- “The chairman of Coca-Cola once said, ‘If every truck, warehouse and bottling plant we own burned to the ground tonight, and if every bottle and can of Coke on store shelves in the world was emptied in the fight to put out the fires, it would not diminish the value of our company by one cent. The value of our company lies in the hearts, minds and intentions of our employees, and in the goodwill we have built with our customers of the years.”Beating the Midas Curse, by Perry L. Cochell and Rodney C. Zeeb, Page 131