Evan Davis uncovers the astonishing inside stories of how some of the world’s most successful businesses have made monumental mistakes. With British business leaders, including Sir Richard Branson, Sir Martin Sorrell and Rita Clifton, Evan reveals how marketing and publicity plans can turn from clever ideas into commercial catastrophes. Company insiders give their own accounts of these very public blunders, including how best-selling soft drink Sunny Delight hit the headlines and fell from favour; why there was such a backlash to a blip in Apple’s usually faultless PR handling; and how Gerald Ratner managed to topple his jewellery empire with a few careless comments. Evan extracts universal lessons from each exceptional error in this essential guide to what not to do in business.
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