He illustrates the dilemma perfectly with a case study for how an upstart could compete with Coke. Logic would say offer a product with a lower price, a bigger size, and better taste. But a small, expensive can containing a horrible-tasting fluid known as Red-Bull once took the world by storm.
The book is full of examples where logic just isn't up to the task of solving business problems. And still I finished the book yearning for more!
I highly recommend the book to anyone remotely interested in this topic.
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