What Product Managers at Pepsi Got Wrong But You Won't

A new product release can be intimidating for product managers and marketers, as even experienced organizations like Pepsi have seen such new product releases fail, causing confusion among customers. Kyle B. Murray, the Vice Dean and Professor of Marketing at the Alberta School of Business, shares a simple yet powerful concept that both product managers and marketers must understand. The concept is to avoid confusing customers when introducing new products, and to provide them with a reason for the change. In an interview, Murray explains why Pepsi's release of Crystal Pepsi failed, and what other companies can learn from this. Product managers should be aware of the anxiety that comes with change, and use enablers to help bridge the gap between the familiar and unfamiliar.