hi I’m Evan Carmichael welcome to another edition of modeling the masters
another edition of modeling the masters
another edition of modeling the masters I believe that the fastest and most
I believe that the fastest and most
I believe that the fastest and most effective way to grow your business is
effective way to grow your business is
effective way to grow your business is to model the strategies of people who’ve
to model the strategies of people who’ve
to model the strategies of people who’ve already done what you’re trying to do so
already done what you’re trying to do so
already done what you’re trying to do so today we’re going to look at the success
today we’re going to look at the success
today we’re going to look at the success behind Coca Cola’s ASIC handler and a
behind Coca Cola’s ASIC handler and a
behind Coca Cola’s ASIC handler and a top three lessons that you can learn
top three lessons that you can learn
top three lessons that you can learn from his success ASA Griggs Kammler was
from his success ASA Griggs Kammler was
from his success ASA Griggs Kammler was born on December 30 1851 in Villa Rica
born on December 30 1851 in Villa Rica
born on December 30 1851 in Villa Rica Georgia and was the eighth of eleven
Georgia and was the eighth of eleven
Georgia and was the eighth of eleven children he grew up during a time with
children he grew up during a time with
children he grew up during a time with the American Civil War
the American Civil War
the American Civil War Chandler’s father was a well-established
Chandler’s father was a well-established
Chandler’s father was a well-established merchant and property owner but the war
merchant and property owner but the war
merchant and property owner but the war would take its toll on the family they
would take its toll on the family they
would take its toll on the family they often had no more than the bare
often had no more than the bare
often had no more than the bare necessities handlers formal education
necessities handlers formal education
necessities handlers formal education began when he was 5 years old
began when he was 5 years old
began when he was 5 years old but was sporadic throughout when he was
but was sporadic throughout when he was
but was sporadic throughout when he was 10 years old he left school and spent
10 years old he left school and spent
10 years old he left school and spent his time working on his father’s farm
his time working on his father’s farm
his time working on his father’s farm well it could have opted to attend Emory
well it could have opted to attend Emory
well it could have opted to attend Emory College instead blood his brother Warren
College instead blood his brother Warren
College instead blood his brother Warren attending his place
attending his place
attending his place candolyn was anxious to enter the
candolyn was anxious to enter the
candolyn was anxious to enter the working world he had an interest in a
working world he had an interest in a
working world he had an interest in a medical field but with no money for
medical field but with no money for
medical field but with no money for medical school he decided to pursue a
medical school he decided to pursue a
medical school he decided to pursue a career as a druggist
career as a druggist
career as a druggist he took off he took on an apprenticeship
he took off he took on an apprenticeship
he took off he took on an apprenticeship with two pharmacists in his hometown but
with two pharmacists in his hometown but
with two pharmacists in his hometown but his earnings were meager so kindly
his earnings were meager so kindly
his earnings were meager so kindly decided to move to Atlanta in search of
decided to move to Atlanta in search of
decided to move to Atlanta in search of better opportunities in 1873 with just a
better opportunities in 1873 with just a
better opportunities in 1873 with just a dollar seventy-five in his pocket
dollar seventy-five in his pocket
dollar seventy-five in his pocket Chandler made the move to Atlanta and
Chandler made the move to Atlanta and
Chandler made the move to Atlanta and landed a job with a local druggist
landed a job with a local druggist
landed a job with a local druggist George J Howard his early success and
George J Howard his early success and
George J Howard his early success and work ethic led to his promotion as chief
work ethic led to his promotion as chief
work ethic led to his promotion as chief clerk
clerk
clerk however after falling out with Howard
however after falling out with Howard
however after falling out with Howard Chandler decided to strike out on his
Chandler decided to strike out on his
Chandler decided to strike out on his own and become his own boss Kamla used
own and become his own boss Kamla used
own and become his own boss Kamla used to get migraines and one day they were
to get migraines and one day they were
to get migraines and one day they were so bad that he was willing to try
so bad that he was willing to try
so bad that he was willing to try whatever it took to get rid of it he
whatever it took to get rid of it he
whatever it took to get rid of it he turned to a little-known product that
turned to a little-known product that
turned to a little-known product that had been produced by fellow Atlanta
had been produced by fellow Atlanta
had been produced by fellow Atlanta based druggist John Smith Pemberton
based druggist John Smith Pemberton
based druggist John Smith Pemberton Pemberton had created something called
Pemberton had created something called
Pemberton had created something called coca-cola his own personal fizzy brain
coca-cola his own personal fizzy brain
coca-cola his own personal fizzy brain tonic and headache medication that
tonic and headache medication that
tonic and headache medication that combined cocoa leaves and Kola nuts he’d
combined cocoa leaves and Kola nuts he’d
