
208 THE SIX LAWS OF ABSOLUTE HONESTY
FOCUS ON WHAT’S IMPORTANT
We are reminded of a story told by marketing expert Thom Win-
ninger.
5
Early in his career, Thom helped McDonald’s with its mar-
keting efforts. After spending time watching carloads of families
drive up to the window to pick up their orders, he had an epiphany.
The cars were usually full of screaming children in the backseat and
frazzled parents in the front who just wanted to get their kids fed
and go home. It dawned on Thom that McDonald’s was not in the
fast-food business—McDonald’s was in the ‘‘parent hassle-relief busi-
ness’’—the ‘‘Happy Meal’’ business. Playground equipment at the