Ray Kroc: visionary genius or villain in business? He and the McDonald brothers shared one dream—but very different visions. The brothers wanted a single, perfect restaurant built on quality. Kroc wanted a global empire. Their clash ended in a deal that changed business history. Kroc paid $2.7 million and promised 0.5% in royalties — a promise he never honored. That “small” share would’ve been worth over $100 million today. One chose peace. The other chose power. Both paid a price. Via:-@nextwav