combined cocoa leaves and Kola nuts he’d been selling a drink for five cents a
been selling a drink for five cents a
been selling a drink for five cents a glass at his own drugstore it was
glass at his own drugstore it was
glass at his own drugstore it was created in his backyard in a
created in his backyard in a
created in his backyard in a three-legged fifteen gallon pot that
three-legged fifteen gallon pot that
three-legged fifteen gallon pot that stood over a fire and when Cantler
stood over a fire and when Cantler
stood over a fire and when Cantler sampled it he was immediately hooked
sampled it he was immediately hooked
sampled it he was immediately hooked and what appeared to be a rash decision
and what appeared to be a rash decision
and what appeared to be a rash decision to onlookers Kenley decided at once to
to onlookers Kenley decided at once to
to onlookers Kenley decided at once to sell his entire stock of drugs paints
sell his entire stock of drugs paints
sell his entire stock of drugs paints oils glass and fancy clothes he sold off
oils glass and fancy clothes he sold off
oils glass and fancy clothes he sold off everything he could and raised roughly
everything he could and raised roughly
everything he could and raised roughly $50,000 he initially invested five
$50,000 he initially invested five
$50,000 he initially invested five hundred dollars in Pemberton’s company
hundred dollars in Pemberton’s company
hundred dollars in Pemberton’s company but by the end of 1891 he had managed
but by the end of 1891 he had managed
but by the end of 1891 he had managed the ink control over the entire
the ink control over the entire
the ink control over the entire coca-cola product for just twenty three
coca-cola product for just twenty three
coca-cola product for just twenty three hundred dollars he use the rest of the
hundred dollars he use the rest of the
hundred dollars he use the rest of the money to continue manufacturing and
money to continue manufacturing and
money to continue manufacturing and marketing the drink coca-cola was born
marketing the drink coca-cola was born
marketing the drink coca-cola was born action that I’m number one make people
action that I’m number one make people
action that I’m number one make people remember your product many entrepreneurs
remember your product many entrepreneurs
remember your product many entrepreneurs think that if they build a great product
think that if they build a great product
think that if they build a great product sales would take care of themselves the
sales would take care of themselves the
sales would take care of themselves the fact is an average product with great
fact is an average product with great
fact is an average product with great sales and marketing will always help
sales and marketing will always help
sales and marketing will always help perform an excellent product with no
perform an excellent product with no
perform an excellent product with no sales and marketing you need to get the
sales and marketing you need to get the
sales and marketing you need to get the word out about what you’re doing or have
word out about what you’re doing or have
word out about what you’re doing or have someone on your team do it for you
someone on your team do it for you
someone on your team do it for you before Candler took over coca-cola
before Candler took over coca-cola
before Candler took over coca-cola operations Pemberton had been doing
operations Pemberton had been doing
operations Pemberton had been doing business on a small scale here at a
business on a small scale here at a
business on a small scale here at a local company with a local customer base
local company with a local customer base
local company with a local customer base and had little chances of growing up
and had little chances of growing up
and had little chances of growing up much larger at the rate he was going his
much larger at the rate he was going his
much larger at the rate he was going his only promotional effort was an aural
only promotional effort was an aural
only promotional effort was an aural cloth with the sign drink coca-cola that
cloth with the sign drink coca-cola that
cloth with the sign drink coca-cola that hung in the local drugstore Kayla
hung in the local drugstore Kayla
hung in the local drugstore Kayla whoever knew that there were billions
whoever knew that there were billions
whoever knew that there were billions more thirsty people out there he just
more thirsty people out there he just
more thirsty people out there he just needed to find a way to reach them it
needed to find a way to reach them it
needed to find a way to reach them it was through a strategy of aggressive and
was through a strategy of aggressive and
was through a strategy of aggressive and memorable marketing initiated by canler
memorable marketing initiated by canler
memorable marketing initiated by canler one which continues to this day
one which continues to this day
one which continues to this day that coca-cola became the multi-billion
that coca-cola became the multi-billion
that coca-cola became the multi-billion dollar company it is today according the
dollar company it is today according the
dollar company it is today according the canler
canler
canler I knew I had found something that other
I knew I had found something that other
I knew I had found something that other people would want distributing coca-cola
people would want distributing coca-cola
people would want distributing coca-cola through other pharmacies was a way to
through other pharmacies was a way to
through other pharmacies was a way to reach more people I had to convince
reach more people I had to convince
reach more people I had to convince other pharmacists to sell my drink
other pharmacists to sell my drink
other pharmacists to sell my drink because they had their own drinks
