> [A lever is] Stimulation through sugar or caffeine > Second, we’ll add both sugar and caffeine, as coffee and tea have long proven this combination to be suc

> [A lever is] Stimulation through sugar or caffeine > Second, we’ll add both sugar and caffeine, as coffee and tea have long proven this combination to be successful. That tells me the author didn't really understand the origin of Coca-Cola (which suggests this is a post-hoc rationalization). The original Coca-Cola formula included cocaine from the coca leaf. According to Wikipedia, "Coca-Cola once contained an estimated nine milligrams of cocaine per glass. (For comparison, a typical dose or "line" of cocaine is 50–75 mg.[71]) In 1903, it was removed." And WP points out to https://en.wikipedia.org/wiki/United_States_v._Forty_Barrels_%26_Twenty_Kegs_of_Coca-Cola https://en.wikipedia.org/wiki/United_States_v._Forty_Barrels... which says that after cocaine was removed, "to compensate, the company had increased the amount of caffeine". It helps if your the stimulants you sell are addictive. Also, no mention of Pepsi's growth and challenge to Coca-Cola and the Cola Wars, except an aside mention of "New Coke." Were Pepsi #1 in the market now, I'm guessing the article would be about how to start Pepsi as a way to overtake an existing market.