The Franchise Prototype

The concept of the Franchise Prototype is central to Gerber's philosophy. He argues that businesses should be designed as if they were going to be franchised, with every aspect of the operation documented and standardized. This ensures that the business can be replicated and scaled efficiently. 'The true product of a business is the business itself,' Gerber explains, emphasizing that the business model should be the primary focus, not just the products or services it offers.