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

“Big and fast, complex and focused, large scale and agile. These seem like oxymorons in the world of business innovation,” commented Tim Brown, CEO of IDEO. “Using examples from the history of Coca-Cola, David Butler and Linda Tischler show how it is possible to embrace these tensions through the use of design. 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.”

Butler and Tischler use a variety of case studies both inside and outside Coke-including BlackBerry and iPhone, Kodak’s market stumbles, Lego bricks, and Healthcare.gov-to illustrate clearly why we need to change how we think about “design”. They tap into current business trends of “disruptive innovation” and the “lean startup” movement, and they elucidate why truly good design goes far beyond eye-catching packaging and colorful commercials.

To learn more please visit: Design to Grow – LINK

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