What must we do to make a billion Coca-Colas ago be this morning?

At The Coca-Cola Company, our publicly stated mission is to create value over time for the owners of our business. In fact, in our society, that is the mission of any business: to create value for its owners.

Why? The answer can be summed up in three reasons.

First, increasing share-owner value over time is the job our economic system demands of us. We live in a democratic capitalist society, and here, people create specific institutions to help meet specific needs. Business distributes the lifeblood that flows through our economic system not only in the form of goods and services, but also in the form of taxes, salaries and philanthropy.

Creating value is a core principle on which our economic system is based; it is the job we owe to those who have entrusted us with their assets. We work for our share owners. That is – literally – what they have put us in business to do.

Furthermore, we must always be mindful of the fact that while a healthy company can have a positive and seemingly infinite impact on others, a sick company is a drag on the social order of things.

medicine. But in the main, our share owners look to us to deliver sustained, long-term value. We do that by building our businesses and growing them profitably.

At The Coca-Cola Company, we have built our business and grown it profitably for more than 110 years, because we have remained disciplined to our mission.

The question we ask ourselves now is: What must we do to make a billion Coca-Colas ago be this morning? By asking that question, we discipline ourselves to the long-term view.

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