上一文我介绍了麦当劳创始人Ray Kroc第一次去到麦当劳店铺展现出的强大的观察力 。此文我将分享一些Kroc有意思的言论。内容编译（很多情况下结合上下文表达意译）自Ray Kroc写于1977年的这本Grinding It Out. 作者的自传，大部分篇幅是关于他最重要的事业——麦当劳。
As long as you’re green you’re growing, as soon as you’re ripe you start to rot.
当你还未成熟的时候，你就在成长。只要你成熟了，你就开始腐烂。像一只青苹果。Kroc整本书中，包括他的整个人生都在践行这句话。他认为自己永远是在成长的。许多人到了50岁开始考虑退休的事情了，而Kroc在52岁的时候结束了他几十年的销售生涯，进入了完全没有经历过的餐饮业，开启了麦当劳的征程。到了70多岁，麦当劳也已成功上市，全球开始扩展，该功成身退了，他还在工作，研究新的食品生产线，考察新的店铺选址。
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.
太多的销售人员，只知道滔滔不绝的演说想要说服客户，可是却没有意识到该停下来的那种关键时刻。
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户认同，你才能更好的销售纸杯（彼时Kroc在从事纸杯销售业务）。
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.
当一团乱麻的时候，我最多一次只去思索一件事情。并且什么也不能阻止我好好的睡觉。
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.
人们只看到了我52岁才开始经营麦当劳，然后突然一夜之间功成名就。却没有看到我前三十年作为销售人员的默默积累。
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.
我从来不是什么“大设计”式的思考方式，我喜欢从细节处着手。
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.
我对商业间谍不屑一顾，他们可以照猫画虎，却无法读取我的思想。
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.
我们不断强化我们的QSCV, 竞争算不了什么。
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.
遇到竞争就去找政府帮忙解决是可耻的。如果不能提供更好的QSCV去赢得竞争，我们还不如直接死掉算了。
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.
对待合作伙伴送礼的态度：不要请我吃吃喝喝给我礼物，我需要的只是好的产品。
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.
商业不是画画，不是说你画完挂墙上就完了，所以我一直工作到最后。
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.
我们有先进的计算机店铺选址系统，可是这是人的生意，我还是喜欢自己开车到实地去观察，去和周围的居民互动。
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.
幸福不是一个有形的东西，他是成就的副产品。成就的取得需要我们去抵御风险，抵御失败的可能性。没有风险也就不可能取得大的成就。你去走“放在平地上的钢丝”是没有意义的。
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