Franchise Fuel: Smarter Growth, with Vern NicholsonPersonal Purpose, Professional Growth
This special edition of Franchise Fuel: Smarter Growth takes a step back from franchising to share a more personal story about purpose and growth. It begins with the origin of my 2018 book, The Asterisk, and the friendly rivalry that sparked it while I worked at a lodging research company in the early 2000s. Surrounded by devoted New England fans while cheering for Pittsburgh, I started comparing the two organizations and uncovered the leadership and cultural factors that fueled sustained success. The Asterisk is available wherever books are sold, including Amazon, Barnes and Noble, Books A Million, and Google Books. From there the episode moves to what matters most at home. I celebrate my wife, Candice Nicholson, the 2024 Michigan Teacher of the Year and a Michigan State University Distinguished Alumni. I share my transition into the role of Vice President of Strategy and Growth at Vetro Media after more than two decades in digital marketing. I talk about our daily walking routine that helped me lose 30 pounds and find renewed focus. I also reflect on conversations at The National Franchise Show with leaders from Beyond Juicery and Eatery and Breadless, and on insights from the Detroit Digital Empowerment Summit. Finally, I invite listeners to like, comment, and subscribe.
Chapter 1
Writing The Asterisk – A Football Story with a Purpose
Vern Nicholson
Welcome to another episode of Franchise Fuel: Smarter Growth, the podcast where we explore the strategies, insights, and tools that help franchise brands grow with intention. Whether you're a seasoned development executive, an emerging brand, or a curious entrepreneur, this show is built for you. Each episode is designed to deliver real value and practical takeaways from inside and outside the franchise world.
Vern Nicholson
But today, we're doing something a little different. This episode is a personal one. It’s a chance for me to share more of my own journey — where I’ve been, what drives me, and the people and experiences that shape my perspective. From publishing a book about professional football, to walking through life and purpose with my wife, Candice, to stepping into a new role at Vet-tro Media, this is about growth in every sense of the word — professional, personal, and community-driven.
Vern Nicholson
So whether you’re walking the dog, driving to your next discovery day, or just looking to recharge your mindset, I invite you to sit back and enjoy this story-driven episode. It’s not just about building smarter franchises — it’s about building a smarter life. Let’s get into it.
Vern Nicholson
Long before stepping into the world of franchise development, I found myself deep in a very different kind of research: football. In 2018, I published a book titled The Asterisk, a professional football comparison that stemmed from my time working at a lodging research company in the early 2000s. I worked for the now-deceased president, who had five sons, four of whom were passionate New England Patriots fans.
Vern Nicholson
As a loyal Pittsburgh Steelers fan, I was often caught in debates about which team truly dominated the early 2000s. This friendly rivalry led me to conduct an in-depth analysis comparing both organizations. What began as banter turned into serious research. I discovered remarkable patterns about leadership, infrastructure, and culture that contributed to both teams’ dynasties.