** Appeared on [The Boss's Ears Are Donkey Ears], [You Quiz], and [Shark Tank], a hot topic!
** 35 million cups of rice sold globally! The power of execution from CEO Song Jeong-hoon of Utah Cup Rice.
** Highly recommended by Professor Hong Seong-tae, PD Koo Beom-jun (Sebashi), Yoon Hee-chul (Heechulism), and CEO Lim Mi-jin (Long Black)!

Break away from the path set by the world,
How to create your own tracks
“There is no change without trial, and no progress without failure.”

"Out of the Track" is a book by Song Jeong-hoon, the CEO of "Utah Cupbap," which started with a single food truck in Utah, USA, and has shown an amazing miracle of growing to 60 stores across the U.S., 200 stores in Indonesia, expanding into Dubai and Canada, and selling a total of 35 million cupbap cups worldwide, and continues to make amazing progress every year.
Utah Cupbap gained attention after appearing on [Shark Tank], a reality audition program for world-famous businessmen, and receiving partner offers from all the judges. In Korea, they also delivered genuine emotions to many people through [You Quiz] and various media outlets.


This book is not simply a success story.
This book is a passionate record of a person who is creating his own track by pioneering the path he wants to take rather than following the path that someone else has made, and contains the intense 10-year process of finding his way through failure and choosing action over doubt.
CEO Song Jeong-hoon never gave up in any situation and steadily moved forward, one step at a time.
The result is Utah Cupbap, and the arduous yet genuine process is fully captured in this book.
The consistency and execution demonstrated by CEO Song Jeong-hoon sends us the message that we must become people of action, not just think.
Because even if it starts with a very small step, it will surely bring about amazing changes as it accumulates.

The moment you decide to start when you are 100% ready, nothing can change that.
Because change and opportunity come the moment you take action and move.
We realize this truth again through the path that CEO Song Jeong-hoon has walked.
As the author says, “Thoughts don’t become your life, but actions that go beyond thoughts become your life.” If you’ve prepared for even the smallest of movements, let’s move forward.
There are not many times in life when you can be perfectly prepared.
For those who are hesitating due to worries and concerns about forging their own path, this book will serve as a practical guide to taking the next step.

I decided to go to the US because I wanted to break out of my narrow frame and go into a wider world, but I don't recommend that everyone go to the US like I did or start a food truck business.
It's become a cliché to say, "I did it, so you can do it too."

But I hope you don't give up and assume that your current situation is all there is.
I definitely want to show that there is a bigger, deeper, and more beautiful world out there.
For me, that was Utah.
I hope that each reader who reads this book will find their own world.
---From the "Prologue"

No matter how hard you try, you can't avoid mistakes.
Of course, the results may not always be good.
No challenge can be undertaken without the understanding and acceptance that the more effort you put in, the more trial and error you will face.
They say there are mountains beyond mountains.
Isn't the problem not the mountain, but our attitude toward it?
Even when things didn't go as planned despite my best efforts, I didn't get upset or sad. Instead, I always thought hard about, "If this is a mountain I have to climb anyway, how can I overcome it? What can I learn from this?"
---From "Every Day is a Series of Failures"

So how can we stop thinking and move toward action? Let's stop worrying and get up right now.
Instead of wasting precious time debating, reconsidering, worrying, and thinking again, just give it a try.
Without action, any great thought or idea will just evaporate.
It's also good to have a perfect plan or set a big goal.
But for that to happen, we need to start with small steps.
---From "Small Actions Rather Than a Perfect Plan"

Looking back now, I realize that I didn't take calculated actions to predict the future, but thanks to the trajectory I steadily took, I am where I am today and have cupbap.
Everyone has their own life trajectory.
It may seem like there's no connection right now, and you may constantly question whether what you're doing is right, but if you trust yourself and your daily judgment, life will never betray you.
---From "People are the Answer"

Most of what Cupbap has accomplished isn't because I have any special talent or am a great businessman.
However, most people just thought it was a story from a faraway land while watching [Shark Tank], and as soon as I thought about applying, I just logged on to the internet and filled out a simple application form.
Anyone can do it.
Once you try it, your fear will decrease and your inner strength will build up.
That's how all of Cupbap's challenges began.
When it ends in thought, it is just a thought.
No matter how grand a dream is, it ends up just being a dream.
Only when this leads to concrete action does it become a goal and reality.
---From "If you desperately want it, the door of opportunity will open"

I believe that the most dangerous thing in establishing principles is the stubbornness of the representative that comes from a lack of self-objectivity.
Especially, if a leader who has to embrace and lead team members within an organization rationalizes himself in the wrong direction, it may seem right at the time, but in the end, it turns out to be a 100% wrong decision.
I have to constantly censor myself and ventilate my surroundings.
The principles we currently adhere to at Cupbap were developed through long discussions with our crew, and we continue to engage in fierce debates to find a better direction.
The result of establishing and adhering to principles that we believe are right is the trust we receive from our employees who have worked with us throughout the process and the love we receive for our brand from countless customers.
---From "The Power of Principles and Routines to Overcome Temptation"

Everyone has a different attitude toward mistakes, failures, and perseverance in the process of accomplishing something.
Some people take mistakes very seriously and get hurt, while others don't take them seriously.
While some people can't stand it and move on, others cling to it tenaciously.
The difference is not the given environment.
I cannot control the external environment that confronts me, but I can change my attitude toward that environment through my will.
It is up to me whether I will remain in perpetual slump or change my feelings and actions toward the passing failures.

---From "The Secret of a Salesman with a 100% Success Rate"