Coca-Cola is the most recognizable brand on the planet. Originally intended as a patent medicine when it was first invented in 1886 by John Pemberton, the soft drink empire has survived two World Wars, one Cold War, one Great Depression, perennial “Cola Wars” with arch-rival Pepsi, and its brand had to reinvent itself after what pundits called the “marketing blunder of the century.”
Now operating in more than 200 countries and producing nearly 450 brands, the Coca-Cola system has successfully applied a simple formula on a global scale: provide a moment of refreshment for a very small amount of money — a billion times a day.
What are the secrets behind its boundless success and unstoppable resiliency?
Lofty VISION? Robert Woodruff, while president of Coca-Cola, had the audacity to state during World War II, “We will see that every man in uniform gets a bottle of Coca-Cola for five cents wherever he is and whatever it costs.” When the war ended, he realized his vision was too small. He went on to say that in his lifetime he wanted everyone in the world to have a taste of Coca-Cola and envisioned his product “within an arm’s reach of desire” anywhere on the planet.
That’s the kind of VISION and leader I can get behind. But we all know that vision alone doesn’t make us recession proof, unstoppable, and successful. It takes something much deeper…
Perhaps the simplest leadership secrets behind the company’s unrelenting success can be found in this quote taken from a 1916 publication, The Romance of Coca-Cola:
Business has its romance. The inner history of every great business success is just as stirring and fascinating as the most imaginative story every told. Real success never comes easy… Progress has been achieved only through continual struggle and hard, patient work. It has called for ingenuity and resource of the highest order, the courage that accepted no defeat, the endurance that wore down all opposition, the confidence that overcame every jealous libel… And such has been the history of Coca-Cola.
The Real Secrets Behind Coca-Cola’s Success:
1. Real success never comes easy. It isn’t cheap. It will cost you buckets of sweat, a disciplined work ethic, and patience in your effort. Be determined to pay the price and you will reap the results.
2. Vision calls for ingenuity and resource. Let hard times be the catalyst for creative solutions. It’s often said that tough times don’t last, but tough people do. Part of toughness involves finding solutions to challenges and obstacles that may be holding you back from your vision. Get tough… get creative!
3. Courage that accepts no defeat. Coca-Cola made what was dubbed as the “marketing blunder of the century” when it took a risk and unveiled “New Coke” in 1985. It didn’t take long for the company to realize its blunder and revert back to Coca-Cola Classic. Your failure doesn’t have to own you. If you have the kind of courage that accepts no defeat, you can take risks because you know you are resilient enough to bounce back if it doesn’t work.
4. Endurance that wears down the opposition. You can and will outlast your opposition. It is up to YOU. You wear down your opposition by staying the course and keeping your focus on your mission, not your rivals. Every great leader in the Bible was met with fierce opposition: Moses, Joshua, David, Nehemiah, Ezra, Peter, Paul… their names were worthy of mentioning in the greatest leadership manual ever printed because they outlasted their opposition. Jesus outlasted his opposition. You can too.
5. Confidence that overcomes every jealous libel. Every leader, company, brand, organization, or ministry will have its slanderers. If you aren’t being attacked, you aren’t doing anything worth mentioning… or you’re just not on the map yet! Don’t get derailed by those who would defame your character or malign your organization. Never be moved from your integrity and values. Let the confidence that emanates from that integrity govern your attitude and enterprise. You will be unstoppable despite the vilification of others when you hold to your character and values in the face of libel. It’s kept Coca-Cola 125 years young! And this confidence will help you overcome too.
Now that you’re on your way to becoming unstoppable, go out and celebrate by enjoying a cold, refreshing Coca-Cola.