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The third big war will begin when the big city is burning.

Ray Kroc

After there is great trouble among mankind, a greater one is prepared. The great mover of the universe will renew time, rain, blood, thirst, famine, steel weapons and disease. In the heavens, a fire seen.
RAY KROC

Fire Greatness Heaven Kind Man Rain See Time Trouble Weapon
The quality of a leader is reflected in the standards they set for themselves.
RAY KROC

Leadership Quality Reflection Standard
All money means to me is a pride in accomplishment.
RAY KROC

Accomplishment Money Myself Pride
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
There’s a lot more future in hamburgers than in baseball.
RAY KROC

Business Food Future Sports
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
The more I help others to succeed, the more I succeed.
RAY KROC

Generosity Help Kindness Myself Success
In business for yourself, but not by yourself.
RAY KROC

Business Team Work Yourself
The third big war will begin when the big city is burning.
RAY KROC

Beginning Big Burn City War
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
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
McDonald’s is a people business, and that smile on that counter girl’s face when she takes your order is a vital part of our image.
RAY KROC

Business Face Girl Image People Smile
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
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
It requires a certain kind of mind to see beauty in a hamburger bun.
RAY KROC

Beautiful Food Kind Mindset
Our aim was to insure repeat business based on the system’s reputation rather than on the quality of a single store or operator.
RAY KROC

Business Ourselves Quality Repeat Reputation Store

The third big war will begin when the big city is burning.

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The third big war will begin when the big city is burning.

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