With new product development, the casualties are high, and hit rates low. But the team learns so much about its company, its values, and its honest opportunities for growth, more than they ever could from traditional forms of assessment. So I’ve chosen to share one of our Diageo hits below - Johnnie Blonde (on shelves now), targeting Gen Z’s sweet tooth and summertime sipping - alongside a selection of noble failures on the path to enlightenment; a small sample of the hundreds of good-to-great-but-not-quite-right brands born from our collaborative client workshops. A nice little reminder that ideas are an endless resource.