CHAPTER 24
Recognize the Future That Has Already Happened
LEARNING FROM
Ray Kroc
Ray Kroc (1902–1984) can rightfully be said to have changed the eating habits of our entire planet. For many years he successfully earned a living selling paper cups before moving on to peddle milkshake machines. At over 50 years of age he then decided on a bold career change. A sales trip in 1954 took him to a hamburger joint in San Bernadino, California, run by the McDonald brothers. Ray Kroc was surprised by the number of mixers Richard and Maurice McDonald had ordered for their restaurant. But he was even more surprised when he saw his machines set up in eight ...
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