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A comedy of errors is only funny when it happens to someone else. Enjoy these tales of start-up blunders-but don't let them happen to you.

This story appears in the August 2000 issue of Business Start-Ups magazine.

Roberto Goizueta, by all accounts, was a swell guy-a philanthropist and a brilliant businessman. But his 1997 obituary, published in newspapers across the country, still made it clear: This was the man who came up with the idea for New Coke.

We're all entitled to mistakes. Goizuetta fixed his, three months later, and he left a fortune of $1.3 billion to his heirs; so after changing the Coca-Cola recipe in 1985 and then changing it back again, he probably didn't spend the rest of his life in complete misery.

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