'That shit will never sell': Baileys Irish Cream creator on how new brands can avoid failure
Most new product developments fail miserably. Over 95% of new products, each one carefully considered, logically developed, lovingly designed and meticulously researched, nosedive in expensive flames.
In a hazardous environment, it takes a tough and uncompromising personality to succeed. And David Gluckman, a maverick of distinction with a brain full of outrageous views to match, has succeeded more than most. David has dedicated his career to defying the glib claptrap (‘breaking paradigms’ and ‘thinking outside the box’) that peppers the world of NPD, controversially claiming: “I believe in decent groundwork and common sense. Most of my ideas originated inside the box.”
Source: The Drum
