[0:06 - 0:39] Jason:
Welcome to this edition of the People's Playbook podcast. I have to tell you, I'm pretty stoked today and jacked because we have been trying to get Sherry McNeil on this podcast for a while. Life has kind of, you know, happened and we've been wrestling along the way to get her on here, but Sherry is the CEO of the Canadian Franchise Association, which many of you know, based on the great work that they do. She's a powerhouse in this sector, who's helped grow brands in her previous life and the life she's in now, like Dairy Queen,

[0:39 - 0:47] Jason:
Boston Pizza, and now she champions just helping entrepreneurs coast to coast. With that, Sherry, I'd like to welcome you to the podcast.

[0:47 - 0:53] Sherry:
Well, thank you so much, Jason, and I'm very happy to be here. So let's talk about leadership and franchise.

[0:53 - 1:12] Jason:
Yeah, that's for sure. So let's get right into it. So you've worked in so many levels of this sector, right? So from store level operations to leading the Canadian Franchise Association. How did those early experiences shape your leadership style?

[1:12 - 1:45] Sherry:
Well, a couple of things I'd like to align on first before we get started...

(Sherry provides context on CFA and the franchisee-franchisor relationship)

[2:32 - 2:49] Jason:
I'm really glad you did that because so many people, franchisees, own a location... all they're looking for is, hey, I want to do really well and build a business in this country.

[3:25 - 3:54] Jason:
So I look at your path, and what I love about your trajectory was you've really been at every level. How did your early days and experiences shape your leadership style today?

[4:07 - 5:22] Sherry:
I've worked at every level, from the dish pit to signing franchise agreements. I learned to never ask someone to do something you wouldn’t do yourself, and I keep a growth mindset – learning something every day and giving back what I can.

[5:23 - 7:13] Jason & Sherry:
Jason: Is there one lesson from a leader that changed your trajectory?
Sherry: Many leaders shaped me. John DeHart taught me core values. Bob Mazziati reminded me everyone “puts their pants on one leg at a time.” David Drucker showed that leadership isn’t a popularity contest.

[8:03 - 9:35] Sherry:
Leadership requires intentionality. Set goals, improve your skills, network with mentors – personal and organizational growth are aligned.

[10:05 - 12:00] Jason & Sherry:
Jason: What are the most critical qualities for franchise leaders today?
Sherry: Focus, clarity of purpose, people connection. Stay connected to franchisees, corporate staff, and customers. Keep up with important trends like AI but filter out unnecessary noise.

[12:54 - 14:26] Jason & Sherry:
Jason: How do you manage innovation while staying consistent to your brand?
Sherry: “Sell, don’t tell.” Engage franchisees, create advisory councils, roll out initiatives together, and connect it all to the why.

[16:24 - 18:48] Sherry:
We launched a strategic plan informed by focus groups with members, guiding CFA’s mission: helping Canadians realize their dream of owning a business. Collaboration strengthens the franchise system, growing the industry from $100B in 2019 to $133B in 2025.

[19:17 - 22:46] Jason & Sherry:
Jason: How does culture play a role in brand transformation?
Sherry: Communication and engagement with franchisees is key. Example: rebranding 196 restaurants over 36 months with careful planning and feedback integration.

[23:12 - 23:52] Jason & Sherry:
Jason: Advice to your younger self?
Sherry: Listen twice as much as you talk. Use your two ears and one mouth wisely.

[24:09 - 27:48] Jason & Sherry:
Jason: How will franchise associations evolve to support future leaders?
Sherry: Continue providing education, networking, and sharing industry best practices. Face-to-face interaction is critical for real learning and human connection.

[27:48] Jason:
Thanks so much for joining us, Sherry.