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

3.72  ·  Rating details ·  306 ratings  ·  33 reviews
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
Hardcover, 256 pages
Published February 10th 2015 by Simon Schuster
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Average rating 3.72  · 
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Start your review of Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too)
Daniel White
Dec 20, 2019 rated it liked it
Not a very well designed book. Ramblings, running all over the place, lost and forgotten threads.
Sana Vasli
Feb 25, 2017 rated it it was ok
There is so much that I want to learn from Coca Cola. None of that was in this book. No new concepts here if you've read a handful of books on start ups. :( ...more
Anne Nguyen
Mar 26, 2016 rated it really liked it  ·  review of another edition
Cuốn sách cho thấy một cái nhìn khác đằng sau những thiết kế, những tư duy đột phá và những chiến dịch quảng cáo thành công của đế chế Coca - Cola, đó là tinh thần không ngừng học hỏi và khuyến khích sự sáng tạo, mình cho rằng chính điều này đã giúp Coca - Cola đứng vững trong suốt 128 năm qua (theo cuốn sách, còn bây giờ đã là 130 năm rồi). Mình cũng rất thích quan điểm của David Butler về thiết kế, ông cho rằng thiết kế là phải gần gũi chứ không phải những thứ quá hoa mỹ, hoàn hảo. Ở trang 214 ...more
Filemon Schoffer
Jun 14, 2016 rated it did not like it  ·  review of another edition
Although the book claims to be for everyone, I strongly felt it was targeted towards more senior executives.

If you're already familiar with innovation strategy or the startup environment, this book adds little knowledge to your repertoire. To me, the case studies from Coca-Cola weren't inspiring enough to really find it worth the read.

If you're a fan of coca-cola and fairly new to the startup world of "lean, agile, and design for scale", I can imagine this can be a great book for you. If you a
Chris Esposo
Feb 02, 2019 rated it did not like it  ·  review of another edition
Not really much new here. Large corporations have to be agile and scale to compete against small ones. Some small tidbits on the history of Coke and its business marketing strategy, too little of that. Significant portions of the author's commentary on the nature of startups is redundant with any number of dedicated books that have been released on the subject previously. Some of the design insights were interesting, especially on the brand design of juices across geographies, but not enough of ...more
Amyth Banerjee
Jul 21, 2017 rated it it was amazing
Design is a very subjective topic, but this book does a brilliant job in simplifying the understanding of design. I clearly understand people who are looking to dive deep into the process of Coca Cola Company with its intricacies to scale into a billion dollar company may not quite find dope on those lines. But that is the point, coca cola is merely the premise, the author has focused on his ability to present a story where he provides a structure, a journey map to arrive at a place where brands ...more
Jonathon Hagger
Mar 28, 2016 rated it did not like it
This book is big on sweeping generalities and light on substance. Many issues or are alluded to but very little how to is actually given. The best part of this book starts on page 201 and those are the recommended readings from other authors.
Sushant Taneja
Aug 04, 2015 rated it really liked it
Excellent comparison of past, present and future on Company Design..Holistic approach decoded on Scale and Agility
Emy Jamalian
Dec 10, 2017 rated it really liked it
Shelves: 2017
best explanation of agility for me was in this book
Tathagat Varma
May 04, 2018 rated it it was amazing
Most literature on agility and scaling tends to be either terribly lopsided or hopelessly commercial (as in selling the scaling agility models without even understanding what is scaling all about!). This is a great book that sorts out these two issues pretty well and helps readers understand what scaling is all about and how does an organization go about scaling up. It adds credibility to know that examples are from real-world atomic products such as a bottle of Coke.

I would strongly recommend i
Oswaldo Rhyslie
Jan 07, 2017 rated it really liked it
This review has been hidden because it contains spoilers. To view it, click here.
Nov 10, 2017 rated it really liked it  ·  review of another edition
Good book to understand the locus of design

Excellent opinion that design is not only for branding products but the entire systems of the company.
Actual cases of application to the CocaCola system are not written.
hemlet kiai
Apr 05, 2018 rated it liked it
Shelves: mylibrary
i now have a new understanding about design. great book!
Fiqhi Fauzi
Apr 12, 2021 rated it it was amazing
Sangat membuka pikiran terkait makna design. Bermanfaat sekali.
Apr 07, 2020 rated it really liked it
A great book for startups.
Austin Tam
Nov 03, 2018 rated it really liked it
Good case studies from Coca cola and good insights into when to design for scale vs agility and combining the two. Could remove repetition and be more concise
Sirajum Munir Galib
I expected more detailed case studies
Marko jr
Mar 21, 2017 rated it really liked it
Shelves: design
Interessante a forma de pensar o design como um reconhecimento de padrões e entender que as soluções nunca são isoladas, recomendo.
Feb 10, 2015 rated it really liked it
Even today many people forget that there is more to the Coca-Cola Company than just the brown, fizzy drink that bears its name!

