Skip to main content

​Exclusive book extract from Coca-Cola’s vice president of innovation and entrepreneurship

Progress indicator

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.

Download your exclusive extract* 'Chapter 3: Complexity'

*Extracted from ‘Design to Grow: How Coca-Cola Learned to Combine Scale and Agility’ by David Butler and Linda Tischler (Portfolio Penguin, £14.99).

David Butler is vice president of innovation and entrepreneurship at Coca-Cola. Read his 5-minute interview with the CQI in July’s Quality World.

Member only

This article is free to access for a limited time only. Only CQI and IRCA members receive access to all content.

Search the eLibrary

The eLibrary has thousands of articles, journals, reports and magazines.