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Here is why you MUST innovate.

Sheep and cows Royal Crown Cola was once the leading soft drink company in the United States. Their product, RC Cola, was sold exclusively at drug store and diner soda fountains. When their competitors began bottling their soda pop RC held strong to their position at the soda fountains. Their idea that soda was to be enjoyed when freshly prepared in a social setting did not take advantage of innovation – and allowed their competitors to leave them behind in market share.

Today, all three soda companies have positioned themselves as hydration providers. They see their world as not providers of soft drinks but as the company to turn to whenever a consumer is thirsty,