21A- Reading Reflection 2

Ray Kroc's Grinding It Out: The Making of McDonald's

1) What was the general theme or argument of the book?

• Kroc's main message in "Grinding it Out" emphasizes tenacity and problem solving. The book highlights several of his prior business ventures before McDonalds-- most notability his paper cup business. His sales skills, coupled with his tenacious attitude and desire for solving problems allowed him to be successful in that venture, as well as with McDonalds.

2) How did the book, in your opinion, connect with and enhance what you are learning in ENT 3003?

• Knowing your audience:
• When Kroc found the Multimixer, he immediately knew there was an opportunity because of his related work with paper cups. By using his networking skills, he saw potential in selling the mixers to Mcdonalds-- and applied his knowledge of selling paper cups in his pitch to the two brothers. His experience in selling to restaurants allowed him to develop a dialogue for successfully selling to business entrepreneurs, and know his audience-- a skill heavily emphasized in this course.

3) If you had to design an exercise for this class, based on the book you read, what would that exercise involve?

• Piggy-backing off my response to the previous question, I would create an exersize that asks students to envision selling to a client by applying their past experience to the pitch. Kroc was successful in applying his knowledge about the food industry with his past work to make his sale, though he had worked in several different fields. 
• For example, how does your past experience as a summer camp soccer coach allow you to market your new sports drink? The experiences aren't directly related, but there is definitely similarities from the two experiences. 

4) What was your biggest surprise or 'aha' moment when reading the book? In other words, what did you learn that differed most from your expectations?

• I was most shocked by all the failures Kroc had prior to McDonalds. After selling paper cups, he worked as a piano player for an illegal bar and sold real estate. I suppose these failures just go to prove that your first ideas aren't always your best ideas, and learning from your mistakes helps to shape your future.