The Franchise Prototype is also the place where all assumptions are put to the test to see how well they work before becoming operational in the busi… - Michael Gerber

It is — first, last, and always — about how you act.

Murray also agrees to create a questionnaire and mail it to a sample of their Central Demographic Model consumers to find out how they feel they’re treated by other widget companies. At the same time, Murray is to personally call 150 of those consumers. He’ll conduct a Needs Analysis to get a better understanding of how they think and feel about widgets. What do widgets mean to them? How have widgets changed their lives? If they could have any kind of widget at all, what would it look like? How would it feel to use it? What do they want a good widget to do for them? Murray agrees to do the research by a certain date.

It was as though the hotel was more than just a hotel to him. “It was like the hotel was an expression of who he was, a symbol of what he believed in.