A Job Description for the Business Owner - стр. 2

Why do some companies grow large, their names and products familiar to everyone, while others just barely survive, lingering for years on the edge of bankruptcy? For example how was Apple able to create a cult, a fashion, an emotional commitment for its premium-priced products (before 1994, when the iPod and iPhone were not on the market) in a highly competitive market offering products at lower prices? How did they do it? And why is McDonald’s so successful? Its restaurants are considered an essential part of any civilized place in the world despite constant criticism by nutrition experts and challenges from competitors. It can be assumed that the reason for success is some amazing product that is available on the market and is so attractive to customers that it guarantees the company a bright future. The product is important, but obviously there is something more to it. There are plenty of successful restaurants with delicious food and good service that are not as renowned as McDonald’s. Likewise, there are many technological devices, but few are as well recognized as those created by Apple.

You might never have heard of the McDonald brothers’ restaurant if one day Ray Kroc, salesman and co-owner of a small company manufacturing mixers for public catering, had not seen a line of customers at the only McDonald’s restaurant and gotten excited about the idea of opening a chain of these restaurants based on the same model. Interestingly, Kroc was not the first to franchise the restaurant’s operations. The McDonald brothers had been selling franchises for a while without much success. That is why they readily agreed to let Kroc take over the franchise sales.

The point here is that behind every truly successful enterprise there is always a determined individual who is loyal to his own ideals and ready to go all the way. And when such a person is also a very skilled manager, his company achieves unbelievable results. While both the competitive business environment and good market conditions are certainly important, neither are able to create a business masterpiece. Behind every masterpiece, there is always an individual at the top who strategizes everything.

The formation of groups is one of the oldest human endeavors. The history of mankind includes a number of civilizations, but no single civilization could have existed without its founders and leaders. Nowadays, when developed countries choose democracy, this political system seems to enable a group of people to create something worthwhile on their own. But after a more thorough evaluation, it becomes apparent that no single group has achieved considerable success unless that success was purposefully and persistently pursued by the leader of the group. The modern kingdom of corporations, brands, and corporate management creates an illusion that some kind of collective intelligence is responsible for building a successful enterprise. But the fact remains that behind every tremendous success is a talented leader who is loyal to his ideals. Mankind admires this kind of person and remembers his or her name. However, for some strange reason, people try to imitate the external demonstration of success while ignoring its very basis. They focus on the