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Ric Franzi helps Orange County business owners to work on their businesses, not just in their businesses

I help Orange County business owners
to work on their businesses,
not just in their businesses

Ric is a trusted partner to Orange County entrepreneurs and business owners.

About Ric Franzi

Since 2007, Ric has been a trusted partner to Orange County entrepreneurs and business owners, creating a space where success doesn’t come at the cost of exhaustion. His work is built on a simple but powerful belief: business should fuel your life, not consume it. Through meaningful peer connections and expert guidance, Ric helps business leaders regain control, find clarity, and build thriving companies—without sacrificing their well-being.

Testimonials

Ric also hosts Orange County’s longest-running business talk show, the Critical Mass Business

Critical Mass: The 10 Explosive Powers of CEO Peer Groups Book

The 10 Explosive Powers of CEO Peer Groups

The Power of CEO Guiding Principles 3rd Edition Book

The Power of CEO Guiding Principles 3rd Edition

Killing Cats Leads to Rats Book

Killing Cats Leads to Rats

Speaking

Ric believes that "laughing leads to learning" and delivers fun and engaging performances designed to share the actionable principles contained within his SECURE Model for avoiding, reducing, or minimizing the negative effects of unintended consequences.

Testimonial

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"Ric was a keynote speaker at our industry's CEO Retreat. He also facilitated a peer-learning workshop for this group of 200+ CEOs. He created a safe environment in which participants could share their experiences and learn from one another. Richard's keynote was his “Killing Cats Leads to Rats” presentation, based on his 3rd book. He was well-received, and the participants appreciated his humor and approach to facilitating peer learning."

Chief Learning Officer | Community Associations Institute

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“As an author, speaker, and emcee, Ric is rich with financial knowledge and experience. Ric’s charismatic personality can energize any audience into action. As an emcee for Junior Achievement of Orange County for the past four years, Ric has enriched our events and increased awareness for Junior Achievement. As an optimistic business leader, Ric can infuse positivity, fun, and intriguing thoughts to stimulate conversation and thought-provoking ideas.”

Regional Executive Director | Junior Achievement Orange County

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"I have had the pleasure of seeing Ric speak on numerous occasions in both the United States and Canada, and I would not hesitate to attest to his ability to deliver both great keynote and workshop presentations. He has an innate ability to command the room and capture an audience's attention from the very beginning. His presence, energy, and passion instantly engage his audience, whether it's a group of fifty or several hundred. Richard's latest book, "Killing Cat's Leads to Rats" had such a relevant message for our top executives and business owners running mid-market firms in the Southwestern Ontario (Canada) area, that I hired Ric to deliver the keynote at our recent conference; Ric's talk was the most highly rated part of the conference, by far. If you're looking for a speaker with the talent to captivate an audience while delivering relevant, real-world content that teaches valuable lessons about running a business, I highly recommend Ric."

REF Business Partner | Toronto Canada

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"Ric visited our business round table and spoke on the topic of CEO Guiding Principles. Our group, the Think Tank Round Table, is a collection of business owners and C-level executives who naturally tend to be tough judges of character. We were thoroughly impressed with the content and high-value takeaway that Ric provided. I do not doubt that the future decision-making of our company will be directly impacted by the ideas Ric put together and presented. Ric gets our solid recommendation."

President/CEO | VCA Consultants

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"Ric Franzi was the keynote speaker at our August Budget Planning Retreat, attended by leadership from our three major facilities. His enthusiasm and knowledge resonated with our team and were a great close to our weekend meeting. The topic that resonated with our associates was the discussion of being mindful in the workplace, which will greatly enhance our communications and operations. This is the second time that Ric has presented Kush Bottles and has always exceeded our expectations. He was such a good sport and kept up the motivation, especially given the event was on a Sunday and the air conditioner was malfunctioning on a hot Orange County summer day. Thank you, Ric!"

CEO | Sonanace

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“I have been interviewed by a significant number of hosts on radio and television about my new book “Always Forward”. Richard Franzi was by far one of, if not the best host. He asked me insightful questions, which led to a great conversation about discovering the 7 secrets to sales success. Ric did his homework and was thoroughly prepared to delve into the substance of my book, to help his audience of CEOs and business owners. When you couple his preparation with his natural curiosity and relaxed interviewing style, you have one of the most interesting interviews I have done.”

Author of WSJ Best Seller | The Wooditch Group

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"I was honored to meet Ric in 2009 and be interviewed on his radio show, "Critical Mass for Business." Ric has become an integral part of our business operations at 118 degrees, providing consultation and continuing to be a motivating and inspiring factor towards a high level of professionalism and integrity in the business. I am proud to be a part of his REF-OC Peer Groups. Thank you, Ric, for all that you do!"

CEO and Author | 118 Degrees

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"Ric Franzi is a great host of business shows! His extensive experience coaching business leaders was evident in the questions he asked during our interview about my book, Never Go With Your Gut: How Pioneering Leaders Make the Best Decisions and Avoid Business Disasters. He drew on his own experience in writing his book, Killing Cats Leads to Rats, which shares some significant parallels and offers important insights. An outstanding interviewer!"

