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To achieve this, he chose a unique path: persuading both franchisees and suppliers to buy into his vision, working not for McDonald's but for themselves, together with McDonald's. He promoted the slogan, ?"n business for yourself, but not by yourself." His philosophy was based on the simple principle of a 3-legged stool: one leg was McDonald's franchisees; the second, McDonald's suppliers; and the third, McDonald's employees. The stool was only as strong as the three legs that formed its foundation.