9,99 €
Mehr erfahren.
- Herausgeber: Business Book Summaries
- Kategorie: Lebensstil
- Sprache: Englisch
The must-read summary of David Butler and Linda Tischler's book: "Design to Grow: How Coca-Cola Learned to Combine Scale & Agility (And How You Can Too)"
This complete summary of the ideas from David Butler and Linda Tischler's book "Design to Grow" shows that scale and agility are essential components for a successful business, but many companies struggle to achieve both. Coca-Cola, however, has found the balance; the $170 billion brand has managed to enter into 200 countries, but is also agile and able to adapt to changing market requirements. To do this, they focused on their design and used it strategically to solve any problems they ran into. This summary will explain how they did this and help you design your company for both scale and agility, leading to maximum success.
Added-value of this summary:
• Save time
• Understand key concepts
• Increase your business knowledge
To learn more, read "Design to Grow" and learn how to design your company for both scale and agility, enabling you to reach new levels of success.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 34
Veröffentlichungsjahr: 2016
Ähnliche
Book Presentation: Design to Grow by David Butler and Linda Tischler
Summary of Design to Grow (David Butler and Linda Tischler)
Book Presentation: Design to Grow by David Butler and Linda Tischler
Book Abstract
MAIN IDEA
Scale and agility are essential for a company to succeed. Large and established corporations have scale (in terms of financial resources, brands, assets and people) but often struggle to be able to adapt quickly to the marketplace. Startups are by definition nimble but often struggle to scale. The fact is tomorrow's business winners will combine scale with agility.
So is it possible to achieve that? For more than a century, Coca-Cola has successfully scaled its flagship $170 billion brand to more than 200 countries but in the last decade, it has also mastered being agile as well. It has achieved this by using "Design" exceptionally well. Design is about intentionally connecting things to solve problems.
Strategic design always focuses on the same three questions:
Why : PurposeHow : ProcessWhat : ProductIf you want both scale and agility, get better at using and applying the principles of design.
"For over a century, Coca-Cola used design to scale to over two hundred countries, build seventeen billion-dollar brands, partner with more than twenty million retail customers, and sell close to two billion products a day. But the company is still learning. Over the last decade, it has focused on mastering how also to use design to create agility – something most established companies, including Coca-Cola, struggle with. Design has helped one of the largest companies on the planet become nimbler and more adaptable to a complex and changing world. The future belongs to companies that design on purpose."
– David Butler and Linda Tischler
About the Author
DAVID BUTLER is Coca-Cola's Vice President of Innovation and Entrepreneurship. He is responsible for the company's brand building, strategic planning and innovation projects. Prior to joining Coca-Cola, Mr. Butler founded a process consulting firm, consulted with Gucci, United and Caterpillar and designed large-scale systems for UPS, Delta and CNN. He is a graduate of the University of South Florida and St. Petersburg College.
LINDA TISCHLER is an editor at Fast Company magazine. She writes articles about ideas which lie at the intersection of design and business. She was previously an editor at Boston Magazine and a writer on art and design for Metropolitan Home, the Boston Globe, the International Herald Tribune and others. She is a graduate of Boston University.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, view points and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Design to Grow (David Butler and Linda Tischler)
1. How to design for scale
To scale successfully, you have to use design to simplify, standardize and then integrate your different functions together efficiently. In other words, you try and build a Lamborghini – an optimized supply chain you can replicate to the hilt. That's what it takes to make millions of sales.
Why : ScaleHow : Simplify, standardize and integrateWhat :"Lamborghinis""The dumbest mistake is viewing design as something you do at the end of the process to ‘tidy up’ the mess, as opposed to understanding it's a ‘day one’ issue and part of everything."
– Tom Peters
At one time, design was considered to be an art form and designers were an integral part of the creative team of any enterprise. Today, that definition doesn't really hold true. Design is being used all the time to create real business value.
Pure and simple, design is about how you intentionally connect things to solve problems. Design is "good" if it solves a problem, makes a difficult task less complicated, makes it easier to use a product, etc. The value of design arises from how efficiently the product helps users solve their problems and less about whether you win any awards.