because they had their own drinks
because they had their own drinks option of them number to be unique your
option of them number to be unique your
option of them number to be unique your customers are continually bombarded with
customers are continually bombarded with
customers are continually bombarded with offers for products and services if you
offers for products and services if you
offers for products and services if you want prospective customers to pay
want prospective customers to pay
want prospective customers to pay attention to you you have to be unique
attention to you you have to be unique
attention to you you have to be unique you need to do something that makes you
you need to do something that makes you
you need to do something that makes you stand out from everyone else you may
stand out from everyone else you may
stand out from everyone else you may know how great your product or services
know how great your product or services
know how great your product or services but you have to convince your customers
but you have to convince your customers
but you have to convince your customers that you’re not just like everyone else
that you’re not just like everyone else
that you’re not just like everyone else in 1820 british author charles coulton
in 1820 british author charles coulton
in 1820 british author charles coulton wrote imitation is the sincerest form of
wrote imitation is the sincerest form of
wrote imitation is the sincerest form of flattery but it is doubtful whether
flattery but it is doubtful whether
flattery but it is doubtful whether canler would have agreed when the rising
canler would have agreed when the rising
canler would have agreed when the rising popularity and success of coca-cola
popularity and success of coca-cola
popularity and success of coca-cola became increasingly apparent to
became increasingly apparent to
became increasingly apparent to outsiders
outsiders
outsiders there was no short of of entrepreneurs
there was no short of of entrepreneurs
there was no short of of entrepreneurs ready to take advantage
ready to take advantage
ready to take advantage hundreds of copycat beverages were
hundreds of copycat beverages were
hundreds of copycat beverages were released on the market within weeks the
released on the market within weeks the
released on the market within weeks the need to protect this great product and
need to protect this great product and
need to protect this great product and his strong brand work endless
his strong brand work endless
his strong brand work endless motivations for ensuring both were
motivations for ensuring both were
motivations for ensuring both were unique enough to stand out it was for
unique enough to stand out it was for
unique enough to stand out it was for this reason a Kandla tried to focus
this reason a Kandla tried to focus
this reason a Kandla tried to focus advertising around the authenticity and
advertising around the authenticity and
advertising around the authenticity and originality of coca-cola from urging
originality of coca-cola from urging
originality of coca-cola from urging customers to demand the genuine and
customers to demand the genuine and
customers to demand the genuine and accept no substitute
accept no substitute
accept no substitute Canela pushed the idea that only the
Canela pushed the idea that only the
Canela pushed the idea that only the real coca-cola would satisfy your thirst
real coca-cola would satisfy your thirst
real coca-cola would satisfy your thirst according to canler coca-cola was so
according to canler coca-cola was so
according to canler coca-cola was so popular that many others were trying to
popular that many others were trying to
popular that many others were trying to copy it because coca-cola was successful
copy it because coca-cola was successful
copy it because coca-cola was successful I had to come up with an idea that would
I had to come up with an idea that would
I had to come up with an idea that would make the product stand out from the
make the product stand out from the
make the product stand out from the copycats the product sole itself I just
copycats the product sole itself I just
copycats the product sole itself I just wanted to remind people it was one of a
wanted to remind people it was one of a
wanted to remind people it was one of a kind action of number three if it ain’t
kind action of number three if it ain’t
kind action of number three if it ain’t broke don’t fix it as entrepreneurs is
broke don’t fix it as entrepreneurs is
broke don’t fix it as entrepreneurs is important to be continually testing
important to be continually testing
important to be continually testing different aspects of your business try
different aspects of your business try
different aspects of your business try and get better results make sure though
and get better results make sure though
and get better results make sure though that you run your test on a small scale
that you run your test on a small scale
that you run your test on a small scale and it beats out whatever is working
and it beats out whatever is working
and it beats out whatever is working before we make a dramatic switch and how
before we make a dramatic switch and how
before we make a dramatic switch and how you run your business coca-cola
you run your business coca-cola
you run your business coca-cola executives in the 1980s would have done
executives in the 1980s would have done
executives in the 1980s would have done well to follow in the example of its
well to follow in the example of its
well to follow in the example of its founder in growing his company
founder in growing his company
founder in growing his company Chandler understood the importance of
Chandler understood the importance of
Chandler understood the importance of not messing with perfection as an
not messing with perfection as an
