A look inside Hamburger University

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This CNN report from a few years ago about McDonald’s Hamburger University provides some intriguing insights into effective corporate training/leadership systems. The observation: The best learning comes from “doing” in a controlled environment — in this case, the university is a fake restaurant (everything looks real but the food is actually artificial) — so the potential franchise owners/senior managers can see though dynamic role-playing exercises what really goes on in the business.

I think there is a strong argument for more AEC businesses and practices to incorporate this sort of concept in their marketing and business development operations, especially since the most important sources of new business arise from repeat clients and referral relationships. This means that everyone in the practice/business who faces live clients has the opportunity to impact/discover and influence future revenue opportunities.

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