The first example of the book is about branding, and the case of Coca Cola in the Berlin Wall. Here we have an example of a short-term loss but a long-term investment. All the public who had drunk free Coca Cola would later consume Coca Cola over Pepsi. Moreover, during a trip to Cuba, trying to buy the most cheap cigars to take home, he discovered that everybody sold them at the same price because of communism. Further on an example is given on how some discoveries can be killed by money. Wheelan gave the example of somebody who discovered a plant to replace a medicine, so the drug company would lose a lot of money. Imagine someone finds an innovative and effective way to replace gas fuel (petroleum). Arabs would kill him!