Design to Grow (Review and Analysis of Butler and Tischler's Book)

Book Presentation: Design to Grow by David Butler and Linda Tischler

Summary of Design to Grow (David Butler and Linda Tischler)

Book Presentation: Design to Grow by David Butler and Linda Tischler

Book Abstract

MAIN IDEA

Scale and agility are essential for a company to succeed. Large and established corporations have scale (in terms of financial resources, brands, assets and people) but often struggle to be able to adapt quickly to the marketplace. Startups are by definition nimble but often struggle to scale. The fact is tomorrow's business winners will combine scale with agility.

So is it possible to achieve that? For more than a century, Coca-Cola has successfully scaled its flagship $170 billion brand to more than 200 countries but in the last decade, it has also mastered being agile as well. It has achieved this by using Design exceptionally well. Design is about intentionally connecting things to solve problems.

Strategic design always focuses on the same three questions:

Why : Purpose

How : Process

What : Product

If you want both scale and agility, get better at using and applying the principles of design.

For over a century, Coca-Cola used design to scale to over two hundred countries, build seventeen billion-dollar brands, partner with more than twenty million retail customers, and sell close to two billion products a day. But the company is still learning. Over the last decade, it has focused on mastering how also to use design to create agility – something most established companies, including Coca-Cola, struggle with. Design has helped one of the largest companies on the planet become nimbler and more adaptable to a complex and changing world. The future belongs to companies that design on purpose.

– David Butler and Linda Tischler

About the Author

DAVID BUTLER is Coca-Cola's Vice