How I failed: the non-alcoholic drink which got pulled from the shelves, with Richard Clark, Founder of Drynks
Secret Leaders
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The Importance of Belief in a Product
I am Press was more like a shandy than a spirit containing fruit and non-alcoholic beer. Richard got a team together for I am Press and they were given 18 weeks to bring the new drink to market. Timing was tight and they had to develop an entirely new way of making drinks. And if you are not clear on what I am Press was, don't worry, that was part of the problem. It was my error, my error for not challenging the owner, saying this isn't going to work.
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