Published: 9 Aug 2016
David Butler, Coca-Cola’s vice president of innovation and entrepreneurship, reveals the company’s design-led strategy for growth.
In this exclusive extract from his new book ‘Design to Grow: How Coca-Cola Learned to Combine Scale and Agility’, David Butler reveals how Coca-Cola used design to create agility – something many businesses struggle with.
He talks about the importance of context in design, the truth about ‘wicked problems’ and explains why everyone – from start-ups to century-old multinationals – needs to design for agility.
*Extracted from ‘Design to Grow: How Coca-Cola Learned to Combine Scale and Agility’ by David Butler and Linda Tischler (Portfolio Penguin, £14.99).