10 years ago, at university (management studies), our class could chose between reading this book, or a book written by a Coca-Cola CEO. For me the choice was

10 years ago, at university (management studies), our class could chose between reading this book, or a book written by a Coca-Cola CEO. For me the choice was simple and I enjoyed learning about Jeffrey Sachs' ideas to end poverty. Somehow though, every other student read the Coca-Cola CEO's book. To this day, I am puzzled why people prefer reading about a guy that helps sell sugar water instead of an economist's solution to world poverty.