Design to Grow: How Coca-Cola Learned To Combine Scale And Agility (And How You Can, Too)

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.

'Whatever the size of your enterprise, this book [is] a masterclass in problem-solving, cross-cultural marketing, and decision-making.' Daniel H. Pink, author of To Sell is Human and Drive