Recommendations - SoftBank Chairman Masayoshi Son and Uniqlo Chairman Tadashi Yanai
Testimonial - The Success Formula Uniqlo Learned from McDonald's
Appendix - Special Interview with Masayoshi Son and Tadashi Yanai
Introduction: You, too, can launch your business like a rocket.

Chapter 1: At Any Moment in Life, We Can Grow
Chapter 2: I Wanted to Make Money by Selling Things
Chapter 3: Breaking Through the Crucial Channel
Chapter 4: There is no success without risk.
Chapter 5: Perfection is a given in business.
Chapter 6: Delegating Work Means Delegating Authority
Chapter 7: Business Progresses from Part to Whole
Chapter 8: Only Rockets That Can Withstand Propulsion Can Fly
Chapter 9: Sometimes, Taking a Step Requires a High Price
Chapter 10: Easy Ways Don't Last
Chapter 11 Authority Should Be at the Lowest Level
Chapter 12: When a Recession Is the Right Time to Work
Chapter 13: Business is not something you can hang on the wall and admire like a painting.
Chapter 14: How You Spend Your Money Is Just as Important as Earning It
Chapter 15: The Only Path to Economic Freedom

Concluding remarks

There are many great entrepreneurs, but not many who have changed the way people live.
Esquire magazine selected Ray Kroc as one of the "greatest contributors to the American way of life in the 20th century," explaining:


“Columbus discovered America, Jefferson founded the United States, and Ray Kroc captured the American palate with the Big Mac.”

The person who popularized the hamburger, which was once a common menu item in American restaurants, to the point where it can be found in North Korea is Ray Kroc, the founder of McDonald's.
Just as Steve Jobs didn't invent the smartphone, but opened the era of smartphones, Ray Kroc didn't invent the hamburger, but he captured the world's taste buds with it.

But his more significant achievement was that he created the franchise system and created a new industry.
And it gave tens of thousands of store owners the freedom to run their own businesses as independent entrepreneurs.
What made them millionaires was the gift that came with freedom.

McDonald's has grown into a global company that currently employs 18 million people in 35,000 restaurants across 120 countries and serves 69 million customers every day.
The expression "McDonald's Empire" is not an exaggeration, as the "Big Mac Index" is used as a key indicator for measuring prices in each country.


At an age when others are thinking about retirement, he is pioneering an adventurous business.
Ray Kroc, who ran a milkshake mixer company, was 52 years old when he set foot in a 18-square-foot restaurant in a rural California town.
As he put it, he was a 'veteran with many scars from the battlefield of business' and suffered from diabetes and arthritis.
But the moment I see the McDonald brothers' restaurant, I picture McDonald's branches popping up all over America.
It was an age when others would be thinking about retirement.
But Ray Kroc decides to launch the McDonald's, risking failure, just as he launches a rocket into the sky with the risk of explosion.


When graduate students at Dartmouth College asked Kroc how to start a venture business, he replied:

“Nothing comes for free.
You have to take risks.
I'm not saying you should rush into something reckless.
That's crazy.
But you have to take risks.
Sometimes you have to risk everything you have.
When you are sure about something, you have to give it your all, body and mind.
Taking risks, reasonable risks, is part of the challenge.
“It’s a fun thing.” - From the text

The success of the franchise owner is my success.
He maintained the perspective that 'the success of the franchise owner directly leads to my success.'
McDonald's core value of growing together with franchisees by guiding them to succeed as independent business owners has served as a powerful driving force behind the company's growth.
While many latecomers have encountered operational and financial problems due to their greed for the role of suppliers, this company has never had such problems, and has been able to avoid difficulties faced by other franchise companies due to monopoly regulations and continue to thrive.

“You cannot make a profit by taking someone as your partner and at the same time selling something to him.
Once you become a supplier, you become more concerned with what you have to sell him than how his business is doing.
You may be tempted to offer slightly lower quality products to increase your profits.
If this happens, the franchisee will suffer losses, and in the end, the losses will come back to me.” _ From the text

The only power that matters is perseverance and determination.
Ray Kroc, in his secret to success, says that no pioneering spirit or great challenge can be effective without the power of perseverance.

“Talent alone won’t do.
There are many people in the world who are talented but have not achieved success.
Even education won't do it.
The world is full of highly educated losers.
Genius is useless.
There are many geniuses who don't live up to their reputation.
“Only perseverance and determination have the power to be omnipotent.” _ From the text

Ray Kroc's entrepreneurial spirit has served as a role model for many colleagues and junior executives, including SoftBank Chairman Masayoshi Son.
Tadashi Yanai said that he felt that the essence of business was contained in the words of Kroc, “Be darling, Be first, Be different,” so he wrote those words down in a notebook and engraved them in his mind over and over again.

Ray Kroc's example is called the symbol of the American venture spirit.
He embarked on a life-changing adventure at the age of 50, had the greatest dreams a businessman could have, and achieved everything a business could achieve.
This book will be invaluable to anyone who wants to learn the fundamentals and core of business and to anyone who dreams of starting their own business.