“The Wind and the Sun were disputing which was the stronger. Suddenly they saw a traveler coming down the road, and the Sun said: “I see a way to decide our dispute. Whichever of us can cause that traveler to take off his cloak shall be regarded as the stronger. You begin.” So the Sun…

Always plan ahead. Years ago Nestle became the company responsible for forming coffee culture in Japan. It started with an idea and conversation between the Nestle execs and a French marketing consultant, Clotaire Rapaille. Long story short: Nestle wanted to sell coffee (now known as Nescafe) in Japan. But Rapaille stopped them from unsuccessfully breaking…