Goizueta did not fit the historical profile of corporate executive ranks. The Coca-Cola Company was founded and headquartered in the southern United States, and its management was top-heavy with Southern gentry. Conversely, the cigar/cigarette-smoking Goizueta spoke English as a second language, though he became an United States citizen in 1969. Nonetheless, he was well-bred, well-educated, and well-thought-of. Most of all, he had drive and integrity, and his style caught the attention of Robert Woodruff, then-head of the Coca-Cola Company. He offered Goizueta the CEO position in 1981, an offer which was modestly but enthusiastically accepted. Although Goizueta had virtually no experience in marketing, a necessary skill to lead a major company, he did hold one advantage over other vice presidents who were considered. From his years in the technical division, Goizueta had "the knowledge." He was reportedly only one of two people in the company who knew Coke's secret formula.
Formula For Success
Even before Goizueta was offered the CEO job, he had outlined his perception of its duties in a two-page paper, along with another outlining his vision for the company's future and his objectives for making such vision a reality.
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