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Also by David Butler:

Design to Grow, February 2015
Hardcover / e-Book

Also by Linda Tischler:

Design to Grow, February 2015
Hardcover / e-Book

DESIGN TO GROW
By: David Butler, Linda Tischler

How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too)

Simon & Schuster
February 2015
On Sale: February 10, 2015
ISBN: 1451671822
EAN: 9781451671827
Kindle: B00LD1S2L4
Hardcover / e-Book
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Non-Fiction

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.