Poor Charlie's Almanack: The Essential Wit and Wisdom of Charles T. Munger · chapter 4 · id poor-charlies-almanack-c4-03-the-coca-cola-thought-experime

“The Coca-Cola thought experiment demonstrates that applying mental models from multiple disciplines can reverse-engineer a trillion-dollar business.”

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Poor Charlie's Almanack, 'Practical Thought About Practical Thought' chaptersource alive

Munger asks the audience to imagine being at Coca-Cola's founding and working backward from a $2 trillion total shareholder wealth creation goal using multiple disciplines.

Coca-Cola market capitalization datasource alive

Coca-Cola's market cap in 2025 is approximately $260-270 billion, not $2 trillion. The $2T figure represents total shareholder wealth created over the company's lifetime including reinvested dividends.

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