INTRODUCTION: THE MAGIC COFFEE MAKER
Early in 2015, we had a meeting with Keurig Green Mountain, the maker of single-serve coffee makers. The company, long considered the innovator in home brewing, had just released a brand-new version of its popular coffee maker and was in the midst of launching its new soda machine, Keurig “Kold.” Like every other consumer products company, Keurig was facing fickle consumers whose tastes were harder and harder to discern, but Keurig was trying hard to innovate and establish closer relationships with its best customers—as well as find new ones.
During our meeting, without realizing it, Keurig’s chief digital and information officer, Mike Cunningham, challenged us with a question that beautifully encapsulates ...
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