It is the world’s largest beverage company with over 500 different brands, serving over 1.9 billion drinks each day in 200-plus countries. A lot of this growth is quite recent in terms of the company’s existence too! There has been a few bumps in the road along the way, and here a Coca-Cola insider lifts the curtain a smidgeon and shows how the company uses design to gro
Jun 20, 2015 rated it it was amazing
Shelves: 2015-book-list
This is a brilliant book written by a friend and someone I admire, David Butler.
David is VP of Innovation and Entrepreneurship at Coca-Cola. Maybe you've heard of Coke?

Whether you work for a large organization or have a dream to start your own business, Design to Grow provides great insights to help you grow and move forward. Here are some of my takeaways:

* Design is about intentionally connecting things to solve problems. Design is only good if it solves a problem. Good design makes somethin
Sep 20, 2015 rated it really liked it
Shelves: e-books
With Coca-Cola in the title of the book itself, this book got into my must read section. That the book is on the design process within the company and outside raised my curiosity and I immediately started reading this book on my pad.

The world is no more as we knew it, so would say the old timers. For a 125 year old company like Coca-Cola many things have changed and evolved, except maybe for one thing – the uniquely great taste of Coca-Cola. Not many people know the complexity behind the powerfu
Soundview Executive Book Summaries
Design to Grow: How Coca-Cola Learned to Combine Scale & Agility (and How You Can Too) by David Butler and Linda Tischler was chosen by Soundview Executive Book Summaries as one of the Top 30 Business Books of 2015.


In today’s ever-changing marketplace, 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
Jan 05, 2017 rated it liked it
A stunning book written by the authors. The back drop of the story of Coca-Cola gave some inspiring and practical insights as to how the company transformed from startup to a billion dollar company. Design thinking played an integral role in relaying the developmental phases in which the company had to go through to stay relevant to the vagaries of the market.

I can conclude that Design thinking is a mindset that we all have, we know when something works and doesn't; we can differentiate between
Simon Leung
Oct 05, 2015 rated it liked it
This is a quick and simple read and as such, I mostly skimmed. The best parts are David Butler's stories about specific examples of how Coke succeeded. For example, he talked about how in Japan, they successfully penetrated the water market by designing a bottle that was much more eco-friendly and compactible by examining space and waste issues in the marketplace. The bottle "went viral" and created separation in a commodity (water) business. David is quite earnest in his remarks and I think the ...more
May 04, 2016 rated it it was amazing
Great business book! A must-read for business managers. It talks about Agility vs Scale. A startup has agility, but it lacks scale. Walmart has scale, but it lacks agility. When building a business, the entrepreneur needs to constantly think about how to design the business so that it can be easily scale.

I really liked the stories told about Coca-Cola's challenges, opportunities, and solutions to problems. I was fascinated by their growth strategy in South America. Having grown up in Ecuador, I
Scott Wozniak
Aug 10, 2016 rated it liked it
Decent book with some cool Coca Cola stories, but it didn't add anything new or even cover the existing ideas as well as all the other books on design that I've read. The single idea that's interesting is that organizations need to manage two independent variables: scale and agility. Seeing them as independent was cool. He didn't really say how to do it, though. He stayed theoretical. ...more
Jun 09, 2016 rated it it was ok
2.5/5 - surprisingly ok! I liked the historical snippits about how Coca Cola worked, and the stories about solving design issues in various parts of the world (legibility of signage in indonesia, how to shelve coke in Brazil, etc.). Could be a bit meatier with -more- inside stories about coca cola's history, and less on the self-help book part, but not bad for a book of its kind. ...more
Alex Devero
Jun 24, 2015 rated it really liked it
Shelves: business
For a big company to stay ahead of the market, it must be both scalable and agile. By continuously encouraging growth and adaptation through considered design and innovative systems, you’ll be well on your way to long-term success.
Jul 17, 2016 rated it really liked it
Interesting stories from inside the Coca Cola company. How they build brand, operation, etc through modular method to scale in a very large number of countries.
Mar 17, 2015 rated it it was amazing
Awesome read! Inspiring, instructive, and interesting.
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