上一文我介紹了麥當勞創始人Ray Kroc第一次去到麥當勞店鋪展現出的強大的觀察力 。此文我將分享一些Kroc有意思的言論。內容編譯（很多情況下結合上下文表達意譯）自Ray Kroc寫於1977年的這本Grinding It Out. 作者的自傳，大部分篇幅是關於他最重要的事業——麥當勞。
As long as you’re green you’re growing, as soon as you’re ripe you start to rot.
當你還未成熟的時候，你就在成長。只要你成熟了，你就開始腐爛。像一隻青蘋果。Kroc整本書中，包括他的整個人生都在踐行這句話。他認為自己永遠是在成長的。許多人到了50歲開始考慮退休的事情了，而Kroc在52歲的時候結束了他幾十年的銷售生涯，進入了完全沒有經歷過的餐飲業，開啟了麥當勞的征程。到了70多歲，麥當勞也已成功上市，全球開始擴展，該功成身退了，他還在工作，研究新的食品生產線，考察新的店鋪選址。
Too many salesmen, I found, would make a good presentation and convince the client, but they couldn’t recognize that critical moment when they should have stopped talking.
太多的銷售人員，只知道滔滔不絕的演說想要說服客戶，可是卻沒有意識到該停下來的那種關鍵時刻。
The first thing you have to sell is yourself. When you do that, it will be easy to sell paper cups.
首先你自己需要取得客戶認同，你才能更好的銷售紙杯（彼時Kroc在從事紙杯銷售業務）。
I refused to worry about more than one thing at a time, and I would not let useless fretting about a problem, no matter how important, keep me from sleeping. This is easier said than done.
當一團亂麻的時候，我最多一次只去思索一件事情。並且什麼也不能阻止我好好的睡覺。
People have marveled at the fact that I didn’t start McDonald’s until I was fifty-two years old, and then I became a success overnight. But I was just like a lot of show business personalities who work away quietly at their craft for years, and then, suddenly, they get the right break and make it big. I was an overnight success all right, but thirty years is a long, long night.
人們只看到了我52歲才開始經營麥當勞，然後突然一夜之間功成名就。卻沒有看到我前三十年作為銷售人員的默默積累。
I don’t think in that “grand design” pattern. I work from the part to the whole, and I don’t move on to the large scale ideas until I have perfected the small details. To me this is a much more flexible approach.
我從來不是什麼“大設計”式的思考方式，我喜歡從細節處著手。
My attitude was that competition can try to steal my plans and copy my style. But they can’t read my mind; so I’ll leave them a mile and a half behind.
我對商業間諜不屑一顧，他們可以照貓畫虎，卻無法讀取我的思想。
My way of fighting the competition is the positive approach. Stress your own strengths, emphasize quality, service, cleanliness, and value, and the competition will wear itself out trying to keep up.
我們不斷強化我們的QSCV, 競爭算不了什麼。
The thing that has made this country great is our free enterprise system. If we have to resort to this—bringing in the government—to beat our competition, then we deserve to go broke. If we can’t do it by offering a better fifteen-cent hamburger, by being better merchandisers, by providing faster service and a cleaner place, then I would rather be broke tomorrow and out of this business and start all over again in something else.
遇到競爭就去找政府幫忙解決是可恥的。如果不能提供更好的QSCV去贏得競爭，我們還不如直接死掉算了。
let’s get this straight, once and for all. I want nothing from you but a good product. Don’t wine me, don’t dine me, don’t buy me any Christmas presents. If there are any cost breaks, pass them on to the operators of McDonald’s stores.
對待合作伙伴送禮的態度：不要請我吃吃喝喝給我禮物，我需要的只是好的產品。
But business is not like painting a picture. You can’t put a final brush stroke on it and then hang it on the wall and admire it.
商業不是畫畫，不是說你畫完掛牆上就完了，所以我一直工作到最後。
After we find a promising location, I drive around it in a car, go into the corner saloon and into the neighborhood supermarket. I mingle with the people and observe their comings and goings. That tells me what I need to know about how a McDonald’s store would do there.
我們有先進的計算機店鋪選址系統，可是這是人的生意，我還是喜歡自己開車到實地去觀察，去和周圍的居民互動。
Happiness is not a tangible thing, it’s a byproduct of achievement.Achievement must be made against the possibility of failure, against the risk of defeat. It is no achievement to walk a tightrope laid flat on the floor. Where there is no risk, there can be no pride in achievement and, consequently, no happiness. The only way we can advance is by going forward, individually and collectively, in the spirit of the pioneer.
幸福不是一個有形的東西，他是成就的副產品。成就的取得需要我們去抵禦風險，抵禦失敗的可能性。沒有風險也就不可能取得大的成就。你去走“放在平地上的鋼絲”是沒有意義的。
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