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

Ray Kroc

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
Nothing in the world can one imagine beforehand,not the least thing,everything is made up of so many unique particulars that cannot be forseen.
RAY KROC

Imagination See Unique World
I don’t believe in saturation. We’re thinking and talking worldwide.
RAY KROC

Believe International Talk Thinking World
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
We take the hamburger business more seriously than anyone else.
RAY KROC

Business Priority Serious
Luck is a dividend of sweat. The more you sweat, the luckier you get.
RAY KROC

Effort Hard Work Inspirational Luck Yourself
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
In my experience, good executives don’t make mistakes.
RAY KROC

Executive Experience Mistake Myself
The first dollar is the most you will get if you don’t love what you are doing.
RAY KROC

Job Love Money Yourself
There are things money can’t buy and hard work can’t win. One of them is happiness.
RAY KROC

Happiness Hard Work Money Myself Oneself Price Win
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
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
I guess to be an entrepreneur you have to have a large ego, enormous pride and an ability to inspire others to follow your lead.
RAY KROC

Ability Ego Entrepreneur Inspirational Leadership Pride Yourself
Take calculated risks. Act boldly and thoughtfully. Be an agile company.
RAY KROC

Act Bold Calculation Company Inspirational Risk Thinking
Happiness is not a tangible thing, it’s a byproduct – a byproduct of achievement.
RAY KROC

Achievement Happiness Joy Result
We have an obligation to give something back to the community that gives so much to us.
RAY KROC

Community Fulfill Generosity Obligation
Look after the customer and the business will take care of itself.
RAY KROC

Business Customer Priority Success
If you work just for money, you’ll never make it, but if you love what you’re doing and you always put the customer first, success will be yours.
RAY KROC

Customer Job Love Money Success Work 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
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 quality of a leader is reflected in the standards they set for themselves.
RAY KROC

Leadership Quality Reflection Standard
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
I saw opportunity appear in an ugly six-spindle shake machine … and grabbed it.
RAY KROC

Appearance Machine Myself Opportunity
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
If I had a brick for every time I’ve repeated the phrase Quality, Service, Cleanliness and Value, I think I’d probably be able to bridge the Atlantic Ocean with them.
RAY KROC

Cleaning Myself Ocean Quality Repeat Service Thinking Time Value Word
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
If my competitor were drowning I’d stick a hose in his mouth and turn on the water.
RAY KROC

Competition Drown Myself Water

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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