Keeping a steady hand on all levels of business takes brands like McDonald’s to the top.

Shortly after My Secret Life on the McJob was released, I began fielding phone calls from quick serves asking me to speak at their annual conventions. One of the Majors was cautious, however, and asked me to interview with its chief people officer first.

We spent an hour together, one I thoroughly enjoyed, even when he asked a question that caught me somewhat by surprise: “Why didn’t McDonald’s get mentioned very much in your book?” he asked. “You talked about Burger King and Arby’s,...

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