Coca-Cola's innovation chief explains their unique business design strategy. For over a century, The Coca-Cola Company has used design to scale its flagship brand to over 200 countries. Now it focusses on using design to create agility as well. David Butler gives an unprecedented behind-the-scenes look at the company's design-led strategy for growth.
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
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