Take the folks at Coca-Cola. For many years, they were content
to sit back and make the same old carbonated beverage. It was a good
beverage, no question about it; generations of people had grown up
drinking it and doing the experiment in sixth grade where you put a
nail into a glass of Coke and after a couple of days the nail dissolves
and the teacher says: "Imagine what it does to your TEETH!" So Coca-Cola
was solidly entrenched in the market, and the management saw no need to
improve ...
-- Dave Barry, "In Search of Excellence"