Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can, Too)

Description

Clear and actionable, this book is a must-read for leaders, creatives and entrepreneurs. Tomorrow's business winners need two things- scale and agility. The answer to both is design. For over a century, The Coca-Cola Company has used design to scale its flagship brand to over 200 countries. And in recent years it has sustained that growth while becoming even more agile - something most established businesses struggle with. In Design to Grow, Coca-Cola's vice president of Innovation and Entrepreneurship David Butler gives an unprecedented behind-the-scenes look at Coca-Cola's design-led strategy for growth. He shows how any business can use the same approach to get to the next level. Clear and actionable, this book is a must-read for leaders, creatives and entrepreneurs. 'A handy blueprint for how any company can use design to stay ahead of the competition' The Times 'Reading Design to Grow has caused me to think differently about my company. I am confident it will do the same for how you think about yours' Tim Brown, CEO of IDEO

David Butler is the vice president of Innovation and Entrepreneurship at The Coca-Cola Company and is responsible for Coca-Cola's Accelerator Program designed to generate early-stage, high-growth startups. Under David's leadership, Coca-Cola has been awarded numerous design awards including the prestigious Grand Prix from the Cannes Lions International Advertising Festival among others. In 2009, David was recognized by Fast Company as a "Master of Design" and by Fortune for its 2013 Executive Dream Team. David is a member of the World Economic Forum's Global Agenda Council on Design and Innovation. Linda Tischler is an award-winning editor at Fast Company magazine where she writes about the intersection of design and business. She helped launch the web's largest design site, FastCoDesign.com.

What explains Coca-Cola's worldwide market dominance? David Butler and Linda Tischler argue that it's a result of attention to design details at every level of the organization, in every product line, in every country, by every employee. Whatever the size of your enterprise, you'll find in this book a master class in problem-solving, in cross-cultural marketing, and in decision-making -- Daniel H. Pink, author of TO SELL IS HUMAN and DRIVE Big and fast, complex and focused, large scale and agile. These seem like oxymorons in the world of business innovation. Using examples from the history of Coca-Cola, Butler and Tischler show how it is possible to embrace these tensions through the use of design. Reading Design to Grow has caused me to think differently about my company. I am confident it will do the same for how you think about yours * Tim Brown, CEO of IDEO * Butler has considerable insight and perspective to offer any business ... a worthwhile read * Elitebusiness * A handy blueprint for how any company can use design to stay ahead of the competition * The Times * [Design to Grow] is about how Coke uses design, not only to create packaging and retail shelving for retailers from Walmart to tiny African shops, but as a framework for its management practices and relations with suppliers and customers ... All this is in keeping with Coca-Cola's history of staying ahead * Financial Times * A rare look into the workings of Coke and how it has stayed ahead of the competition by remaining agile -- 20 business books to read this summer * World Economic Forum 'Agenda' *