X is Elon Musk’s New Coke

Nobody was clamoring for a new formula

“I’ve never been as confident about a decision as I am about the one we’re announcing today.” That’s what David Keough, the president of Coca-Cola, said on April 23, 1985, which was the day the company held a press conference at New York City’s Lincoln Center to announce the introduction of the company’s “New Coke.” Keough’s confidence was grounded in…