14加强地方文化敏感性
Develop cultural sensitivity
可口可乐公司在发展过程中，与地方性富商签订瓶装工厂合同鼓励产品的生产都在地方完成，从品牌到包装都具有一定地方特色。所以可口可乐公司也能明确地指出自己对地方经济的贡献。
The company signed bottling contracts with prominent natives and encouraged the development of a soft drink infrastructure so that the trucks, bottles, pallets, and signs were all produced by local firms. (……) Thus, the company could proudly and accurately point out how much it contributed to local economies.

15雇佣凶悍的律师
Hire aggresive lawyers
如果你想成功，你无疑需要厉害的律师保护你的知识产权，你的品牌以及吓跑潜在的层出不穷的竞争者。
If you succeed, you will undoubtedly need lawyers to protect your trademark, defend your good name, and scare off potential competitors.

16别违法
Don't break the law
有时候公司会在危险的边缘试探，以及破坏规则，但是做违法的事情会给公司的声誉带来损害。
There is no percentage in illegal activities which could besmirch the company's good name.

17成为施加影响力的专家
Become masters of influence
虽然不做违法的事情，但也不意味着你必须像天使一样善良。不要滥用你的影响力去涉足过多的政治，或者期待从政者家获得过多优待。
Just because you don't break the law doesn't mean you must sit back and act like an angel. Do not, however, abuse your influence by asking too much of politicians.

18做好长远打算，坚韧不拔地耐心
Be patient but implacable: plan for the long haul
不要为了短期的收益牺牲了长远的目标。
Do not be seduced into pursuing short-term gains at the expense of long-term vision.

19坚持简单的原则
Adhere to simple commandments
天赋异禀的人往往着眼于宏大远景但是聚焦在一些不变的真相上。
Genious lay in looking at the big picture and in concentrating on a few elemental truths.

20保持灵活，与时俱进
Be flexible enough to change
世界属于不满足于现状的人。我们总是在变化中生存。
The world belongs to the discontented. We live nervous.

21不要消极的使用防御性广告
Don't use defencive, negative advertising
每次不得不应对百事可乐的竞争的时候，你其实是为竞争对手在做广告。
Maybe for others, comparative ads make sense. Maybe. You're still giving your opponent free publicity, however.

23关注财务底线
Pay attention to the bottom line
最后你会发现，利润远比市场份额重要。
Profits are more important than share-of-market.

24让员工紧张起来
Terrify your employees
在一个公司里，一定程度的紧张和焦虑有助于激发员工最大的潜力。
A certain degree of anxiety and tension has to exist for people to function at the highest level of their potential.

25内部提拔人才
Promote from within
可口可乐公司最好的经理们，几乎无一例外的都是内部层层培养和提拔上来的，他们充分理解公司的愿景和使命，是浸润在可口可乐糖浆里成长起来的一代。
The best managers, almost without exception, have come up though the ranks, inculcated with the company mission. They have received the transfusion of Coke syrup.

26所有的公众曝光都是好曝光
All publicity is good publicity
很多时候负面的曝光和批评的声音，最后也会帮助品牌成长。
Even negative publicity can ultimately help a well-stretched product.

27有效使用现金
Use cash wisely
如果你确信可以通过投资带来巨大的收益，借债才是必要的。一个简单的例子，回购自己的股票，从而继续拉高自己的股票价格。
It made sense to borrow money if you could then re-invest it at a substantially higher rate of return. One simple method: repurchase your own stock, thereby driving the price further up.

28形成合资企业
Form joint ventures
可口可乐不拥有瓶装工厂，而是广泛成立合资企业分散成本压力，同时占有市场。拥有实体资产的瓶装工厂的利润空间远比可口可乐公司更窄，他们自负盈亏。瓶装工厂只有更像一个独立的创业公司才能表现的更好。
Thou shalt not own bottling plants. The bottlers, whose profit margin was narrower than the company, prospered on their own. The conventional wisdom held that bottlers performed better as independent entrepreneurs. The company never purchases more than a 49 percent interest, however, which keeps the bottlers off the company balance sheet.

29全球化眼光，本土化运作
Think globally, but act locally
全球市场复杂多样，不同区域必须有因地制宜的本土化方针。
Different strategies must be applied to different locations.