In the early 1980’s, the Coca-Cola Company was profoundly nervous about its future. Once, Coke had been far and away the dominant soft drink in the world. But Pepsi had been steadily chipping away at Coke’s lead. In 1972, 18% of soft drink users said that they drank Coke exclusively, compared to 4% who called themselves exclusive Pepsi drinkers. By the early 1980s, Coke had dropped to 12% and Pepsi had risen to 11%...