1. Imagine you are watching this interchange take place between a young executive and three senior executives in the CEOs office of the PepsiCo corporate headquarters in Harrison, New York (USA)

The Scene: Corporate headquarters of PepsiCo.

A young executive is gesturing excitedly as three more senior executives listen attentively. The CEO sits at their desk, swiveling occasionally in the chair while listening carefully to the conversation.

Young Executive,acting a bit proud to be there

It started with a telephone call. I agreed to meet with a former employee of Coca-Cola at his request. We met and, lo and behold, he offered me the "secret formula."

Senior Executive #1,cautiously

Let me be sure I understand. You received a call from someone who said he used to work at Coke, and that person was requesting a face-to-face meeting. Correct?

Young Executive,quickly and proudly

Right!

Senior Executive #1,with a bit of challenge

Why? Why would you meet with someone who said he just left Coke?

Young Executive,tentative now

Well . . . I . . . uh . . . It seemed like a great chance to get some competitive information and maybe even hire someone who really knows their strategies.

Senior Executive #2

So, what happened next?

Young Executive,excited again

Well, after just a minute or two conversing, he said that he had the formula!

Senior Executive #2

And . . .?

Young Executive,uncertain all of a sudden and now speaking softly

He said it was "for sale."

Senior Executive #3,with a bit of edge in their voice

So, what did you say?

Young Executive,looking down and moving slightly backward

I said that I'd take it "up the ladder." I'm supposed to call him back . . .

CEO,breaking into the conversatio

And we're glad you did "bring it up the ladder," as you say. But now that you have, what do you propose we do about this opportunity to buy Coke's most important secret?

As CEO speaks, all of the senior executives look in the direction of the young executive.