What can you learn from Dick and Mac MacDonalds?

February 16, 1909 in the State of New Hampshire in the northeast United States was born, Richard McDonald, who along with his brother Maurice was destined to be those who, without exaggeration, the whole world knows. In the U.S. there is a concept: "a man who made himself". It fully applies to Richard and Maurice, which, incidentally, during his lifetime often called Dick and Mac. The fate of these two guys of Irish descent, like a drop of water reflects the formula for success. Let her bring to their example. So, many believe that the brothers "to exchange" "cold" New Hampshire on the sunny California at the beginning of the Great Depression, around 1929. But there is evidence to argue that the family MacDonalds moved here much earlier - in 1920. This explains the desire Dick and Mac get closer to Hollywood. To begin with the usual ancillary workers. So while they were busy with the scenery set in the studio. The "shake his mustache on" all: that more people like what they prefer "disengaging" how to make the man, once tasted something unusual, "заглотил hook" as far as possible. Factory of dreams helped them get to know the nature of man, his psychology. Hence we can conclude: where would you fate is not abandoned, try to extract the maximum from the situation. Even though, at first glance, you and think that it is really like in life is no longer useful. Ambitious Irish guys very soon realized that the "decorator" can get stuck for life, so they decided to change profession. Become, for example, traders. The first shop to sell their juice called in surprise. Unlike conventional square booths, it has been executed in the form of orange and painted in bright orange color. That's where Hollywood has affected the school. Children with pleasure dragged parents to taste the juice from the giant orange. Trade flourished! But the Great Depression was grabbed by the throat, above all, the middle class. People was not up to orange juice. The next step was opening a restaurant for a quick snack, which would have served the drivers of heavy vehicles. For a while he prospered, because the brothers are not much "bother" about the diversity of the menu for their main criterion was the speed of service! Summer and autumn have held out successfully. And in winter, when weather conditions delayed the drivers in the points of service, Richard came up to deploy in the camp restaurant, movie theater, so that drivers could while away an hour or two while waiting for the storm did not calm down. It was a wise move - the drivers, unlike other could not afford a glass or two of whiskey. First, the wheel, and secondly, expensive. And watch the Hollywood beauties - is another matter! But this is, after all, pall. And competitors are not lost: some even began to offer drivers striptease is not "a plywood", and live. In 1940, the brothers again offered a "breakthrough" - set the machine for automatic distribution of ketchup! It turned out something like a competition - it's interesting, but someone more on the hot dog "spit" a soulless machine. Customers have even tried to establish the dependence of the number of servings and the forces pressing the lever. Before the tournament is not reached, but the champions were a success. And in my head again swarmed Dick visionary ideas: on the one hand, to cut costs, but on the other - to improve customer service, so that they again and again flocked to MacDonald, like flies to honey? The solution was found paradoxical - to renounce the use of porcelain tableware. First, keep a large staff of dishwashers, expensive, and secondly, not all of them differ neatness, and who loves washed dishes with fatty divorce? Finally, the plates are often beaten, which could not affect the cost. So the restaurant appeared disposable tableware. After the porcelain plates in the trash can fly with knives and forks: Who will wash them? And the menu is left only what can be "refueled" by using only their own hands and mouth. Well, on advertising - the engine of progress, Dick tried not to forget. With no design education, he figured out how to make the restaurant could be seen from afar. To this end he established on the roof of the two golden arches, which highlights the neon. But I speak only of good opportunities. Given that much has been rejected by life, just appeared, one can assume that the brothers for many years been in search of creative, constantly trying to think of something. In another "beacon" of success - never be afraid to experiment. Even if you "settle down" one root out of twenty, you still find yourself the winner. And finally, I will proceed to the most important pages of history brothers. Why did it happen that they have ceded the right to use their own business to a certain Ray Kroc? Which, if you use our Russian terminology, skinned Dick and Mac, as sticky. This happened back in 1955, when the frustrated salesman Kroc, knowing that some restaurateurs from San Bernardino have decided to buy his entire 8 mixers. Ray pay tribute, he was not too lazy to come to town. And what he saw led him to a complete delight. - And what if the set of the MacDonalds across the coast? - He suggested Dick. - And who does it take? - Astonished Dick. - Better to be the first guy in the village than the last one in town! - Why not entrust this matter to me? - Go ahead ... Kroc was even smarter - he relegated the construction of others. But for every new outdoor restaurant, he received 950 dollars and another 1,9% of gross income into the bargain. The brothers sold him the idea and name for 2,7 million dollars - a considerable sum in those days. Plus they got double 0,9% of the income restaurants. Bad bargain, you say? How to say! Remember the words of Marx that the capitalist hang himself and for half a percent. It is here, in Russia, for such interest will not even "stain". But who would blame the same Dick in the absence of wisdom? He tore the heart, and enjoy life. Died in the already distant 1998, before reaching a little over six months before his 90 th anniversary. Remember: "From a purely scientific point of view in the profession a thief, as in the profession of the saint, the most important thing - time to slip away." Or stay. What, in general, the same thing. Dick was able to stop! And this is perhaps the most important lesson.