可口可乐公司创立于1886年，光绪年间的百年保健饮料老字号，世界上品牌价值最高，也是盈利能力最强的公司之一。
创业者经常会触碰到一个话题：什么是一个好生意？
看起来世界上有两种好生意，一种是搭乘了科技的快车和人文的进步，例如苹果，亚马逊和耐克，一种是俘获了人性的弱点，比如万宝路，麦当劳和可口可乐。商业世界也没有非黑即白，大多如今家喻户晓的公司也都做到了精准地拿捏人性，最大化的使用科技杠杆，以及成为时代潮流的捕手。
第一本书叫做《上帝、国家和可口可乐》（For God, Country, and Coca-Cola，Mark Pendergrast，2000），全书的精华在附录部分，总结了可口可乐打造伟大公司的30条经验。

01销售一个好产品
Sell a good product
如果其中含有一两种很少剂量，让人上瘾的药用物质的话，整体效果就更好了。产品本身并不需要会说话或者会飞，但它必须具有实用的、被广泛认可的功效。
And if it contains a small dose of an additive drug or two, all the better. The product doesn't have to talk or fly, but it does have to perform some useful, universally appreciated function.

02信仰自己的产品
Believe in your product
把自己的产品当作一个偶像，把自己的工作当作传教。
Make your product an icon and your job a religious vocation.

03培养产品神秘感
Develope a mystique
神秘撩人而又有些许罪恶感，最容易销售出去。
An air of mystery, with a touch of sin, sells.

04销售低成本生产的产品
Sell a cheaply produced item
可口可乐的生产成本总是还不到1美分。
Coca-Cola has always cost only a fraction of a cent per drink to produce.

06让所有人都买得起你的产品
Make your product affordable to everyone
在经济大萧条时期，因为可口可乐的低价策略，反而愈发繁荣。
Coke has usually survived and even thrived during hard economic times.

07让你的产品无处不在
Make your product widely available
让我们把远离可口可乐变成不可能的事情。
Let's make it impossible to ever escape Coca-Cola.

08巧妙的营销你的产品
Market your product wisely
在什么时间、什么地点、以怎么样的方式做市场营销和广告宣传，极大的决定了产品最后是否会成功。
How, when, and where you market and advertise your product will ultimately determine its success.

09营销一种形象，而不是一个产品
Advertise an image, not a product
人们在乎的是这个产品能为他们做什么，而不是产品本身。
It isn't what a product is, but what it does.

10欢迎主要竞争对手的存在
Welcome an arch-rival
竞争让我们与我们的竞对都变的摩拳擦掌，也让我们变得更精悍。双方的竞争让整个市场的销量变得更好。
Competition keeps us, and them, on our toes and keeps us lean. Publicity fostered by fierce competition is good for sales.

11明智地请明星代言，但是也要有节制
Use celebrity endorsements wisely—but sparingly
过度请明星代言的风险是消费者只会记住明星而忘记了产品。可口可乐的广告里，产品永远是主角。
There are dangers, however, in relying too heavily on celebrity endorsements. For one thing, viewers may remember more about the star than the product. Coca-Colas has always remained the real star of its commercials.

12产品要迎合人类共通的心愿
Appeal to universal human desires
可口可乐的广告语说出了全世界人民的愿望，"喝可口可乐，你会更自信、更快乐、更受欢迎、更性感、更年轻、更岁月静好。
The Coke message has universal appeal—by drinking this product, you will be self-assured, happy, popular, sexy, youthful, and well coordinated.

13抓住年轻一代
Get 'em young
抓住年轻消费者，他们就非常有可能变成你的终身客户。
If you can achieve loyalty among youthful consumers, you're possibly fostered lifelong consumption.