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In the video tutorial, the franchise agreement is emphasized as the most critical document alongside the Franchise Disclosure Document (FDD). It is a binding contract signed by both the franchisor and franchisee, outlining the franchisee's obligations and providing the franchisor with tools to enforce these obligations. The agreement typically details obligations related to support and training, which are at the franchisor's discretion, making it generally favorable to the franchisor. The tutorial also highlights the importance of discussing future growth plans with clients to ensure some flexibility is included in the franchise agreement.