When I was seven or eight, I got a gift of a bow and arrows. They were safe. They had the little suction cups on them. I don’t know why I got the gift. I never showed any interest in them. Nonetheless, I did mess with them from time-to-time and got pretty good with them, as long as I was less than about 20 yards from the targets that were furnished with it.

It was not long that I figured out the secret to hitting the target every time. I had to aim high. I guess at 20 yards or so, I had to aim about 4 or 5 feet above the target.

Though I had no idea of it at the time, there is a reason for this. An arrow dropped from 5 feet above the ground falls at the same speed as an arrow shot level from a bow. Many have actually done experiments to prove this with very complex and accurate equipment.

Moreover, no matter how far the arrow is drawn, it is the same. That is to say, the arrow falls at the same speed regardless of the forward speed of the arrow. It just is that a fast arrow has less time to drop before reaching the target.

Therefore, even the most experienced archer will aim high, or above the target. Just how high the archer needs to aim depends on the forward speed of the arrow and the distance of the target. The speed only figures in because the faster the arrow goes, the less time the arrow has to drop.

This is not only true with arrows but with all projectiles. I can’t remember what it was, but it seemed to me that when I fired my M-14, the bullet dropped about 4 to 5 inches on the way to that target 500 meters away. So, if I was to hit the bullseye, I had to aim high.

It was, more-or-less, done for me. I had a little wheel I turned to adjust the sights up and down. I didn’t have to do the math. If I was hitting low, I adjusted the wheel one way. If I was hitting high, I adjusted the other way. Hence I was able to put the bullet through the bullseye regularly from 500 meters. Those that don’t know, that is about 550 yards.

It’s no wonder that rifle knew how to kick.

As I think back over it, I kind of get the idea that it is where we got the expression, “Aim high.” I think it is a good thing to do, both on and off the range. I guess way back when, it was sort of the common thing to teach. Not so much anymore.

I said all that to say this, I noticed that McDonald’s fell short of their Q2 estimates (AKA target sales). It doesn’t surprise me. I am sure I am not the only one that figured it was going to happen. You see, almost all customers have the option of going somewhere else… somewhere where the service is faster and the food is better, AKA hot instead of lukewarm.

A few years ago, my water heater went out. I called a plumber to replace it. In the past, they treated me good and had reasonable prices. The woman at the other end of the phone started trying to talk me into a service plan. I went back and forth a few times. I explained why I don’t buy service plans. I was very patient with her, really. Finally, plainly, I said, one more word about service plans and I hang up.

Someone else got my business. I don’t know who that woman was on the other side of the phone but she forgot one important fact of business. The customer can always hang up, and I did.

The real problem with these businesses is simple. They decided that they do not need to aim high.

We went to Burger King this afternoon. I felt like having a fish sandwich and they have very good fish sandwiches; or at least I think so. I ordered two fish sandwiches, one medium fry, a large onion ring, (don’t care too much for their fries) and two large Diet Cokes. I also told her that one of the sandwiches needs to be mustard and ketchup only. My wife does not like tarter sauce. Don’t have a clue why. That stuff is good.

You would not have a clue how many times I had to go through all that. First, she tried to sell me the meals. I told her, I don’t care how you write it up. Then I went back through the whole thing. She was apparently having a difficult time getting the register to accept that. I haven’t an idea why.

At any rate, having it my way is a nice saying, but in this case, maybe not so much. She read the order back and it was wrong, believe it or not. Why does this restaurant say I can have it my way and have so much difficulty figuring out a simple order. I can’t imagine what might happen if I ordered a dozen Whoppers, each to be made in a different way.

I am a patient man. Really I am. Moreover, I did want that fish sandwich. Still, if she got the order wrong one more time, I think I would have turned around and walked out. Actually, the girl was trying. It was her training. Somehow, when they came up with their neat little saying, they forgot to tell her. They have this “meal thing” on their minds and they don’t like it when a person comes in and asks to have it their way.

To their credit, they did get the order right. It was ready in about 3 minutes, great in my book. and the food was burn your mouth hot, especially the onion rings. It makes me, all the more, wish I could get them to get over this meal thing. Just maybe they can aim a little higher and actually practice their saying.

Before I left, I thanked them for a hot meal and told them that they had permission to have a nice day. After all. They did serve me good food promptly. More than I can expect from McDonald’s.

By the way, if you want a good fish sandwich, Burger King is a good place. If all you want is a whopper, those are good too.