‘Our menu is very Darwinian’.
This is the headline quote from McDonald’s CEO, Chris Kempczinski, from Lunch With the FT in December.
This is five words out of an article that is over 2000.
During the lunch many more would have been spoken.
Very few headline quotes arrive by accident. This one will have taken planning and it’s a truism of the PR industry that people get paid more the fewer words they produce.
Imagine if Mr Kempczinski had said:
‘The enduring longevity and resilience of McDonald’s has been enabled by our game-changing, transformative capacity to adapt and cater to evolving customer tastes’?
Would it have been as quotable?
I rest my case.