Years ago, the executives at Coca-Cola decided to replace classic Coke with a new version of it. Tests seemed to suggest that the new flavor was favored by potential buyers over the time-tested Coke that had become a worldwide brand and a proven phenomenon. Coca-Cola went ahead and replaced it—took the classic Coke off shelves worldwide—amid great fanfare. The sales results were not good. In fact, it was a fiasco. But those same executives, committed as they were to the new product and having spent tens of millions of dollars on it, recognized “their way” was the wrong way. New Coke was
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