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

In Design to Grow, Coca-Cola's vice president of Innovation and Entrepreneurship David Butler reveals the megabrand's innovative approach to business through design. In today's world, every company needs to be agile or risk facing a "Kodak Moment" - where their industry and hard-earned competitive advantages vanish overnight. But it's no easier being a startup fighting to grow. Tomorrow's business winners - regardless of size or industry - will be the ones that have both agility and scale.

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.