It's one of the biggest fails in business history — New Coke. You might think you know the story. A classic brand foolishly replaces its classic product, and customers rebel. But contrary to popular belief, New Coke was a great idea and a great product - even if it was a huge marketing disaster. It's all down some common psychology traps that Coke fell into (and you could, too). Join me today as I unpack the psychology and behavioral science behind NEW COKE's failure - what you can learn from its missteps, how you can avoid its biggest psychological mistakes.