Ray Kroc sold malted milk machines in Southern California. Two brothers owned a drive-in restaurant, and they were his best customers. Kroc believed that the brothers’ business model was a good one. Their place was well-lit and clean, had a wholesome family atmosphere, offered uniform quality at a fair price, and sustained a volume that outstripped all of Kroc’s other customers.
Kroc was able to have the brothers sell their drive-in restaurant to him, but he retained the company’s name: McDonald’s.
The new owner found a Calvin Coolidge quote that expressed his business philosophy and posted it on the wall of every McDonald’s. It read:
“Press on. Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent.”
Persistence is the foundation of self-discipline—as the 30th President of the United States was wise enough to articulate.