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Fri, 16 Nov 2012 10:00:00 GMT | By Max Nisen, Business Insider
15 lessons from the greatest business failures of all-time

Remember that nobody wants the ‘most efficient cigarette in the world’



R.J. Reynold's 'Premier' cigarettes were not popular with consumers. (© Eric Feferberg/AFP/GettyImages)
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Remember that nobody wants the ‘most efficient cigarette in the world’

R.J. Reynolds spent more than a billion dollars developing the "Premier," a cigarette that used a complicated system to make it cleaner burning and less toxic to smokers. Smokers hated it. It tasted strange, was hard to light, and made it more difficult to inhale. R.J. Reynolds created the world's most efficient cigarette that nobody wanted. 

The best leaders don't make assumptions about customers, they serve them. 

* Video: Should junk food carry the same warnings as cigarettes?

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