Issue date: Nov. 6-8, 1998

Peter Morton:

Rock 'n' roll. Righteous food. Make millions selling T-shirts on the side. Not bad work if you can invent it.

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hen Peter Morton created the first Hard Rock Cafe - in London in 1971 - he found a way to add a few more bucks to the restaurant's nightly take: "We sold T-shirts out of a paper bag."

He was 25, the son of a Chicago restaurateur, and never dreamed that Hard Rock shirts would become ubiquitous, or that he'd eventually sell his stake for $410 million. Now 52 and concentrating on his Hard Rock Hotel & Casino in Las Vegas, he still describes himself as a laid-back entrepreneur: "My short-term goal is noon. My long-term goal is midnight."

Don't believe it. He carries himself like a hip Hollywood mogul - crisp white T-shirt, jeans, dark glasses - and by reputation, he's plenty shrewd. Asked for insights into his success, he stresses that little touches matter. His casino craps tables are shaped like pianos; the one-armed bandits, like guitars. Instead of "Do not disturb," his hotel's doorknob signs read, "I hear you knockin' but you can't come in!" So many hotels "just don't care," he says. "Their rooms are boring."

Another Morton rule: Leave work at work. Hard Rocks are museums of autographed guitars and gold records, but you won't find rock memorabilia at his home or his three kids sporting Hard Rock shirts. As for advice on making business decisions, Morton says it comes down to "a feeling." His godson is an aspiring filmmaker, and Morton financed the young man's $1.5 million movie. "I never even read the script. I just felt good about him."

He didn't even glance at the script? "Well, my best friend is Steve Tisch, the producer of Forrest Gump. I let Steve read it." Aha! He had more than a feeling - he had an expert. Morton laughs. "OK. But I would have done it anyway."

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ADVICE FOR ENTREPRENEURS

Spoil your employees: "Treat the people who work for you as well as you treat the people who patronize you. We take care of our employees with Christmas gifts, benefits, even the food in the cafeteria."

"Never assume you're going to be successful."

Go with your passion:"When we started out, we didn't know if we'd even have 10 customers. But we were doing something we believed in." Today there are 95 Hard Rock Cafes in 33 countries.

Pray: "I think the 'serenity prayer' says it all: 'God grant me the serenity to accept the things I cannot change, the courage to change the things I can, and the wisdom to know the difference.' "

ASK MORTON FOR ADVICE

Peter Morton will write or call a reader who seeks advice. By Nov. 15, write to "Straight Talk," P.O. Box 3455, Chicago, Ill. 60654 (fax: 312-661-0375; e-mail: talk@usaweekend.com).