David Gluckman is a legendary brand innovator and the mind behind one of the world’s most iconic drinks—Baileys Irish Cream. From advertising in South Africa to developing global brands for Diageo, David’s six-decade journey is a testament to creativity, intuition, and daring to think differently. Today, through his book “That S**t Will Never Sell,” he shares invaluable lessons on product innovation, entrepreneurship, and staying true to bold ideas. Humans of Fuzia is honored to feature David’s inspiring story—a story that speaks directly to our 5-million-strong community of dreamers, doers, and changemakers working together under the mission of He for She and She for She.
Q: David, let’s start with your journey—how did it all begin?
David: I was born and raised in South Africa and began my career in advertising in the 1950s. After moving to England in 1961, I continued in advertising for several years before deciding to do something different. By the late 1960s, I wanted to help companies develop new brands, not just advertise existing ones. That decision shaped the rest of my career.
Q: You went on to create Baileys Irish Cream, the world’s best-selling liqueur. How did that happen?
David: I worked as a consultant for what eventually became Diageo, the largest drinks company in the world. During my 36 years with them, I developed brands across categories—whiskeys, gins, vodkas, and non-alcoholic drinks.
Baileys was born in just 45 minutes of brainstorming. When it was first tested, everyone said it would never sell. But we believed in it—and now it’s available in 165 countries and sells millions of cases a year.
Q: That’s remarkable. What inspired you to write your book, *That St Will Never Sell*?**
David: After retiring, I wanted to document my experiences and share the unconventional thinking that led to success. The title comes from a real reaction—someone once said those words after tasting Baileys for the first time! I thought it captured the essence of challenging conventional wisdom. The book is lighthearted, easy to read, and filled with real stories and lessons about innovation.
Q: You’ve worked all over the world, including India. What stands out to you about that experience?
David: I spent several years in India during the 1990s, setting up a drinks company called International Distillers India in Mumbai. We created a whiskey brand called Gilby’s Green Label and conducted focus groups across the country. It was a fantastic experience—I loved working with Indian people, and the energy and curiosity there left a strong impression on me.
Q: You’ve mentioned that your approach to product development is quite unique. What makes it different?
David: I believe in intuition over research. Modern marketing often leans heavily on data, but true innovation comes from human insight. If you test an idea and everyone loves it immediately, chances are it’s not new. Real innovation surprises people—it gives them something they didn’t know they wanted. That’s how Baileys and many other successful products were created.
Q: Who do you hope reads your book and learns from your journey?
David: Young entrepreneurs, startups, and marketing professionals. My book isn’t technical; it’s conversational and filled with real experiences. I’ve received incredible feedback from people who found it both practical and inspiring. I also offer free Zoom calls to readers who want to discuss their ideas or challenges. I enjoy sharing what I’ve learned with the next generation of innovators.
Q: You’ve accomplished so much. What keeps you motivated today?
David: My main goal is simple—to spread the message of my book as far as possible. I want people to see that creativity doesn’t depend on huge budgets or teams. I’ve worked most of my life as a one-man operation, proving that small ideas can make a big impact.
Q: What challenges do you face now, and how do you overcome them?
David: The biggest challenge for me, as an older individual, is navigating the digital world. Promoting a book online can be tough! But I stay active on LinkedIn, where I share insights and connect with young professionals. I’ve learned that persistence, adaptability, and openness to learning are key—no matter your age.
Q: Finally, could you share a motivational thought for our readers?
David: “If you test an idea and 90% of people like it, it’s probably no good.”
Innovation isn’t about giving people what they already know they want—it’s about showing them something new, something they didn’t even realize they needed. That’s where creativity truly begins.
David Gluckman’s story reminds us that groundbreaking ideas often start with disbelief. His journey from advertising to creating global brands shows how courage, curiosity, and conviction can transform simple concepts into cultural icons.
Connect with David Gluckman:
LinkedIn: https://www.linkedin.com/in/david-gluckman
