The first idea that the author discusses is his chart of the 7-S Framework. The graph is very simple but the ideas are fairly complex. In their research, they found that their concepts were too hard to explain and easily forgettable. They made this framework to deal with strategy, structure, style, systems, staff, skills, and shared values. This has 7 S's and a graphic

The second Principle they deal with is to be close to the customer. This means good service and listening to what the customer has to say. If the producer, Macdonald's, is not in touch with what the customer wants to eat, then the business will most likely fail. Although it also refers to customer satisfaction; quality food made right and good service, "Have a nice day and enjoy your meal!"

The third basic principle is productivity through people. This deals with the individual as the best means for efficiency improvement rather than capital investment. If Macdonald's could put everyone in the area of work they most enjoyed (drive-thru, washer,...) then they could produce more food and maximize their business.

The seventh and final basic principle is simultaneous loose-tight properties. This is another value-based principle. This could be described as the ability for a worker of Macdonald's to do his/her job in his/her own way as they incorporate the company's

Some common words found in the essay are:
Search Excellence, Excellence Knowledge, Peters-and Waterman, search excellence, basic principle, 7-s framework, seven principles,
Approximate Word count = 655
Approximate Pages = 3 (250 words per page double spaced)