What if the secret to sustainable franchise growth isn’t speed but steadfast values?

In this episode, Emma Dickison, CEO and President of Home Helpers Home Care, shares her journey from teaching to leading one of the nation’s most trusted senior care brands. With roots at Blockbuster during its explosive rise and nearly two decades at the helm of Home Helpers, Emma offers a masterclass in purpose-driven leadership.

She opens up about the defining lessons that shaped her from single motherhood and mentorship to leading through a global pandemic, and how those experiences strengthened her belief that “doing the right thing” always comes before doing things right. Emma also reveals the origin of Home Helpers’ BOLD values and how these principles guide every franchise decision, from who joins the system to how they show up in their communities.

You’ll also hear how Emma and her team foster innovation through their Innovation Council, collaborate with franchisees to develop new programs like Cared-4, and lead industry-wide advocacy efforts through the Home Care Association of America and International Franchise Association (IFA). This episode is equal parts inspiration and strategy, a reminder that lasting growth begins with integrity, collaboration, and listening as you lead.

So, if you’re building a franchise rooted in purpose, this episode is your reminder that real growth comes from doing the right thing, every time.

Resources - 

The Beginnings of the McDonalds Filet o Fish sandwich in Cheviot, OH - https://www.wcpo.com/money/local-business-news/mcdonalds-filet-o-fish-invented-by-cincinnati-franchise-owner-who-was-losing-business-during-lent

Connect with Emma:

LinkedIn - https://www.linkedin.com/in/emmadickison/

Home Helpers - https://homehelpershomecare.com/

Home Helpers Franchise - https://www.homehelpersfranchise.com/

Episode Highlights:

• Emma’s early career at Blockbuster and what she learned about leadership and culture
• How single motherhood shaped her resilience and servant-leadership style
• The founding principles behind Home Helpers’ BOLD values
• Building trust and credibility in a crowded senior care market
• Leading through the pandemic and the importance of advocacy
• How innovation councils keep franchise systems agile and collaborative
• The story behind Home Helpers’ Cared4 program and its impact
• Lessons in collaboration, mentorship, and listening as a leader
• The importance of IFA involvement for emerging franchisors
• The growing presence and impact of women in franchising

Connect with Tracy

Personal LinkedIn: https://www.linkedin.com/in/tracy-panase/

JBF LinkedIn - https://www.linkedin.com/company/jbfsale

JBF Franchise System - https://jbfsalefranchise.com/

Email: [email protected]

Connect with Shannon

Personal LinkedIn - https://www.linkedin.com/in/shannonwilburn/

JBF LinkedIn - https://www.linkedin.com/company/jbfsale

Website - https://shineexecutivecoaching.com/

Email - [email protected]