A Better Course

One strategic direction after another — many of which seemed unlikely at the time — was embraced with vigor and intensity by Jobs, and his ability to at least briefly convince others that it was right and certain to work (using his famous reality distortion field) is interesting and impressive. But in many ways, I am more impressed with Jobs' ability to quickly drop an old strategy when there was good evidence it was failing

"one category Coke loose on hands down is consumer feedback. Now, many brands are bad at this. But boy oh boy oh boy, Vitamin Water have plumed new depths. This is a Titanic-esque sinking of brand goodwill." — a terrible response to a complaint letter to Coke