Exclusive book excerpt: In the trade-off between quality and convenience, the coffee juggernaut fell into the trap of becoming too familiar.
In this adaptation from his new book, Trade-Off: Why Some Things Catch On, and Others Don't (Broadway Books), author Kevin Maney explains the tension between two key qualities and how a great brand got caught in a no-man's-land between them.
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Thursday, September 24, 2009
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