ISBN 9780241198377,Design to Grow: How Coca-Cola Learned to Combine Scale and Agility

Design to Grow: How Coca-Cola Learned to Combine Scale and Agility


David Butler


Penguin Books

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ISBN 9780241198377

Penguin Books

Publication Year 2015

ISBN 9780241198377

ISBN-10 0241198372


Number of Pages 256 Pages
Language (English)

Business, Strategy & Management

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,