) as CEO in 1999.College nickname: Mark McDonald's. Classmates gave him the name after he sent a registered letter to the home of McDonald's then-Chairman Ray Krok. The letter pitched an idea: a cup for french fries that could be reused as a pencil holder. Krok offered him a job, but Goldston opted for grad school.Why he wanted to be a turnaround artist: The bigger the challenge, the greater the reward. "It's more exciting to be an emergency room surgeon than a general practitioner."Family: Married to NancyJane; father of identical twin boys, Adam and Ryan, 15.