From one restaurant to 40,000, the McDonald's story is one of the most memorable success…

From one restaurant to 40,000, the McDonald's story is one of the most memorable success stories.

No other company revolutionised the fast-food industry like McDonald's and there was one man at the centre of it, Ray Krok.

I finished his autobiography recently and there was one line in particular which stood out:

“Make every detail perfect. And limit the number of details to perfect.”

This was the ethos which was at the heart of McDonald’s, a simple but powerful one.

And this can be applied to all companies, products, and marketing campaigns.

Perfection isn't putting every detail in the right place. It's identifying the few details, and ensuring they're in the right place.

This means simplicity and then quality at every step.

Average isn't a good outcome. It's a bad compromise.

The aim should always be perfection, this is what leads to the greatest companies, products and marketing campaigns.

Good is relative. Great is absolute.

Good requires execution. Great requires vision.

Good is learned. Great is earned.