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In 1567, an Ottoman court physician assures Sultan Selim II that the grape liquor he adores is harmless. A few years later, the Sultan’s liver gave out. The doctor no doubt knew that contradiction in that court could be fatal. In 1985, Coca-Cola executives ask focus groups whether a sweeter, “modern” formula would be a welcome change. Nudged by the framing, participants smiled and nodded.…
In 1567, an Ottoman court physician assures Sultan Selim II that the grape liquor he adores is harmless. A few years later, the Sultan’s liver gave out. The doctor no doubt knew that contradiction in that court could be fatal.
In 1985, Coca-Cola executives ask focus groups whether a sweeter, “modern” formula would be a welcome change. Nudged by the framing, participants smiled and nodded. The company took that as truth. New Coke launched with confidence and was pulled in humiliation.
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