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...ready-to-drink tea category like a heavyweight bout, and he plays the role of the trash-talking underdog. He dismisses Lipton (made by Pepsi and Unilever) and Nestea (a Coke-Nestlé partnership) as "garbage." His advice to Coke: "Fire those people [the marketing executives]. Put them on a truck, and run them south. They're out there covering their asses." Vultaggio gloats about the fate of Snapple, once a proud independent like Arizona, that was swallowed and spit out by Quaker Oats and is now part of Cadbury-Schweppes. To its owners, he says, Snapple is "not even worth...
Vultaggio is the blue-collar anti-CEO, a former truck driver and Brooklyn beer distributor who, with innovative packaging and consumer-friendly pricing, has built Arizona into the fastest-growing major bottled-tea brand in the country. And he has done it on his own terms, dismissing the conventional wisdom about management (chairmen schmooze; they don't reorganize warehouses in the middle of the night), finances (entrepreneurs sell out or go public as soon as they can) and marketing (consumer companies spend at least a few bucks on advertising to consumers) along the way. "Don came up from the bottom...
Vultaggio found his next business, iced tea, through his most trusted adviser: his gut. On a frigid February day in 1990, a Snapple delivery truck interrupted his sales pitch with a lower Manhattan store owner. "I'm knocking myself out trying to get a five-case order of beer, and this guy is taking 100 iced teas," Vultaggio says. "What am I doin'? I said, I gotta go into the tea business." That was his million-dollar focus group. "Yeah, I was focusing," he says. "Wow, that...
...faced with imminent disaster, you'll spend precious time asking, "What was that?" It's called the cognitive imperative, the uniquely human, hardwired instinct to link cause with effect that gave us a vital evolutionary advantage over other animal species. After all, the noise could be just a passing truck and nothing to lose precious sleep over. Delineating how we react to an earthquake is just one example of the cognitive imperative described in Six Impossible Things Before Breakfast, British scientist Lewis Wolpert's enquiry into the evolutionary origins of belief. If the theme sounds familiar, that's because...
...water. The streets were once lively with Mandingo shops; now much of Kakata is burned and looted. Any Mandingo who did not manage to escape was "killed like a chicken," boasts a rebel. Every morning hundreds of people gather alongside the road, waiting for the occasional bus or truck to take them east to safety. If they are lucky, they will join 300,000 other refugees who have fled this war. "Doe started the killing 10 years ago," says an old man waiting with his family. "Who will stop...