Design to Grow
How Coca-Cola Learned to Combine Scale and Agility (and How You Can, Too)
Published on 26. February 2015
Book
Paperback/Softback
256 pages
978-0-241-19837-7 (ISBN)
Description
In Design to Grow, Coca-Cola's vice president of Innovation and Entrepreneurship reveals the megabrand's innovative approach to business through design.
Scale and agility are essential to every company's success. But large established businesses are in danger of not being able to adapt quickly enough, while even the most nimble startups fail due to their inability to scale. Tomorrow's business winners will be the ones who know how to combine the two.
For over a century, The Coca-Cola Company has used design to scale its flagship brand to over 200 countries. But the company is still learning. Over the last decade, it has focused on mastering how to use design to create agility - 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 the company's design-led strategy for growth. Writing with Fast Company's Linda Tischler, he shows how any business can use the same approach to get to the next level.
Clear and actionable, Design to Grow is a must-read for managers in large corporations as well as for entrepreneurs just getting started.
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.
Scale and agility are essential to every company's success. But large established businesses are in danger of not being able to adapt quickly enough, while even the most nimble startups fail due to their inability to scale. Tomorrow's business winners will be the ones who know how to combine the two.
For over a century, The Coca-Cola Company has used design to scale its flagship brand to over 200 countries. But the company is still learning. Over the last decade, it has focused on mastering how to use design to create agility - 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 the company's design-led strategy for growth. Writing with Fast Company's Linda Tischler, he shows how any business can use the same approach to get to the next level.
Clear and actionable, Design to Grow is a must-read for managers in large corporations as well as for entrepreneurs just getting started.
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.
Reviews / Votes
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' * Refreshingly enjoyable ... captures the uncertainty of Coca-Cola's early days and the entrepreneurial spirit of its distribution strategy, as well as offering engaging anecdotes * South China Morning Post *More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Penguin Books Ltd
Target group
Professional and scholarly
College/higher education
Dimensions
Height: 234 mm
Width: 153 mm
Thickness: 18 mm
Weight
336 gr
ISBN-13
978-0-241-19837-7 (9780241198377)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
David Butler | Linda Tischler
Design to Grow
How Coca-Cola Learned to Combine Scale and Agility (and How You Can, Too)
E-Book
02/2015
1st Edition
Penguin Books Ltd
€9.49
Available for download
Persons
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.