As part of their career study unit this year, 7th grade students at Arlington's Haller Middle School were asked to write letters to business and professional leaders to find out more about their field of work. Students could write to anyone, from professional athletes to astronauts, as long as they were not members of the student's own family.

Ryan Frederick chose to write a letter to Joth Ricci, president and CEO of Jones Soda, a popular northwest beverage company that distributes unique flavors that are favorites of teens. Imagine Ryan's surprise when Ricci not only replied, but offered to visit Haller to speak to the students.

"This is a rare opportunity to hear from someone who runs a successful worldwide company speak to students about the skills needed for today's global market," said 7th grade reading and writing teacher Cory Kiehn. "Students will hear how basic hard work can work in their favor."

When Ryan heard that his letter-writing was successful, he confessed that he "screamed like a little girl."

"My uncle is president of Amazon.com, but we couldn't write to relatives," Ryan explained. "But I wanted to shoot big, go for a CEO. I was looking in my closet and saw my collection of Jones Soda bottles, and decided that's where I'd try."

Ricci was greeted by enthusiastic students at the Arlington school at 9:30 a.m. on Friday, June 5. The youthful CEO expressed his own excitement about the opportunity to speak to the kids.

"That's my consumer right there," he said, gesturing to the middle schoolers waiting on the gym's bleachers. "This gives me a chance to really interact with the people who buy my product."

With only a few notes captured on two small pieces of paper, Ricci started his presentation by surveying the teens on their favorite Jones Soda flavors.

"Who likes Berry Lemonade?" he asked, then watched as hands flew up into the air. "What about Crème Soda? Green Apple?" The kids enthusiastically responded by waving their arms and yelling approval.

Ricci spoke briefly about his own background. The son of teachers, he had planned to embark on a teaching career himself, but was drawn into the world of business by an opportunity to work at Johnson & Johnson. Over the next ten years, he was able to travel and gain valuable experience about consumer products.

"It's important to take every opportunity to experience new things," Ricci told the students. "You may not always be successful, but you can always learn something."

A native of Oregon, Ricci's job with Johnson & Johnson had required a move to Philadelphia. Once his children approached school age, he and his wife decided they wanted to move back to the northwest. He took a job with Columbia Distributing in Portland and accepted a new challenge to overhaul the company.

After a few years with Columbia, he was recruited for the top job at Jones Soda. While Ricci is a big believer in the value of education and experience, he also chalks up his success to a positive attitude.

"There's one word that I always have up on the white board in my office," said Ricci, "and that word is 'attitude'. It's the one thing you have control over, and the one thing that will make a difference every single day. In fact, I erase the word and re-write it every week, so I don't forget about it."

Even working for a great company like Jones Soda has its challenges, Ricci said. "The economy is hard, but a great attitude will help you get through those down times."

The CEO also talked to the kids about the importance of treating others well.

"You have to follow up, treat others with respect," he advised. "It's all part of that great attitude that leads to success."

Ricci's rule of thumb for job-seekers was also succinct. "Put a smile on your face," he said. "That is your biggest asset when you're going for an interview, no matter what the job is."

The seventh-graders were enthralled throughout the presentation and, when it came to go back to class, they were treated to caps, T-shirts and other Jones Soda swag.

"This is so awesome," said a grinning 7th grader. "I can't wait to show my older brother."