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Design to Grow: How Coca-Cola Learned to Combine Scale
and Agility (and How You Can Too)
BOOK DETAIL
Paperback: 256 pages Publisher: Simon & Schuster; Reprint edition (February 23, 2016) Language: English
ISBN-10: 1451676263 ISBN-13: 978-1451676266 Product Dimensions: 5.5 x 0.8 x 8.4 inches Shipping
Weight: 14.1 ounces (View shipping rates and policies) Customer Reviews: 4.5 out of 5 stars29 customer
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Book Description
Expert advice from Coca-Cola’s Vice President of Innovation and Entrepreneurship: Learn how
the world’s largest beverage brand uses design to grow its business by combining the advantages
of a large-scale 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 century-old multinational in New York,
scale and agility are two qualities that are essential to every company’s success. Start-ups
understand agility. They know just when to pivot to stay alive. But what they haven’t mastered
yet is how to stabilize their business model so they can move to the next stage and become fullfledged
companies. And well-established 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 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.

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