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You’ll learn more about a road by traveling it than by consulting all the maps in the world.

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
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 key to success is being in the right place at the right time, recognizing that you are there, and taking action!
RAY KROC

Action Key Place Recognition Right Success
We take the hamburger business more seriously than anyone else.
RAY KROC

Business Priority Serious
There’s almost nothing you can’t accomplish if you set your mind to it.
RAY KROC

Accomplishment Dedication Determination Inspirational Mindset Yourself
In business for yourself, but not by yourself.
RAY KROC

Business Team Work Yourself
Customers tend to avoid a restaurant that’s going aswamp in its own sludge.
RAY KROC

Avoid Customer Restaurant
When you’re green, your growing. When you’re ripe, you rot.
RAY KROC

Deep Growth Yourself
You’re only as good as the people you hire.
RAY KROC

Business Goodness Yourself
I saw opportunity appear in an ugly six-spindle shake machine … and grabbed it.
RAY KROC

Appearance Machine Myself Opportunity
It’s easy to have principles when you’re rich. The important thing is to have principles when you’re poor.
RAY KROC

Easy Important Poor Principle Rich
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
The definition of salesmanship is the gentle art of letting the customer have it your way.
RAY KROC

Art Customer Let Go Meaning
To an old leader will be born an idiot heir, weak both in knowledge and in war.
RAY KROC

Idiot Knowledge Leadership Old War Weakness
The two most important requirements for major success are: first, being in the right place at the right time, and second, doing something about it.
RAY KROC

Important Place Right Success Time
The first dollar is the most you will get if you don’t love what you are doing.
RAY KROC

Job Love Money Yourself

You’ll learn more about a road by traveling it than by consulting all the maps in the world.

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You’ll learn more about a road by traveling it than by consulting all the maps in the world.

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