Page 187 - Everything I Know About Business I Learned

Communications

working in home offices, it seems that traditional communica-
tions are at risk. Texting and e-mailing are on the rise, with 58
percent of adult Americans using cell phones or PDAs to do at
least one of 10 mobile nonvoice data activities, according to
research by the Pew Internet & American Life Project in 2008.
I spoke with Ron Bailey, a six-store franchise who had his
doubts as to the efficacy of online communications. “I think one
of the mistakes, just using technology when you rely on e-mails,
you e-mail a ton of stuff to us, and we didn’t read it, there is just
so much. I don’t want my manager sitting on a computer all
day,” he said. In the earlier days, “we had retreats (with opera-
tors) and consultants spending more time in the restaurants.”
Those simple methods of communication seemed to resonate
with many people with whom I spoke.
Still, technology is essential in a $64 billion global company,
and becomes even more prevalent as the company continues to
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grow, as Jeff Stratton told me. “I personally am very supportive
of it [e-mail],” Jeff said. But, I think those of us who have his-
tory with the company are also still into picking up the phone
when we get the letter or picking up the phone when we get the
comment, and dealing with it personally. I know I do, and I’m
only speaking for myself. Fred still does when he gets input. I
know Jim does, I have personally seen him do it.”
And the back and forth doesn’t have to stop with phone calls,
as Mike Roberts, retired McDonald’s former president, told me:
“I think communications is the lifeblood of trust. I would try
every week to write 25 handwritten notes to somebody—a
restaurant manager, an operator who was having difficulties, or
a company employee I was impressed with. It was another way
to say you’re appreciated. And nobody ever expected to get a
handwritten letter or a phone call. But when you do get it, hey,
the president of the company is on the phone and he wants to
talk with you . . . [you’ve] got to be kidding. And it helped to