“When you have roughly 90% of the population that’s coming into a McDonald’s at least once a year, you’ve got to serve everybody—young, old, rich, poor.”
-McDonald’s CEO Chris Kempczinski
It’s not easy being all things to all people. In business, leadership, or media, that balancing act can feel impossible. Yet companies like McDonald’s try—crafting messages for nearly everyone, from families rushing through the drive-thru to teens scrolling past ads on their phones.
I’m not a big fast-food fan, but I’ve always been fascinated by how these brands position themselves. The way they speak to millions while still aiming to sound authentic is an art form worth studying—even if you prefer your local diner to a Big Mac.
Curiosity is the key. Whether we’re building organizations or crafting stories, staying fascinated—and a little skeptical—about how messages connect with different audiences keeps us honest and sharp.
It’s never just about the fries. And let’s be real—have you ever looked at the ingredients in those fries? 🍟 Yikes. It’s about understanding people—all kinds of people—and what truly draws them in.