How is sensitive data protected?

All documents are encrypted with AES-256-GCM at rest and TLS 1.3 in transit. A GDPR anonymization layer removes PII before any AI processing. Your data never leaves our SOC 2 certified infrastructure.

How long does integration take?

Less than 30 minutes. Upload documents directly, connect via OAuth for Slack, or use our REST API for bulk processing.

How does outcome tracking work?

Outcomes are detected automatically from follow-up documents, Slack messages, and web intelligence. You confirm with one click. Each reported outcome makes your future analyses more accurate.

How is Decision Intel different from ChatGPT?

ChatGPT gives one opinion from one model. Decision Intel uses 3 independent judges for noise measurement, a 20×20 bias interaction matrix for compound scoring, 31 domain-specific biases, and an outcome flywheel that gets smarter with every decision.

All case studies

FailureRetail1985

The Coca-Cola Company

New Coke Reformulation Disaster

Estimated impact: $30M+ in marketing costs; temporary market share loss (ultimately recovered)

F30

Decision Quality Index

Critical — 5 biases detected, 2 toxic combinations

Coca-Cola replaced its 99-year-old formula with "New Coke" based on blind taste tests showing preference for a sweeter formula. Consumer backlash was immediate and fierce. The company reversed course within 79 days, reintroducing the original as "Coca-Cola Classic."

Decision context

Whether to replace the world's most iconic beverage formula based on taste test data, without accounting for brand attachment, nostalgia, and cultural identity tied to the original product.

Deep hindsight-stripped analysis coming soon. This case is part of our ongoing backfill to reconstruct what the platform would have flagged at decision time. The summary and bias profile below are drawn from primary sources.

Biases present in the decision

Anchoring Bias★ Framing EffectOverconfidence BiasConfirmation BiasSelective Perception

3D Decision Knowledge Graph

The Coca-Cola Company — 5 biases, 2 toxic combinations

Drag to rotate · Scroll to zoom · Click to explore

Decision

Critical

High

Medium

Toxic

Bias Intensity Profile

Severity × confidence across 5 detected biases

Toxic combinations

Echo Chamber
Blind Sprint

Reference class base rates

Across all 146 curated case studies in our library:

90%

base failure rate

10%

base success rate

Lessons learned

Framing the decision as a taste preference ignored the emotional and cultural relationship consumers had with the Coca-Cola brand
Blind taste tests measured sensory preference in isolation but failed to capture the holistic brand experience
The speed of reversal (79 days) showed the company could correct course, but the damage to trust was real

Source: Thomas Oliver, "The Real Coke, The Real Story" (1986); Coca-Cola Company archives (Case Study)

Pilot slots available

See what we'd flag in your next strategic memo.

Upload a strategic memo or board deck. Get the same bias audit you just saw for The Coca-Cola Company, on your own high-stakes call, in under 60 seconds.

Try the Demo — Free Request a Pilot

Or leave your email, we'll run a strategic memo of your choosing and send the readout within a business day.

Ready to audit your own memo right now? Create a free account →

Related cases in Retail

Catastrophic failure2017

Toys "R" Us

Toys "R" Us Bankruptcy

Catastrophic failure2018

Sears Holdings (Sears/Kmart)

Sears Holdings Collapse

Catastrophic failure2023

Bed Bath & Beyond

Bed Bath & Beyond Bankruptcy

Lessons learned

Framing the decision as a taste preference ignored the emotional and cultural relationship consumers had with the Coca-Cola brand

Blind taste tests measured sensory preference in isolation but failed to capture the holistic brand experience

The speed of reversal (79 days) showed the company could correct course, but the damage to trust was real