In N Out Urge

Keep it simple; do one thing, and do it the best you can. Persistently.

In-N-Out Burger is a phenomenally successful West Coast chain that has stuck to burgers, fries and sodas or shakes... No chicken, no fish, no playgrounds or toy promotions.

BusinessWeek reporter Stacy Perman wrote a history of In-N-Out.

Audio: NPR's All Things Considered, July 14