Successful franchising is based on the effective premise of a successful franchisor/franchisee relationship. Leading in The Fourth Industrial Revolution requires a new leadership paradigm. Turbulent times call for an approach that puts people at the centre of everything they do. Leaders must transform their organizations to stay relevant and competitive amidst unprecedented change, but they must do so in a manner that inspires people in their workforce to opportunities and prosperity. The changed world of Covid-19 means business models that carried companies to the top of their industries are burning, set aflame by the pandemic, technology, demographic change, globalization, and other disruptive forces. For franchising to survive and thrive, their leaders must be adept at adopting new roles, crafting new identities, and finding new meaning for themselves and those they lead. The answer lies in authenticity – the heart of responsive and responsible leadership.