People, Not Products, Build Businesses
Michael Stone, the visionary leader behind one of North America’s largest painting franchises, has a bold message: “Businesses don’t grow. People grow.” This philosophy underpins his approach to leadership and business development, transforming the $60 billion repainting industry into a platform for wealth creation, community impact, and personal growth.
From his early days as a franchisee in sunny San Diego to leading a $300 million brand, Michael’s journey offers compelling lessons for entrepreneurs. His unique perspective challenges the traditional focus on products or services, emphasizing instead the power of leadership, values, and community.
In this article, we explore Michael’s insights on scaling businesses, cultivating a values-driven culture, and creating extraordinary experiences that resonate with both customers and employees.
The Power of Leadership in Business Growth
Leadership lies at the heart of Michael Stone’s success. Certapro Painters, his franchise brand, commands only 1% of the painting market in the U.S. and Canada despite being the largest player in its space. This gap represents immense growth potential, but Michael is clear that scaling a business isn’t about the product—it’s about the people behind it.
"The key to growing a successful, professionally managed large-scale painting operation is really about leadership development," Michael explains.
Certapro’s business model reflects this ethos, offering franchise owners extensive support, including rigorous training, state-of-the-art tools, and access to business coaches and marketing managers.
This leadership-first approach has driven sustained growth for Certapro franchises, evidenced by their increasing productivity and EBITDA year after year.
Building a Values-Driven Culture
Certapro’s vision, “to consistently deliver an extraordinary experience to anyone who touches our brand,” is more than a slogan. It’s a framework for action, supported by five core values:
Deliver what you promise.
Have pride in what you do.
Respect the individual.
Practice continuous improvement.
Embrace the possibilities.
Michael emphasizes that these aren’t just words on paper. “When you say ‘deliver what you promise,’ it means you’re known as somebody who meets their commitments. You act with integrity,” he explains. This culture of accountability and respect has created what Michael calls a “cult of values,” where every employee, franchise owner, and strategic partner embodies these principles.
Community Engagement: A Force for Good
Certapro’s commitment to leadership extends beyond business metrics to community impact. Initiatives like “Paint it Pink,” an annual campaign supporting breast cancer research, illustrate how businesses can create value not only for stakeholders but also for society.
During October and November, Certapro franchises donate $10 from every completed job to the Breast Cancer Research Foundation, raising nearly half a million dollars in three years. Franchise owners amplify the campaign by painting offices pink and wearing pink gear, raising awareness while contributing to a vital cause.
"Everyone knows someone touched by cancer," Michael shares, highlighting how these efforts unite the Certapro community around a shared purpose.
Earned Growth: The Value of Referrals
Beyond traditional marketing channels, Certapro prioritizes “earned growth” through customer referrals. Michael recounts a story where a franchise owner personally thanked a customer for an exceptional review and traced the referral back to its source.
"That’s earned growth," Michael explains. “You can buy a lot of growth by buying leads and sending direct mail. But earning growth is when you know you’ve enriched the lives of the people that you work with.”
This approach not only strengthens customer loyalty but also reinforces Certapro’s mission of delivering extraordinary experiences at every touchpoint.
Key Takeaways for Entrepreneurs
Michael Stone’s leadership philosophy offers actionable insights for entrepreneurs at any stage:
Focus on People, Not ProductsLeadership and personal development drive long-term business success.
Build a Values-Driven CultureClearly defined and practiced values can transform your organization’s impact.
Invest in Community EngagementAligning your brand with meaningful causes strengthens both community ties and internal culture.
Prioritize Earned GrowthReferrals and word-of-mouth marketing outperform paid campaigns by creating lasting trust.
A Call to Action
Michael Stone’s journey underscores the importance of leadership, community, and values in driving business growth. If you’re inspired to take your entrepreneurial journey to the next level, explore resources like Certapro’s franchising opportunities or leadership development programs tailored to your needs.
Visit Certapro Painters for more insights, or dive deeper into related topics like building a values-driven business culture.
Leadership isn’t just about managing; it’s about empowering people, creating extraordinary experiences, and making a lasting impact—both in business and beyond.
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