Proposer: American behaviorist J. Gigler Comment: A bold and generous can lead to greatness, and only a high starting point can lead to high. Many people believe that genius or success is inherently destined. However, there are definitely many more people in the world who are called geniuses than actually accomplishing a genius career. Why? Many people achieve nothing because they lack the motivation to be ambitious, overcome all difficulties, and move towards success, and dare not set a lofty goal for themselves. No matter how outstanding a person is, if he lacks a determined lofty goal, he will achieve nothing. Setting a high goal is equivalent to achieving part of the goal.
In 1969, Deeb Toms, who liked to eat hamburgers since childhood, set up a burger restaurant in Ohio, USA, and named the store - Wendy Fast Food Restaurant. At that time, fast food chains in the United States were everywhere, and big stores such as McDonald's , KFC , Burger King were already famous. Compared to them, Wendy's fast food restaurant is just an unknown little brother. Dib Toms was not discouraged by his little brother's identity. He set a high goal for himself from the beginning, which is to catch up with the fast food industry's boss, McDonald's! In the 1980s, competition in the fast food industry in the United States became increasingly fierce. McDonald's spent a lot of effort to maintain its boss' status, which made it difficult for Deeb Toms to take advantage of it. At the beginning, Deeb Toms took the gap route. McDonald's positioned his customers as teenagers, while Wendy positioned his customers as young and middle-aged people over the age of 20. To attract customers, Deeb Toms made a lot of work on the weight of the burger meat filling. On each burger, he added its beef by a few ounces a few ounces. This inconspicuous move won Wendy a considerable success and became a powerful weapon to challenge McDonald's in the future. Wendy has always regarded McDonald's as her competitor and has developed herself rapidly through this incentive. Finally, an opportunity to compete with McDonald's has come. In 1983, the US Department of Agriculture organized an investigation and found that McDonald's claimed to have 4 ounces of hamburger meat filling, which never weighs more than 3 ounces! At this time, Wendy's fast food restaurant's annual operating income had exceeded US$1.9 billion. Deb Toms believed that the beef incident was an opportunity to win the dominance of the fast food industry, so he attacked McDonald's. He invited the famous movie star Clara Perle to shoot an advertisement that was later famous for himself: The advertisement refers to an old lady who is serious and aggressive and picky, smiling at a huge hamburger on the table. When she opened the burger, she was surprised to find that the beef was only the size of a fingernail piece! She was first confused and surprised, and then began to shout, "Where is the beef?" Needless to say, the advertisement was aimed at McDonald's. Americans have already had many dissatisfactions with McDonald's, and this advertisement came out in time and immediately aroused widespread resonance among the people. For a moment, the saying "Where is the beef?" spread like wildfire and quickly spread to thousands of households. While advertising was a huge success, Dib Toms' Wendy fast food restaurant's approval rating also soared, with turnover rising 18%.
Relying on McDonald's' unremitting efforts, Wendy's turnover increased year by year, reaching US$3.7 billion in 1990, developing more than 3,200 chain stores, and its market share in the United States also rose to 15%. McDonald's is close to the third place in the US fast food industry. Zi Wabo, the founder of Bethlehem Steel Company in the United States, was born in rural America and received only a short school education. Despite this, Ziwabo is ambitious and is always looking for opportunities for development. He believed that he would definitely accomplish great things. At the age of 18, Ziwabo came to a construction site where the steel king Carnegie belonged to work.As soon as he stepped into the construction site, Qi Wabo was determined to be the best among his colleagues. One night, my companions were chatting, but Qi Wabo hid in the corner and read a book. This happened to be seen by the company manager who went to the construction site to inspect the work and asked, "What are you learning those things?" Qiwabo said, "I think our company does not lack workers. What is lacking is technicians or managers with both work experience and professional knowledge, right?" Some people mocked Qiwabo, and he replied, "I am not only working for my boss, but also just to make money. I am working for my dream and for my bright future." With this belief, Qiwabo gradually rose to chief engineer and general manager, and was finally appointed by Carnegie as the chairman of the Iron and Steel Company. Finally, Ziwabo finally established the large-scale Bethlehem Steel Company and achieved extraordinary results. With his long-term dream and practice of success, Qi Wabo completed his leap from a migrant worker to an entrepreneur.
At the beginning, you have a high goal in your mind, which means that from the beginning you know where your destination is and where you are now. Moving towards your goals, at least for sure, every step you take is in the right direction. Having the ultimate goal in your heart at the beginning will gradually lead you to form a good working method and develop a rational judgment rule and work habit. If you have the ultimate goal in your heart at the beginning, you will have a unique vision. With a high goal, your life will be half successful. If your thoughts are pale and your style is low, your quality of life will become inferior; on the contrary, your life will be colorful and you will enjoy the joy of life.
