The Failure of 'New Coke' Is a Helpful Lesson for EngineersThe Failure of 'New Coke' Is a Helpful Lesson for Engineers

Dave Palmer is a licensed professional metallurgical engineer, specializing in failure analysis and materials selection. He lives in Waukegan, Illinois, and works as a metallurgist for a major marine engine manufacturer. He holds a BS in Materials Science and Engineering from the Illinois Institute of Technology, and is completing his MS thesis at the University of Wisconsin-Milwaukee. When not working or spending time with his wife and two teenage daughters, he teaches a U.S. citizenship class for legal permanent residents. He can be reached by email at [email protected].