‘We had launch fever’: Taylors of Harrogate’s Dom Dwight on innovation gone wrong
Taylors of Harrogate strategy and innovation director Dom Dwight shares how an NPD mistake led the company to evolve its entire approach to innovation.
It can be hard to give up on something you’ve worked hard on, even when it’s not going the way you planned.
This is especially true when a business works for a long time behind the scenes on an innovation and is making a big bet. Taylors of Harrogate, which owns Yorkshire Tea as well as its flagship coffee brand, is one organisation which took this approach until fairly recently.
Strategy and innovation director Dom Dwight has spent 16 years at the business, serving as marketing director until the beginning of the year. While he explains the company has a culture and history of “greatness”, it has been evolving to ensure learning from mistakes is normalised.
This was something Dwight learnt the hard way when an innovation project went wrong.
