A Shop in Soweto Township. Image credit: Nick Gripton
This is a much-used quote attributed to the late Henry Miller from his book The Air-Conditioned Nightmare.
I don’t know exactly why it’s quoted so often. I’ll need to read the book. But just imagine for a moment a world without Coca-Cola. Or, if that’s too much of a stretch for you, imagine Africa without Coca-Cola. Now hold that image for a moment and imagine someone coming up with the idea that every village in Africa should have Coca-Cola. Most people would think that this was a crazy idea. The majority would dismiss the notion as silly while a minority would challenge the idea with comments like:
- Do you know how much a glass bottle of Coca-Cola weighs? Who is going to carry it there?
- Do you know how much it costs to make a Coca-Cola bottle? The bottle would have to be returnable. How on earth are you going to get the bottle back?
- Coca-Cola is a beverage. People will drink it. How are you going to guarantee quality and ensure they don’t get sick?
- Who would want to buy a brown fizzy drink?
- And so on. Add your own challenges.