Here's what we cannot do. We cannot be the hippest person in the room. We cannot ever sneer at those who don't know as much about culture as we do. We can't ever pull rank. We cannot imagine ourselves as the only ones who "get it." We cannot complain that everybody else is clueless and insensitive.
On Coke's "smart" vending machine, which would allow pricing changes based on various factors (and which was used to raise prices as attendees left a ballpark):
Coke could use the new machine not to charge more, but to charge less. Charge less when it's really hot outside...as an act of sympathy. Charge less when the team does badly...to share defeat. Charge less when the team does well...to celebrate the win.
On brainstorming sessions (via Denise Fonseca, Director Global Business and Consumer Insights @ Coke):
There is one rule in this room: No no's. You may not contradict, dispute, or disagree with the things you hear here... When I hear you contradict, dispute, or disagree, I am going to pelt you with an M&M.