Coca-Cola Company used design to expand from one product to hundreds.
To thrive, companies need “scale and agility”: traits that develop by design, not by chance.
Design goes beyond aesthetics; it should permeate every element of your operation.
Good design links the elements of a decentralized system together to solve companywide problems.
Start-ups are naturally agile; they need to design for scale.
Established companies are adept at scale; they must cultivate agility.
To enhance agility, design your products and processes so you can add or eliminate pieces quickly.
To design for scale, standardize all the elements of your business model.
The Coca-Cola Company – using design – scaled up and grew from one product to hundreds.
Make design an “open system” so everyone in the company can contribute.
Create a feedback loop for product design. Incorporate customers’ opinions in each revision of the product.
Simon & Schuster
David Butler, vice president of innovation and entrepreneurship at the Coca-Cola Company and its former VP of global design, leads the Coca-Cola Founders initiative, which helps start-up entrepreneurs. Linda Tischler is an editor at Fast Company magazine.