A key element in this rapid growth was Brown's ability to select a group of hard-working entrepreneurial managers. Brown's philosophy was that every manager had the right to expect to become wealthy in the rapidly growing company. By relying heavily on franchising, the company was able to avoid the high capital costs associated with rapid expansion while maximizing returns to shareholders. Rapid sales growth provided promotion and opportunities to purchase stock for company managers as well as the opportunity for franchisees to improve margins by spreading administrative costs over a broader base of operations. This was critically important given the high fixed costs associated with each store. Volume, both at the individual store level and within a franchisee's territory, was thus essential in determining profitability. Profitability, in turn, assured the attractiveness of KFC to potential future franchisees.