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It is no achievement to walk a tightrope laid flat on the floor.

Ray Kroc

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
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
If you believe in it, and you believe in it hard, it is impossible to fail.
RAY KROC

Believe Failure Hard Impossible Inspirational Motivational Yourself
I saw opportunity appear in an ugly six-spindle shake machine … and grabbed it.
RAY KROC

Appearance Machine Myself Opportunity
I believe in God, family, and McDonald’s. And in the office, that order is reversed.
RAY KROC

Believe Family God Myself Order Reverse
Speaking of competition in the fast-food industry. This is rat eat rat, dog eat dog. I’ll kill ’em, and I’m going to kill ’em before they kill me.
RAY KROC

Animal Competition Dog Fast Food Industry Myself Talk
I don’t believe in saturation. We’re thinking and talking worldwide.
RAY KROC

Believe International Talk Thinking World
You’ll learn more about a road by traveling it than by consulting all the maps in the world.
RAY KROC

Learning Map Road Travel World Yourself
Are you green and growing or ripe and rotting?
RAY KROC

Age Growth Yourself
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
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 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
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
Visions of McDonald’s restaurants dotting crossroads all over the country paraded through my brain. I don’t believe in saturation. We’re thinking and talking worldwide.
RAY KROC

Believe Country Head International Talk Thinking Vision World
The definition of salesmanship is the gentle art of letting the customer have it your way.
RAY KROC

Art Customer Let Go Meaning
The third big war will begin when the big city is burning.
RAY KROC

Beginning Big Burn City War

It is no achievement to walk a tightrope laid flat on the floor.

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It is no achievement to walk a tightrope laid flat on the floor.

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