The Age Curve: How to Profit from the Coming Demographic Storm

Does Anyone Speak English?

I remember going into a McDonald’s restaurant about ten years ago and ordering a double cheeseburger. I really don’t like McDonald’s food, but it was convenient and I was hungry and, to its credit, the food is consistent. It’s about a three or four on a scale of ten, whether you buy it in Paris or San Diego. I don’t like any extras on my double cheeseburgers, so this requires a little diligence when ordering: “I would like a double cheeseburger plain and a small Diet Coke, please.”

Experience had taught me that this simple wording would get me what I wanted about nine out of ten times. In this particular case, I got a blank stare. “I just want a plain double cheeseburger without ketchup, onions, pickles, or mustard.” ...