ROBERTO GOIZUETA and COCA-COLA by Arnoldo C. Hax and Dean L. Wilde II

“People always ask me, ‘What’s your strategy for growth?’ I always say it’s simple. I tell people do not make it too complicated.

Each day we must make Coca-Cola more acceptable, more available, more affordable to more people in more situations than the day before. . . success largely depends on our ability to make it impossible for the consumer to escape Coca-Cola.”

—Roberto Goizueta, former CEO of Coca-Cola