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 full-fledged 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.