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In the video tutorial, the speaker emphasizes the importance of the franchise agreement, which is a critical document that complements the Franchise Disclosure Document (FDD). This binding agreement, signed by both the franchisor and franchisee, outlines the obligations of the franchisee and provides the franchisor with tools to enforce these obligations. The agreement typically favors the franchisor and includes details on support and training obligations at the franchisor's discretion. The speaker also suggests discussing future growth plans with clients to allow for flexibility in the franchise agreement, ensuring that provisions align with the franchisee's aspirations.