Another Type of Cash Today's Great Quote in Franchising comes from franchise veteran Joe Mathews. Joe is the author of the popular "Street Smart Franchising." Joe suggests it's often been said that cash is king. However, money alone doesn't move mountains; people do…people with another kind of KASH: Knowledge, Attitude, Skills, and Habits. Franchisees must generate KASH before they generate cash. KASH always comes first.