Why Did New Coke Fail?
They Fixed the Thing That Wasn't Broken
📜 What Happened
Losing taste tests to Pepsi, Coca-Cola changed its 99-year-old formula — backed by 200,000 taste tests showing people PREFERRED New Coke. The tests measured sips; they didn't measure identity. America revolted: 8,000 angry calls a day, hoarding, protest groups, lawsuits. Seventy-nine days later, 'Coca-Cola Classic' returned to national celebration — a senator announced it on the floor of Congress. Sales then surged past Pepsi anyway.
☠️ The Fatal Mistake
Perfect research answering the wrong question: they tested the liquid when the product was the meaning.
🧠 The Lesson (Free for You)
People don't buy what things taste like; they buy what things MEAN. Data is only as good as the question — and no focus group can measure what customers don't know they'd grieve.
📕 The Antidote Book
Why did Apple out-inspire technically superior competitors? Why did the Wright brothers beat the better-funded Langley? Why did Dr. King draw 250,000 with no invitations? Sinek's answer is the Golden Circle: WHY (the…
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