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Lesson #3: Go Ahead and Get Your Hands a Little Dirty
Bean might have been an entrepreneur, and a successful one at that, but in his heart he was a hunter, and a fisherman, and an all around outdoorsman. He felt more comfortable in the woods of Maine than in the corporate boardrooms of the city. It was his passion that gave birth to the company, and a passion he never lost. It might have been for that reason that Bean insisted on being hands on and putting his personal touch on everything the company did. From talking to customers to putting new products through trial runs, Bean could always be found right there in the middle of all the action.

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Lesson #1: Make Your Marketing Message Memorable
Before Candler took over Coca-Cola operations, Pemberton had been doing business on a small scale. He ran a local company with a local customer base and had little chances of growing it much larger at the rate he was going. His only promotional effort was an oil cloth with the sign “Drink Coca-Cola” that hung on a local drugstore. Candler, however, knew that there were billions more thirsty people out there; he just needed to find a way to reach them. It was through a strategy of aggressive and memorable marketing, initiated by Candler but one which continues to this day, that Coca-Cola became the billion dollar company it is today.

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