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It's hard to breathe new life into something as old and ubiquitous as Coke, which is not to say people aren't trying. Five years ago Coca-Cola's design chief David Butler was given the mandate "We need to do more with design. Go figure it out," and since then he's been discovering the difference between great ideas that will never make it and doable ideas that humbly solve existing problems. Read the full tale here.

via businessweek