How to let your customers' money grow your business
In this extract from his book, The Customer-Funded Business, John Mullins explains how businesses can grow without having to look for venture capital
Imagine this. It was 1995, and the Coca-Cola Company had just re-entered India after an aborted earlier effort, this time by acquiring the maker of Thums Up, India’s leading cola.
Along with the deal came a thick book describing each of the Thums Up bottlers’ territories in plenty of legal jargon, but without a single map. Coke needed a way to find and understand its newly acquired territories.
Alas, no one had maps...
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