Guinness’ marketing department commissioned the Programme because they recognised that the company needed an innovation injection. Several levels of the business required fresh ideas – it had to be shaken out of a tendency to rely on old formulas. Guinness was confronted by market related disruption with a decline in the UK beer industry.
The business needed to generate agreement at various levels. New product development deserved a significant portion of time and resources. Once it had achieved this, the business was in need of an entirely new approach to product development. Finally, Guinness wanted tangible new product and distribution ideas, fast. The dip in the industry contributed to the urgency for new ideas and new approaches.