Ray Kroc

His wife thought he was still going to work.

On the fourth day, Clark called the house.

This is how his wife found out.

When Ray came home that night, she demanded to know what was going on.

You blurted out, I can't take those cheapskates anymore.

I'm quitting.

She lit into him.

He was betraying her and their daughter.

His pride was jeopardizing their existence.

But Ray had taken a stand and he wasn't about to back down.

Ethel made him promise to see Clark the next morning, and when he walked in, Clark made him an offer.

A little bit of a concession, a special expense account that would make up for the pay cut plus the remaining balance of his car.

On that basis, I'll stay, Ray said.

He'd won.

Most people swallow what they're given.

Kroc negotiated from a position he created even when he had no leverage, especially when he had no leverage.

There's a small story from Ray's paper cup years that reveals how he operated.

He'd built a roster of loyal customers, restaurant owners, and soda fountain operators who ordered from him month after month.

When Lily Tulip was about to raise prices, Ray would warn them ahead of time, stock up now at the lower prices.

His bosses were furious when they found out, but Ray kept doing it anyway.