within the community. And that doesn’t happen from behind the counter.
GOYA Marketing calls for that shift. It calls for franchisees to step into the role of local business leader, local celebrity, local advocate, local connector, local storyteller. And while in 2012 I emphasized that much of this could be done digitally — because suddenly the tools existed — I’d be remiss today if I didn’t add a critical point. The real power comes when digital and in-person efforts work together. Not one or the other. Both. Your digital presence creates recognition before you even walk into the room. Your in-person presence cements trust that no algorithm can replace. Together they form the engine of influence that drives loyalty, community buzz, and scalable growth.
Where franchising is trending today — the movement toward franchise local, the emphasis on community presence, the push for franchisees to lead not just operate — creates the perfect moment to revive GOYA Marketing as a formal philosophy. Not as motivation. Not as a rant. Not as nostalgia from a decade-old interview. But as a movement with real consequences for those who adopt it and for those who don’t.
Maybe the real message from 2012 was never about working harder. It was about working where it matters. Because if a franchisee isn’t seen, if they aren’t engaged, if the community doesn’t know them, like them, and trust them, then they’re simply running a store. And today, running a store is not enough. Not with competition tightening. Not with the economic climate shifting. Not with consumer expectations climbing higher every month.
So maybe the right question for franchisees — and for franchisors — is this: What would happen if GOYA Marketing was a required skill? What if every franchisee was trained to build influence, not just manage operations? What if becoming the face of the business was part of the system? What if community presence carried the same weight as food costs and labor control? What if personal brand equity became one of the strongest drivers of local unit performance?
And the question that matters most: If your business closed tomorrow, would anyone beyond your regulars even notice?
If the answer is anything short of “absolutely,” then GOYA Marketing isn’t blunt. It isn’t controversial. It isn’t optional. It’s the wake-up call that saves businesses. The philosophy was ahead of its time in 2012. It’s right on time today. And it will be indispensable tomorrow.
About the Author
Paul Segreto brings over forty years of real-world experience in franchising, restaurants, and small business growth. Recognized as one of the Top 100 Global Franchise and Small Business Influencers, Paul is the driving voice behind Acceler8Success Café, a daily content platform that inspires and informs thousands of entrepreneurs nationwide. A passionate advocate for ethical leadership and sustainable growth, Paul has dedicated his career to helping founders, franchise executives, and entrepreneurial families achieve clarity, balance, and lasting success through purpose-driven action.
Ready to elevate your business or navigate today’s challenges with confidence? Connect directly with Paul at paul@acceler8success.com, because every success story begins with a meaningful conversation.
About Acceler8Success America
Acceler8Success America is a comprehensive business advisory and coaching platform dedicated to helping entrepreneurs, small business owners, and franchise professionals achieve The American Dream Accelerated.
Through a combination of strategic consulting, results-focused coaching, and empowering content, Acceler8Success America provides the tools, insights, and guidance needed to start, grow, and scale successfully in today’s fast-paced world.
With deep expertise in entrepreneurship, franchising, restaurants, and small business development, Acceler8Success America bridges experience and innovation, supporting current and aspiring entrepreneurs as they build sustainable businesses and lasting legacies across America.
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