Gerber says you should innovate the way in which your business does business:
The Franchise Revolution has brought with it an application of Innovation that has been almost universally ignored by American business. By recognizing that it is not the commodity that demands Innovation but the process by which it is sold, the franchiser aims his innovative energies at the way in which his business does business. To the franchiser, the entire process by which the business does business is a marketing tool, a mechanisms for finding and keeping customers. Each and every component of the business system is a means through which the franchiser can differentiate his business from all other businesses in the mind of his consumer.