Chiropractic our Mission and Commitment


As an owner of the great American icon .. Coca-Cola, I was impressed with their 
initial packet which is sent to each new shareholder. Within this packet is a booklet 
entitled Our Mission and Our Commitment. They clearly want each of their 
shareholders to be part of their mission and their commitment towards future growth 
and prosperity. The intention of this Chiropractic Philosophy book is to outline ... in the 
fashion of Coca-Cola ... our Chiropractic Mission and Commitment. Italics are from the 
Coca-Cola Mission and Commitment Booklet.

"...We now rededicate ourselves to our mission and pledge our commitment to it. Only 
then will we be able to approach our daily tasks with the proper focus. Actions taken 
in line with that focus will further sharpen it and produce the ambitious results we 
demand of ourselves. This document articulates our mission and commitment with 
more clarity and precision than ever before. If we understand and embrace it, the 
results of our actions will make us emerge from the challenging 1990's far stronger than 
we are today.¾
Roberto C. Goizueta, Chief Executive Officer and Chairman of the Board of Coca-Cola 
February 1994:

The above statement was written for us as well. We must dedicate and be dedicated 
to our professional and personal goals of increased community wellness with 
chiropractic. Our reach has to be long and great as there are too many who have yet to 
be touched by chiropractic. Outlines and ideas must be formulated and acted upon as 
we grow in awareness and credibility. Selected fields within our parameters will be 
enhanced with  further results and research. We¼ll expound upon this mission 
statement and others as we express and progress this great idea .. Chiropractic .. 
which has already arrived. With your help it will blossom to fruition and everlasting 
awareness for generations yet to come.

Our Mission:
„We exist to create value for our share owners on a long-term basis by building a 
business that enhances the Coca-Cola Company¼s trademarks. This also is our ultimate 
commitment. As the world¼s largest beverage company, we refresh that world. We do 
this by developing superior soft drinks. In creating value, we succeed or fail based on 
our ability to perform as worthy stewards of several key assets:

1: Coca-Cola, the world¼s most powerful trademark, and highly valuable trademarks.
2: The world¼s most effective and persuasive distribution system.
3: Satisfied customers, who make good profit selling products.
4: Our people, who are ultimately  responsible for building their enterprise.
5: Our abundant resources, which must be intelligently allocated.
6: Our strong global leadership in the beverage industry in particular and in the 
business in the world.  Roberto C. Goizueta, Chief Executive Officer and Chairman of 
the Board of Coca-Cola February 1994:


Can you see it .. can you feel it? The words and phrases are truly Chiropractic. We 
provide value to each and every shareholder of our product called .. Life. We are the 
stewards of the vessel called the body and we live or die upon it¼s ability to express .. 
Life. There is no larger service than to assist in reducing interference to it .. Life! 

Is there a higher commitment to the power that created this body than to assist in 
doing less and by so doing increasingly more. We, the people, are ultimately 
responsible for building this bridge between our frail shell and the ultimate power that 
created us. It thrives in abundant levels ... it¼s innate levels of energy an abundant 
resource ... allowing us to thrive and grow in ever increasing abundance. We, 
chiropractors, are the guardians .. the only guardians .. of this special gift .. Life and 
Health. This is our trademark. We and we alone are the leaders in an industry beset 
with failure and crisis. If your thirst for more and your greed to hold fast to the flame is 
strong, then you have arrived at your moment of truth. If you can leave behind what 
you conceive as true and begin a journey of awe and respect of what little you know .. 
then you are welcomed aboard.  As a philosophical chiropractor you must first respect 
what little intellectual .. educated .. mind you have and give in to Innate. Mere words? 
.. This is your life long mission and commitment. 

1: Our Trademarks:

„We create demand by continually expanding the relationship that bonds our 
trademarks, principally Coca-Cola, with the 5 billion people on this planet. Everything 
we do must strengthen that bond, and we will utilize every available resource to 
expand the value of our trademarks in hearts and minds of our consumers.

Ä We will continue to make our trademarks, especially Coca-Cola , the most 
recognized, most powerful commercial symbols in any market where they are present.

Ä We will continually strive to enhance every aspect of product and package quality.

Ä We will continually expand and brighten our trademark presence.

Ä We will always communicate advertising messages that bond with our consumers.

Ä We will never hesitate to adjust our product line to keep Coca-Cola trademark strong, 
pervasive and present,  as such adjustments may become necessary due to changes in 
the desires and needs of our consumers. In doing this, we will never compromise the 
integrity of our core trademark and all for which it stands.¾

What is our Chiropractic trademark? Can we strive to continually evolve with the 
changing health care climate? Will we be passive in communicating the message of 
Life and Health rather than Sickness and Disease? Will be strive to expand our 
trademark .. and keep our future bright? What is our by product? It¼s increased 
personal performance .. increased potential .. increased immunity, wellness, 
homeostasis and decreased sickness, pain and disease. What more can a mortal wish 
for?


2: Our Global Distribution System: 

„We fulfill demand by creating and leading the production and distribution systems 
best capable of delivering our products to the consumers who sell them and the people 
whoi buy them. We value every component of our enterprise, and we depend on each 
one to reach our consumers. We will continually evaluate and enhance our relationship 
with every link in our system, increasing the opportunities to fulfill consumer needs as 
efficiently as possible.

Ä Our realtionship with our bottlers and distributors will be defind by their desire and 
ability to strengthen our relationship with the people who buy our products. We will 
always help our bottlers serve our customers and consumers effectively and efficently.

Ä Our relationship with suppliers to our system mustinvolve them as an integral link in 
the value-adding process.

Ä Our relationship with the communities we serve must be of a kind that makes ther 
Coca-Cola system a stand-out citizen of those communities.¾

Do we have global and universal reach within Chiropractic? You bet. Each and every 
one from the poorest to the wealishiest soul requires and yearns for a supply of 
nervous energy .. a collaboration of oneness ..  coordination of a distribution center 
destind to supply creative and supportive intelligence, energy and matter. 

3: Our Customers:

„We fulfill demand by assiduously building and maintaining relationships with our 
customers that are mutually benficial and that ultimetely transalate into competitive 
advantage. 

Our  relationship with our customers must continue to evolve. We cannot allow 
ourselves to be limited to the role of mere supplier, but must instead make sure every 
customer views as a  a partner in the creation of value for them.

We will do this by inventing and reinventing ways to provide customer service and by 
developing value-added activities that enhance customer proffitability.¾

Our Patients: we must continue to build the bridge that binds us together. We must 
link the innate energy from source to source to envelope the oneness that is us. 
Collectively, we chiropractors must form a relationship that continues to evoilve into a 
more perfect union of thought and deed to assist the energy that wishes to be free. We 
do not have to invent and re-invent the creation .. the innante forces that evolved over 
eons has been true and pure from day one to many tomorrows. Our mechanistic 
evolution of postural stress has produced road blocks and interference. Just let be and 
go with the flow. Stand clear and let innate flow from oneness. We cannot limit 
ourselves to a principal based on methodology, instead we must be partners in the 
common thread of truth.