CEO | Disaster Avoidance Experts, LLC

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"Able to quickly find and mine the gems from the endless caverns of TMI, Richard Franzi is a pro-level trainer and communicator. Any minutes you spend with Ric will be well rewarded with increased clarity and results. I highly recommend him to you."

Founder & Director | Christian Women's Speakers Directory

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"I had the opportunity to be a guest on Ric's radio show- Critical Mass for Business. What a professional operation! Ric's assistant guided me through the preparation, and Ric was masterful in conducting the interview. We were having such an engaging conversation that I forgot we were on the radio. I spread the word through my social circles and received loads of compliments about the quality and energy of his show."

Business Coach | GrowthSource Coaching

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“Ric has assembled a group of business professionals, each unique from the others, yet sharing similar experiences. It is this relationship that has proved invaluable to me as I manage the next stage of a 40+ year insurance agency. It amazes me how the perspective of a situation from different types of businesses can open eyes to a solution within my company. Without Ric, I would still have far too many unanswered questions. I highly recommend participating in REF-OC.”

Owner | Berg Insurance

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"It has been my great pleasure to work with Richard Franzi and to be part of his REF-OC Trusted Advisors Peer Group. Ric facilitates conversations to guide and support his REF-OC peer group members in growing their businesses. He helps members solve problems so we can thrive and be successful. He is motivational, insightful, and generous. He brings in exceptional speakers and shares key resources to help his members grow their businesses. I highly recommend Ric Franzi and REF-OC. It has been my great pleasure to work with Ric Franzi and to be part of his REF-OC Trusted Advisors Group. Ric facilitates conversations to guide and support his REF-OC peer group members in growing their businesses. He helps members solve problems so we can thrive and be successful. He is motivational, insightful, and generous. He brings in exceptional speakers and shares key resources to help his members grow their businesses. I highly recommend Richard Franzi and REF-OC."

Founder | T&Co

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"I am a member of Ric’s REF-OC peer group community. The value that this peer advisory group and Ric's coaching have provided to my business is beyond what I had imagined when I joined. Ric has been an insightful and excellent business coach. I value his leadership of this group, and I find that when I attend the monthly meeting, I leave with renewed connection to others in the group and more clarity on my business. It's beneficial to set aside one morning a month to think strategically about my business and work on it, rather than in it."

Chief Executive Officer | Humanity HR Consulting

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"Being part of the REF-OC peer group has been an incredibly rewarding experience. Ric brings a thoughtful and seasoned perspective as a business coach, consistently offering guidance that challenges and sharpens my thinking.

Each monthly session leaves me with fresh insights and actionable ideas that I can immediately apply to my business. It’s a rare opportunity to step back, reflect, and engage with a group of like-minded professionals who genuinely understand the ups and downs of leadership.

Dedicating this focused time once a month has made a noticeable impact on how I approach both strategy and decision-making."

President/Chief Marketing Officer | ProActive Professional Management

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REF-OC 5-Step Proven Process

The REF-OC community has been helping our members take their businesses to the next level since 2007. This 5-step proven process represents the best practices defined and refined to ensure you receive the maximum ROI on your membership.

LISTEN TO OUR AI-GENERATED PODCAST ABOUT OUR PROVEN PROCESS

REF-OC Proven Process DiscussionAI-Notebook LLM
00:00 / 06:31

Clients

  • Business executive peer groups are structured forums where business leaders gather regularly to share insights, solve challenges, and support one another. These groups foster professional development, strategic growth, and valuable networking opportunities.

  • Unlike one-on-one coaching, peer groups offer multiple perspectives from seasoned executives who have faced similar challenges. Collective wisdom often provides more diverse and actionable insights, whereas consulting tends to be more prescriptive in nature.

    • Gain fresh perspectives on business challenges from experienced peers

    • Access trusted advice in a confidential environment

    • Expand your network with like-minded professionals

    • Improve decision-making through collective wisdom

    • Enhance leadership skills and personal development

  • REF-OC is the Orange County chapter of the global REF organization. Ric Franzi is the Founder and has been partnered with the global REF organization since October 2007.

  • With over 30 years of experience in the CEO Peer Group industry, REF is a global organization of peer advisory boards for business leaders. Founded in La Jolla, CA., to build a better value proposition, REF created a unique half-day meeting model designed to provide our members with the most impact in less time. REF believes time is the most important asset a business owner has, and as such, their meetings are designed to keep the meeting time limited to a morning meeting. Learn more at www.REF.Global

Frequently Asked Questions

Elevate your leadership with Ric Franzi

Elevate Your Leadership

Since 2007, Ric has been a trusted guide for Orange County entrepreneurs and business owners, creating a space where leadership and growth go hand in hand. He knows that running a business shouldn’t mean being consumed by it. That’s why he built peer advisory groups designed to help leaders focus on their companies, without losing sight of their personal and professional growth.

As a seasoned Orange County business coach, Ric has developed a proven process that empowers entrepreneurs to work on their businesses, not in them. His approach fosters clarity, confidence, and the kind of strategic insight that drives lasting success. If you're ready to elevate your leadership and take control of your business, Ric’s peer advisory groups are the powerful step forward you’ve been looking for.

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