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‘You’ve got to self-disrupt’: Diageo on launching an innovation team that doesn’t create new products
Diageo launched its breakthrough innovation team last month, which will focus on creating innovation beyond “liquid in a bottle”, something that director Guy Middleton says is crucial for its growth.
Diageo is on a mission to innovate beyond “liquid in a bottle” as it looks to drive business growth and future value for the business.
As part of this drive, the company launched a new team dedicated to ‘breakthrough innovation’ last month, but creating new products will not be on the agenda.
Diageo must “think differently” to meet the challenges of the future, says head of the team, global breakthrough innovation director, Guy Middleton.
