Identity Changes: On Cooling out the Franchisee

You’re making me angry. You wouldn’t like me when I’m angry.


A Canadian born sociologist called Erving Goffman (1922 -1982) wrote a very relevant essay called: On Cooling out the Mark.

Anyone involved in franchising should read it. free .pdf download

You may or may not understand that you are a mark (in other people’s eyes) but it should be part of your business investigation to find out what new identity you will be asked to adopt.

This is where The Mask that eats your Face comes in: Franchising is a deeply, profoundly personally transformative process.

Goffman was a titan in the field of social theory: how we fit (or don’t) within society. We’ll be returning to this work and other of his.

You may think you are buying a simple product but you are not.

Franchising will change every significant relationship you have in your life. And it doesn’t matter if you reach your financial goals or not.

  • As a matter of fact, I often sympathize more with those poor souls who do make more money than they know what to do with (franchisees and franchisors). Their success often blinds them fatally to the greatest joys in life. Only survival can be sustained by a constant diet of junk food relationships.

You can choose to try to understand the dynamics and gain some control. Or simply let it wash over you.

  • But a word of caution from someone who has watched many people choose: Not everyone gets out alive and there are no short-cuts in this journey.

If you can’t hear this, drag your significant-other over to the monitor. No guff…

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