"Oh, I have walked in Kansas Through many a harvest field, And piled the sheaves of glory there And down the wild rows reeled: Each sheaf a little yellow sun, A heap of hot-rayed gold; Each binder like Creation's hand To mold suns, as of old."

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The franchise and the virus work on the same principle, what thrives in one place will thrive in another. You just have to find a sufficiently virulent business plan, condense it into a three-ring binder ― its DNA ― Xerox it, and embed it in the fertile line of a well-traveled highway, preferably one with a left turn lane. Then the growth will expand until it runs up against its property lines.

— Neal Stephenson