January 25, 2024

“First, we are never going to create something worth $2 trillion by selling some generic beverage. Therefore, we must make your name, Coca-Cola, into a strong, legally protected trademark.”

12:50 PM

“Second, we can get to $2 trillion only by starting in Atlanta, then succeeding in the rest of the United States, then rapidly succeeding with our new beverage all over the world. This will require developing a product that has universal appeal because it harnesses powerful elemental forces. And the right place to find such powerful elemental forces is in the subject matter of elementary academic courses.”

12:51 PM

“We will next use numerical fluency to ascertain what our target implies. We can guess reasonably that by 2034 there will be about 8 billion beverage consumers in the world. On average, each of these consumers will be much more prosperous in real terms than the average consumer of 1884. Each consumer is composed mostly of water and must ingest about 64 ounces of water per day. This is eight 8-ounce servings. Thus, if our new beverage, and other imitative beverages in our new market, can flavor and otherwise improve only 25 percent of ingested water worldwide, and we can occupy half of the new world market, we can sell 2.92 trillion 8-ounce servings in 2034. And if we can then net 4¢ per serving, we will earn $117 billion. This will be enough, if our business is still growing at a good rate, to make it easily worth $2 trillion.”

12:53 PM

“There are two intertwined challenges of large scale. First, over 150 years, we must cause a new-beverage market to assimilate about one-fourth of the world’s water ingestion. Second, we must so operate that half the new market is ours while all our competitors combined are left to share the remaining half.”

12:57 PM

“These results are lollapalooza results. Accordingly, we must attack our problem by causing every favorable factor we can think of to work for us. Plainly, only a powerful combination of many factors is likely to cause the lollapalooza consequences we desire.”

12:57 PM

“we are going into the business of creating and maintaining conditioned reflexes. The Coca-Cola trade name and trade dress will act as the stimuli, and the purchase and ingestion of our beverage will be the desired responses.”

12:59 PM

“We need only 1) maximize rewards of our beverage’s ingestion and 2) minimize possibilities that desired reflexes, once created by us, will be extinguished through operant conditioning by proprietors of competing products.”

12:59 PM

“For operant conditioning rewards, there are only a few categories we will find practical: 1. Food value in calories or other inputs 2. Flavor, texture, and aroma acting as stimuli to consumption under neural pre­programming of man through Darwinian natural selection 3. Stimulus, as by sugar or caffeine 4. Cooling effect when man is too hot or warming effect when man is too cool”

1:00 PM

“Chapter 4; Talk Four[stripe.press/pca-8](https://stripe.press/pca-8)Practical Thought about Practical Thought?”

1:02 PM

“To start out, it is easy to decide to design our beverage for consumption cold. There is much less opportunity, without ingesting a beverage, to counteract excessive heat compared with excessive cold.”

1:05 PM

“It is also easy to decide to include both sugar and caffeine. After all, tea, coffee, and lemonade are already widely consumed. And it is also clear that we must be fanatic about determining, through trial and error, flavor and other characteristics that will maximize human pleasure while taking in the sugared water and caffeine we will provide.”

1:06 PM

“And, to counteract possibilities that desired operant-conditioned reflexes, once created by us, will be extinguished by operant-conditioning-employing competing products, there is also an obvious answer: We will make it a permanent obsession in our company that our beverage, as fast as practicable, will at all times be available everywhere throughout the world. After all, a competing product, if it is never tried, can’t act as a reward creating a conflicting habit. Every spouse knows that.”

1:07 PM

“给淘金者卖水、卖地图、卖铲子，比下水淘金的人赚得更多。”

8:38 AM