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We take the hamburger business more seriously than anyone else.

Ray Kroc

I was never much of a reader when I was a boy. Books bored me. I liked action. But I spent a lot of time thinking about things. I’d imagine all kinds of situations and how I would handle them.
RAY KROC

Book Boredom Boy Imagination Kind Myself Reading Thinking Time
Customers tend to avoid a restaurant that’s going aswamp in its own sludge.
RAY KROC

Avoid Customer Restaurant
When times are bad is when you want to build! Why wait for things to pick up so everything will cost more?
RAY KROC

Bad Build Cost Time Wait
If you do it first class and you don’t compromise values, and you don’t compromise quality, and you don’t compromise service, and you don’t compromise cleanliness, then everybody else who is the competitor has got to play catch-up.
RAY KROC

Class Competition Compromise Quality Service Value Yourself
To be successful, you must be daring, be first and be different.
RAY KROC

Dare Different Success Yourself
I wasn’t prepared for this big room with clattering typewriters and teletype printers. You could hardly hear yourself think.
RAY KROC

Big Preparation Room Thinking Writing Yourself
All money means to me is a pride in accomplishment.
RAY KROC

Accomplishment Money Myself Pride
Take calculated risks. Act boldly and thoughtfully. Be an agile company.
RAY KROC

Act Bold Calculation Company Inspirational Risk Thinking
The first dollar is the most you will get if you don’t love what you are doing.
RAY KROC

Job Love Money Yourself
If you’re not a risk taker, you should get the hell out of business.
RAY KROC

Business Inspirational Leaving Risk Yourself
In the City of God there will be a great thunder, Two brothers torn apart by Chaos, while the fortress endures, the great leader will succumb, The third big war will begin when the big city is burning.
RAY KROC

Beginning Brother City Endurance God Greatness
I never considered my dreams wasted energy; they were invariably linked to some form of action. When I dreamed about having a lemonade stand, for example, it wasn’t long before I set up a lemonade stand.
RAY KROC

Action Connection Dreams Energy Myself Wasted Time
The third big war will begin when the big city is burning.
RAY KROC

Beginning Big Burn City War
There is absolutely nothing special about walking on a rope stretched along the ground. Where there is no risk, there can be no pride in a deed accomplished, and therefore no happiness.
RAY KROC

Accomplishment Happiness Pride Risk Walk
Creativity is a highfalutin’ word for the work I have to do between now and Tuesday.
RAY KROC

Creativity Job Myself Word Work
Perfection is very difficult to achieve, and perfection was what I wanted in McDonald’s. Everything else was secondary for me.
RAY KROC

Difficult Myself Perfection

We take the hamburger business more seriously than anyone else.

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We take the hamburger business more seriously than anyone else.

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