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Sorbet is the largest beauty franchise business in Africa. In just twelve years the business has gone from being mistaken for an ice-cream shop to being a household name across South Africa. In 2018 Sorbet surpassed 200 salons. The dramatic growth of the brand over the past five years has driven business leaders to ask the question, ‘What is so different about Sorbet?’ In 2005, despite advice to the contrary, Ian Fuhr set out to create a national beauty salon franchise business that would offer its guests a consistently high level of service, delivered with a uniquely positive staff attitude. He realised that the only way to achieve this and to stand out in the competitive beauty salon industry was to create a culture that focused on people first and laid a platform for exceptional service. The Soul of Sorbet is a guide for leaders and stakeholders in any business and industry who aim to build a lasting brand that is founded on a people-focused culture.