Doomed Designs

Evan Davis uncovers the scarcely believable 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.

The extraordinary errors include changing the formula of one of the world's favourite soft drinks, launching a detergent so powerful that tests showed it shredded consumers' clothes, and pricing a certain car model too low. Evan extracts invaluable lessons from each misadventure in this riveting guide to what not to do in business.