In 1919, Candler sold the company to Ernest Woodruff for a hefty $25 million. Subsequently in April 1923, Woodruff's son Robert became president of Coca-Cola. The boss, as he came to be called would soon make the name Coke virtually synonymous with that of America around the world. Yet this dominant figure worked behind the scenes in relative anonymity. He had even hired public relations personnel to keep his name out of the newspapers and told the publisher of The Atlanta Constitution that he did not want to see his name in that paper again unless he was convicted of rape. Interestingly, a plaque on his desk read, "There is no limit to what a man can do or where he can go if he doesn't mind who gets the credit", a saying that perhaps no other corporate president before or since has endorsed. With his fedora, and a cigar permanently jutting from his teeth, he led the company through the strength of his personality. ^[7]

Even to his closest associates, Robert Woodruff remained much of an enigma. Standing at an even six foot, his commanding presence made him seem much larger than life as he chewed on his ever-present cigar whilst silently assessing a room he had just entered. Without a doubt, Robert Woodruff had an indescribable presence, magnetism. For this reason, Coca-Cola men would do seemingly almost anything to win his favor and have since demonstrated fanatical loyalty over the years. Yet,...