TES Insights
Starting with the Why with Susan Stilwell
How The Entrepreneur’s Source’s Business Development Strategist discusses this idea during the Discovery Experience
“Henry Ford summed it up best. ‘If I had asked people what they wanted,’ he said, ‘they would have said a faster horse’.” Simon Sinek, leadership expert and author of “Start with Why” gives this example when discussing his theory which is the foundation for The Entrepreneur’s Source’s® (TES) groundbreaking approach to Career Ownership Coaching™. By working with clients to define their ‘Why’ along with their Income, Lifestyle, Wealth, and Equity™ goals, Career Ownership Coaches™ help their clients reach a point of clarity where they can finally take control of their futures.
“Start with Why” is based on the idea that successful leaders and organizations are those that have a clear sense of purpose and a deep understanding of why they do what they do. This sense of purpose, or “Why”, serves as the guiding force behind their decisions and actions. Sinek explains that starting with why allows individuals to tap into the emotional and motivational aspects of decision-making, which can ultimately lead to more successful outcomes.
When you start with why, you can then better align your strategy with those goals. TES Career Ownership Coaches™ offer education and guidance to help clients reach a point of clarity using the framework of Sinek’s Golden Circle Theory. The premise is that starting with your purpose (Why), is most important. Only after you have established the Why can you then move on to the How or how you accomplish your goals (the Why). The What should always come last. He states that many people and organizations get that wrong, getting hung up on the What, which will inevitably leave them disconnected from their Why.
Susan Stilwell, Business Development Strategist with TES gives this example: “Many times our clients end up in a business that they never would have thought of. The business concept doesn’t have to be the passion. The business model often is simply a vehicle to achieve their goals,” she explains, “I worked with someone who wanted a business that could provide a good return on investment with a product that was in high demand. The franchise offering that best fit their ILWE ™ goals turned out to be a porta potty business. Did that person have a passion for porta potties? No. It’s not about what the business is but rather how the business helped him move towards his goals and reasons for business ownership. This guy is now operating a lucrative and sustainable business and is living the life he wanted all because we helped them look at things differently.”
As Business Development Strategist with TES, Susan Stilwell helps guide those interested in exploring entrepreneurship as a Career Ownership Coach ™ with the brand. “The Discovery Experience is about bringing education and helping candidates look at things differently so they can come to a point of clarity about business ownership,” explains Susan.
Susan explains that before embarking on any new business venture, it’s important to have a clear sense of what you hope to achieve. This could include personal goals, such as financial security, flexibility, or a desire to be your own boss, as well as professional goals, such as building a successful business that makes a positive impact on your community. By starting with why, you can get to the heart of what truly motivate clients and use that knowledge to guide their decision-making.
“The foundation of our business stems from our focus on each of our client’s ‘Why’. We seek to understand the motivators that have led you on this journey of discovery. When exploring becoming a TES Career Ownership Coach ™, it is important to understand this core component of our coaching philosophy,” Susan explains, “Coaches inspire clients to explore business ownership. You will do this by focusing on your client’s ‘Why’.”
Being able to remind clients of their ‘Why’ when fear stalls them as they explore their possibilities is something Susan says is very impactful. “I ask my clients to look out a year from now and what needs to have changed for them to be happy with their progress. When it comes to navigating challenges and setbacks, having a strong sense of purpose and motivation helps people navigate the ups and downs of business. By starting with why, you can tap into a deeper sense of purpose and motivation that can help you persevere through difficult times and maintain the motivation and resilience necessary to succeed as a franchise owner.”
Susan has a good perspective on the challenges that come with business ownership. Prior to joining TES, Susan helped start a staffing company in the late 1990’s. She understands how hard it is to build a business, even more so without the support of a franchise system. Of the experience she says, “There were five of us partners. Only three of us still talk to each other. If we had worked with a franchisor, things might have been different. Franchise support makes all the difference.”
With almost 40 years’ experience, TES offers the support and systems that provide a vehicle for franchisees to achieve their lifestyle and financial goals and their ‘Whys’. Susan explains, “The TES system works, that we can teach to anyone. We have coaches from so many backgrounds, with so many different skillsets. Don’t need industry knowledge or experience. Most importantly you have to like people and want to help them. You also have to be willing not only to coach, but to be coached. You have to be willing to follow the system. TES has everything else you need to build self-sufficiency.”
“Every coach is a business owner, so TES provides a franchise business coach to help you navigate and jumpstart your new business. We want you to maximize your return on your investment. This is a revenue share organization, we do well when you do well. We are vested in your success. We help you focus on the right actions to get you there. There is ongoing training and comprehensive support. You are in business for yourself but not by yourself,” Susan explains.
“No one else does what we do. We are not looking for salespeople. We are very particular about who we award franchises to. Coaching has to be a good fit for the individual. We are looking for someone who is willing to go on a journey with their clients. We will always do what is best for our clients.”
For many TES Career Ownership Coaches ™, joining TES has been a way for them to align their Why, How and What. Susan says, “I love what I do. I provide value and am a resource. I love helping people. With TES, I am able to do something I never was able to working for someone else, I have control over my own future. And I get to do something that is meaningful and impactful.”
The Start with Why philosophy is a powerful tool for individuals considering franchise business ownership. TES Career Ownership Coaches ™ leverage this philosophy to help their clients make informed decisions about entrepreneurship. By clarifying the client’s motivations and goals, exploring and assessing franchise opportunities through this lens, and providing ongoing support and guidance, TES coaches help their clients come to a point of clarity in their journey to self-sufficiency, all while in a safe environment. By starting with the why, TES coaches ensure their client’s business aligns with their values, priorities, and overall goals, leading to a more meaningful and rewarding entrepreneurial journey.
To learn more about becoming a TES Career Ownership Coach™, click here