not messing with perfection as an increasing number of copycat beverages
increasing number of copycat beverages
increasing number of copycat beverages found their way into the market Kaler
found their way into the market Kaler
found their way into the market Kaler might have changed the shape of his
might have changed the shape of his
might have changed the shape of his bottle or altered his marketing message
bottle or altered his marketing message
bottle or altered his marketing message but he never once made the crucial error
but he never once made the crucial error
but he never once made the crucial error that his later successes would after
that his later successes would after
that his later successes would after creating the perfect drink he never
creating the perfect drink he never
creating the perfect drink he never again changed its secret recipe
again changed its secret recipe
again changed its secret recipe Chandler knew that an increase in
Chandler knew that an increase in
Chandler knew that an increase in competitive industry it was important to
competitive industry it was important to
competitive industry it was important to stand out and to keep his customers on
stand out and to keep his customers on
stand out and to keep his customers on their toes but he did not dare mess with
their toes but he did not dare mess with
their toes but he did not dare mess with what he saw as excellence
what he saw as excellence
what he saw as excellence after all it was not broke why fix it
after all it was not broke why fix it
after all it was not broke why fix it however coca-cola executives tried to
however coca-cola executives tried to
however coca-cola executives tried to replace the old with the new
replace the old with the new
replace the old with the new as a result of launching new coke the
as a result of launching new coke the
as a result of launching new coke the company’s market share tanked candle was
company’s market share tanked candle was
company’s market share tanked candle was proven right again changes sometimes bad
proven right again changes sometimes bad
proven right again changes sometimes bad especially when you try and change the
especially when you try and change the
especially when you try and change the perfect drink according the canler you
perfect drink according the canler you
perfect drink according the canler you can change the marketing but never
can change the marketing but never
can change the marketing but never change the drink
change the drink
change the drink keeping the coca-cola recipe secret
keeping the coca-cola recipe secret
keeping the coca-cola recipe secret meant it would always be unique ASA
meant it would always be unique ASA
meant it would always be unique ASA canler was a strong business person and
canler was a strong business person and
canler was a strong business person and aggressive when it came to all of his
aggressive when it came to all of his
aggressive when it came to all of his ventures but he believed personal wealth
ventures but he believed personal wealth
ventures but he believed personal wealth should benefit the community unheard of
should benefit the community unheard of
should benefit the community unheard of in his day he would challenge other
in his day he would challenge other
in his day he would challenge other wealthy business people to match
wealthy business people to match
wealthy business people to match everything he gave to charity
everything he gave to charity
everything he gave to charity a lot of his money went towards the
a lot of his money went towards the
a lot of his money went towards the building of wesley Memorial Hospital
building of wesley Memorial Hospital
building of wesley Memorial Hospital which is now known as Emory University
which is now known as Emory University
which is now known as Emory University Hospital Candler did a lot for education
Hospital Candler did a lot for education
Hospital Candler did a lot for education and is considered the founder of Emory
and is considered the founder of Emory
and is considered the founder of Emory University according to one story he
University according to one story he
University according to one story he would not associate with other
would not associate with other
would not associate with other businesspeople that did not share his
businesspeople that did not share his
businesspeople that did not share his point of view about giving back to the
point of view about giving back to the
point of view about giving back to the community the feeling was proven in
community the feeling was proven in
community the feeling was proven in public when he slapped one of the
public when he slapped one of the
public when he slapped one of the richest men in Atlanta at the time for
richest men in Atlanta at the time for
richest men in Atlanta at the time for not giving money to help expand Emory
not giving money to help expand Emory
not giving money to help expand Emory University this story ran in all the
University this story ran in all the
University this story ran in all the local newspapers and was front-page news
local newspapers and was front-page news
local newspapers and was front-page news for more than a week until the wealthy
for more than a week until the wealthy
for more than a week until the wealthy businessperson finally gave 12,500 to
businessperson finally gave 12,500 to
businessperson finally gave 12,500 to the University and did it publicly
thank you for joining me for another
thank you for joining me for another edition of modeling masters if you’d
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to leave it below I always like seeing
to leave it below I always like seeing those come in so thank you and we’ll see
those come in so thank you and we’ll see
those come in so thank you and we’ll see you on the next episode
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