Design to Grow
How Coca-Cola Learned to Combine Scale and Agility (and How You Can, Too)
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- £7.99
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- £7.99
Publisher Description
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
PUBLISHERS WEEKLY
Butler, Coca-Cola v-p of innovation and entrepreneurship, and Tischler, senior editor of Fast Company, are firm believers in the power of design to retain customers, foster innovation, and save companies from sliding into irrelevance. They aim in this book to help readers navigate a dual strategy: to scale like a big company and move with a startup's agility. According to them, incorporating design into every aspect of your work from product development to customer service is what will get you there. The book uses Coca-Cola as its main example, beginning with the company's 2001 decision to become a "total beverage company." However, their drive toward providing more varied options to consumers initially floundered, since the company's approach had always been based on having a simple, memorable brand. Butler's efforts, following his 2004 arrival at Coca-Cola, focused on expanding the versatility of the Coca-Cola brand. Drawing on this experience, he and Tischler walk readers through how to design for agility and speed. Though the tone is chatty and friendly, the overall result is unsatisfying and too often reads like an ad for Coke.
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