Learning from failure is integral to innovation and success. And it’s best if it’s someone else’s. It’s a free lesson. And that’s exactly what Kyle Murray did with the epic failure back in the day of Crystal Pepsi. He dug deep to understand why it failed and how we can learn the most valuable lessons from their experience. We talked about how you should never assume customers understand the why behind your innovation, why out-innovating your customer is one the biggest traps you can fall into and what behavioral economics has to do with innovation. Kyle Murray is the Vice Dean at the Alberta School of Business and a Professor of Marketing. Kyle's Everyday Innovator style: Listen in! Use code ‘Tamara’ at checkout for discount