Evan Davis uncovers the scarcely believable inside stories of how some of the world’s most successful businesses have made monumental mistakes. With top-flight British business leaders, including Sir Richard Branson, Sir James Dyson and Rita Clifton, Evan reveals how product design and manufacture can go horribly wrong, leaving customers in revolt and companies in crisis. Extraordinary errors include the story of how Coca-Cola bosses decided to stop producing the world’s favourite soft drink and replace it with ‘New Coke’; how Unilever came to launch Persil Power, a detergent so powerful that tests showed it shredded consumers’ clothes; and why the original Mini was priced too low. Evan extracts invaluable lessons from each misadventure in this riveting guide to what not to do in business.
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