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Look after the customer and the business will take care of itself.

Ray Kroc

I like to get people fired up, fill them with zeal for McDonald’s, and watch the results in their work.
RAY KROC

Myself People Result Work Zeal
The quality of a leader is reflected in the standards they set for themselves.
RAY KROC

Leadership Quality Reflection Standard
We provide food that customers love, day after day after day. People just want more of it.
RAY KROC

Customer Day Food Love People Success Thrive
In my experience, good executives don’t make mistakes.
RAY KROC

Executive Experience Mistake Myself
You must perfect every fundamental of your business if you expect it to perform well.
RAY KROC

Business Expectation Fundamental Perfection Performance Yourself
If my competitor were drowning I’d stick a hose in his mouth and turn on the water.
RAY KROC

Competition Drown Myself Water
I suffer with you. I’ve never seen such stupid ballplaying in all my life!
RAY KROC

Life Myself Stupidity Suffering
No self-respecting pitcher throws the same way to every batter and no self-respecting salesman makes the same pitch to every client.
RAY KROC

Man Respect Sales Talk Way
You’re only as good as the people you hire.
RAY KROC

Business Goodness Yourself
Happiness is not a tangible thing, it’s a byproduct – a byproduct of achievement.
RAY KROC

Achievement Happiness Joy Result
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
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 don’t believe in saturation. We’re thinking and talking worldwide.
RAY KROC

Believe International Talk Thinking World
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
When you’re green, your growing. When you’re ripe, you rot.
RAY KROC

Deep Growth Yourself
The organization cannot trust the individual; the individual must trust the organization.
RAY KROC

Organization Person Trust
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
There’s a lot more future in hamburgers than in baseball.
RAY KROC

Business Food Future Sports
While formal schooling is an important advantage, it is not a guarantee of success nor is its absence a fatal handicap.
RAY KROC

Absence Advantage Important Success
That’s the name of the game. Pleasing the customer. If we ever lose sight of that fact, we’ve lost the ball game.
RAY KROC

Business Customer Game Lose Name See
Luck is a dividend of sweat. The more you sweat, the luckier you get.
RAY KROC

Effort Hard Work Inspirational Luck Yourself
Understanding created by the intellect cannot be acquired by means of the occult, only by the aid of the zodiac, bringing forth that small flame by whose light part of the future may be discerned.
RAY KROC

Creation Flame Future Intellectual Understand
The first dollar is the most you will get if you don’t love what you are doing.
RAY KROC

Job Love Money Yourself
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
Take calculated risks. Act boldly and thoughtfully. Be an agile company.
RAY KROC

Act Bold Calculation Company Inspirational Risk Thinking
It is no achievement to walk a tightrope laid flat on the floor.
RAY KROC

Achievement Floor Walk
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

Look after the customer and the business will take care of itself.

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Look after the customer and the business will take care of itself.

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