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Lesson #4: Look Hard to See the Mighty Oak in the Acorn
Lesson #4: Look Hard to See the Mighty Oak in the Acorn
Everybody knows somebody who did not succeed, somebody who got caught in a web of difficult circumstances and could not find their way out in order to fulfill their goals. Pemberton had a good idea and a good head start, but he had never managed to get it off the ground. What was it about Candler that made him different? Why was Candler able to build Coca-Cola into the international success it is today and Pemberton was not?
Pemberton might have spent the time it took to create the infamous secret Coca-Cola recipe, but he was no businessman. He was selling his concoction at the local Jacob’s Pharmacy for five cents per glass with roughly nine servings of the drink being sold each day. The first year, Pemberton’s sales totaled $50, but because his expenses ran up to $73.96, he was operating at a loss. It was only thanks to Candler, who was able to zero in on and reconfigure an A-idea that the world has been made aware of and enjoying the products from Coca-Cola for over a century.
Whether it was a new idea or new and challenging circumstances, Candler had the unique ability to turn his experiences around for his benefit. When he first learned of Pemberton’s Coca-Cola product, it was a failing headache remedy. Pemberton had not given up on it, but he was not doing what he needed to turn it around. He did not have a larger dream for his invention or any overarching vision. In other words, he could not see the mighty oak in the acorn.
Pemberton was marketing Coca-Cola as a headache remedy. When Candler took over, he reframed the tonic as a consumer beverage. He did not want people to think of Coca-Cola only when they were not feeling well. He wanted the beverage to be a part of their regular lives, during both the good times and bad.
Once Candler decided to reorient the focus of the beverage, he looked to the positive aspects. There was much that was not quite right with the product, but Candler tried to focus on what could be appreciated and salvaged. If Coca-Cola was not succeeding based on its pharmaceutical properties, on what basis could it succeed? Here, Candler looked to the drink’s great taste. It might not have cured his migraine, but Candler sure enjoyed drinking it nonetheless, and, he figured, so might others as well.
Finally, once Candler had a new grasp of the product, he began to dream big dreams. He envisioned the success that could come from providing a great tasting beverage to people across the world. He ignored the obstacles in his way and focused solely on the future that he knew he could unfold, and the concrete steps he needed to take to do so.
Through a combination of persistence, vision, passion, conviction, and creativity, Candler was able to succeed where Pemberton, and few others, had ever before.
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Everybody knows somebody who did not succeed, somebody who got caught in a web of difficult circumstances and could not find their way out in order to fulfill their goals. Pemberton had a good idea and a good head s...
