smelling the coffee

Stop lying, stop cheating, and stop insisting that every single person in the world drink Coca-Cola ten times a day. Consumers have the right to keep Coca-Cola out of the elementary schools. Coca-Cola does not have the right to sell it there. And the right thing for Coke to do is not sue people to get into the schools, but invent a new product, a healthy product, a remarkable product that makes consumers’ lives actually better, and wait for people to say we’d like to sell it in schools. And they could do that, they just have to acknowledge the fact that Coke’s not going to grow the way it used to.

seth godin, author of permission marketing in today's economic times