Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too)
Expert advice from Coca-Cola's vice president of Innovation and Entrepreneurship: Learn how Coca-Cola uses design to grow its business by combining the advantages of scale with the agility to respond to fast-changing market conditions. In today's world, every company is at risk of having a "Kodak Moment"--watching its industry and the competitive advantages it has developed over years, even decades, vanish overnight. The reason? An inability to adapt quickly to new business realities. Established companies are at risk, but it's no easier being an agile startup, because most of those fail due to their inability to scale. Tomorrow's business winners--regardless of size or industry--will be the ones that know how to combine scale with agility. In Design to Grow, a Coca-Cola senior executive shares both the successes and failures of one of the world's largest companies as it learns to use design to be both agile and big. In this rare and unprecedented behind-the-scenes look, David Butler and senior Fast Company editor, Linda Tischler, use plain language and easy-to-understand case studies to show how this works at Coca-Cola--and how other companies can use the same approach to grow their business. This book is a must-read for managers inside large corporations as well as entrepreneurs just getting started.
"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
""Design to Grow" walks the reader down a brilliant, gentle path to understand how one of the world's most important brands is applying design to transform its global enterprise. It shows readers how to reach extraordinary and often infernally complex accomplishments--like scale and agility, a seemingly impossible combination--in a way that isn't magical or exclusive, but rather a systematic approach to creative thinking. What's more, it does what every great design strives to do--it makes it look easy."--Bruce Mau, Co-Founder, Massive Change Network
1 $27.95 9781451671827 No volume discount available.
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