Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too)
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 over years, even decades, vanish overnight. The reason? An inability to adapt quickly to new business realities. Established companies are at risk, but it’s no easier being an agile startup, because most of those fail due to their inability to scale. Tomorrow’s business winners—regardless of size or industry—will be the ones that know how to combine scale with agility.
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.
Thank you for downloading this Simon & Schuster eBook. Join our mailing list and get updates on new releases, deals, bonus content and other great books from Simon & Schuster. CLICK HERE TO SIGN UP or visit us online to sign up at eBookNews.SimonandSchuster.com Contents EPIGRAPH PREFACE PART 1 Designing for Scale 1 DESIGN 2 SCALE 3 COMPLEXITY PART 2 Designing for Agility 4 SMARTER 5 FASTER 6 LEANER EPILOGUE THE NEXT WAVE THE DEEP END THE DESIGNING ON PURPOSE MANIFESTO
an integrated system is designed to be unique and connect with other unique things in one way. Every piece, every part, every function is designed uniquely to fit together with the other pieces to create everything from a cold bottle of Coca-Cola to a timeless masterpiece like a Lamborghini. Modular systems are different. Each element in a modular system is designed to be interchangeable and connect with other interchangeable elements in many different ways. This difference may sound small but
competitors. So, we simulated typical shelf sets from around the world and began to document the obvious things that needed to be fixed, and things that simply needed more exploration. This is when it became very clear that the company had a massive opportunity to create much more efficiency across its portfolio, as well as a chance to be much more effective. In addition to creating a common look and feel for Coca-Cola’s juice brands, we knew we’d also have to build in a way to accommodate the
processing sugar cane, grapes, or sugar beets—to produce ethylene glycol. It’s one of the two products used in PlantBottles. So, plastic Coca-Cola bottles on the Indian subcontinent, for example, don’t travel far after they’re produced. Coca-Cola’s ultimate goal is to figure out how to replace the other 70 percent of the PET mix, the terephthalic acid (PTA) for large-scale production. While scientists have been able to do this in the lab, producing it at scale has been a tougher nut to crack.
http://www.thesupplychainlab.com/blog/photo-library/coca-cola-micro-distribution/. Accessed March 13, 2014. finance their new business. “Coca-Cola Sabco’s Inclusive Business Model,” http://www.ifc.org/wps/wcm/connect/fb3725004d332e078958cdf81ee631cc/Coca+Cola.2010.pdf?MOD=AJPERES. Accessed March 13, 2014. countries change rapidly. “Slides—Coca-Cola Micro Distribution,” http://www.thesupplychainlab.com/blog/photo-library/coca-cola-micro-distribution/. Accessed March 13, 2014. 90 and 99 percent