Incorporating Values into Values, Inc.

By Nina Kaufman, Esq.

Listen to the Episode Below: 

It’s been said that “if you don’t stand for something, you’ll fall for anything.” Where does your business take a stand? And why does it matter to business growth?


In this episode, Dina Dwyer-Owens, Co-Chair of the franchise powerhouse The Dwyer Group and author of Values, Inc., tells us how her company incorporated a code of values—and how that Code provided the foundation for sound decision-making, a consistent company culture, and impressive business growth.

Incorporating Values into Values, Inc. …cob097_dwyer-owens

  • Identify your values. This is the basis of your company–even more so than your business model or your service offerings. How you and your team live them–and not just pay lip service to them–will form the basis of your company’s reputation. See Dina’s workbook for ways to start that process.
  • Keep your values front-and-center. Refer to them often and keep them in mind during meetings and when making decisions. These will hold not only you, but also your team, accountable. By using these as a backbone as you conduct business, you’ll be boosting your company’s reputation and increasing your bottom line.
  • Franchises are simply businesses that already have turnkey systems for success. If you’re looking to acquire a franchise, consider your core values, as well as those of the franchise. Values affect your customers, your team, and your business community, so you want it to be a fit. 
  • Choose the most important functions in your business (usually, the customer-facing ones) and create successful systems around them. Think about the “front stage,” that is, what your customer experiences. And don’t forget “backstage”– you need to know how to keep your billing and collections systems in order. If you can identify these systems, the rest will begin to fall into place.


Dina Dwyer-Owens has led her company through phenomenal growth by focusing on the company’s Live R.I.C.H. values … and letting the sales take care of themselves. been able to make her company more profitable by setting up a code of values. If you’re looking for a way to anchor customer satisfaction and team collaboration, be sure to listen to this episode of Cash Out BIG!


Dina Dwyer-Owens currently serves as Co-Chair of Dwyer Group, which includes 14 franchise service brands and more than 2,600 locations across the globe that average more than $1.4 billion in system-wide sales each year. As a certified franchise executive with more than 30 years of industry experience behind her, Dina leads by example and credits a growing team and her company’s Code of Values for making Dwyer Group what it is today.

Dina has also served as chair of the International Franchise Association (IFA) in Washington D.C., the world’s largest advocacy group for franchising as a business format. In 2012 and 2013, she appeared on the Emmy-winning hit reality show “Undercover Boss.” She is the author of two books. Her first book, Live R.I.C.H.: How to build success in your company and your life with a proven Code of Values, champions the idea to Live R.I.C.H. following Dwyer Group’s Code of Values and the themes of Respect, Integrity Customer focus, and Having fun in the process. In Values, Inc., Dina inspires hope for the future by shining the spotlight on those who live and lead with integrity.

Dina resides in Waco, Texas, and is married to Mike Owens. They have two children, Dani and Mikey.

Words of Wisdom: 

“People are often unreasonable and self-centered. Forgive them anyway. If you are kind, people may accuse you of ulterior motives. Be kind anyway. If you are honest, people may cheat you. Be honest anyway. If you find happiness, people may be jealous. Be happy anyway. The good you do today may be forgotten tomorrow. Do good anyway. Give the world the best you have and it may never be enough. Give your best anyway. For you see, in the end, it is between you and God. It was never between you and them anyway.“ ~ Mother Teresa

Learn more about Dina Dwyer-Owens:


Dina’s workbook, Creating Your Culture:

Dina’s book, Values, Inc.:

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