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Design to Grow: How CocaCola Learned to Combine Scale and Agility (and How You Can Too),Used
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Expert advice from CocaColas Vice President of Innovation and Entrepreneurship: Learn how the worlds largest beverage brand uses design to grow its business by combining the advantages of a largescale company with the agility of a nimble startup.Every company needs both scale and agility to win. From a fledging startup in Nepal, to a centuryold multinational in New York, scale and agility are two qualities that are essential to every companys success. Startups understand agility. They know just when to pivot to stay alive. But what they havent mastered yet is how to stabilize their business model so they can move to the next stage and become fullfledged companies. And wellestablished companies know scale. They are successful because they know how to leverage size with a high degree of effectiveness and efficiency. But what worries them most is staying competitive in a world of increasing uncertainty and change, complicated by upstarts searching for ways to disrupt the industry. So what is the key to creating the kind of scale and agility necessary to stay competitive in this day and age? The answer is design.In Design to Grow, a CocaCola senior executive shares both the successes and failures of one of the worlds largest companies as it learns to use design to be both agile and big. In this rare and unprecedented behindthescenes look, David Butler and senior Fast Company editor, Linda Tischler, use plain language and easytounderstand case studies to show how this works at CocaColaand how other companies can use the same approach to grow their business. This book is a mustread for managers inside large corporations as well as entrepreneurs just getting started.
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