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Il metodo Coca-Cola: Rinnovarsi per continuare a crescere
Il metodo Coca-Cola guida il lettore al raggiungimento di obiettivi straordinariamente complessi - come scalabilità e agilità - senza ricorrere ad alcun gioco di prestigio, ma con un approccio sistematico al pensiero creativo. E come non bastasse, lo fa sembrare facile. Bruce Mau, cofondatore del Massive Change Network. Le aziende di oggi devono rispondere a nuove sfide in un mercato in rapida evoluzione, senza cedere alle pressioni che minacciano di erodere il vantaggio competitivo accumulato nel tempo. Le imprese grandi e già affermate rischiano di non essere abbastanza reattive alle novità, mentre nove startup su dieci, anche le più agili, falliscono perché non riescono a crescere in modo organico. I vincitori di domani saranno le aziende capaci di unire scalabilità e agilità per reagire alle trasformazioni del mercato. In Il metodo Coca-Cola il vicepresidente per l’innovazione e l’imprenditorialità di Coca-Cola ripercorre trionfi e battute d’arresto di una delle aziende più grandi del mondo, che ha imparato a far uso del design per creare scalabilità e agilità. David Butler e la giornalista di Fast Company Linda Tischler ci portano dietro le quinte di Coca-Cola, attraverso case study concreti, per illustrare un approccio che altre imprese, grandi o piccole e in ogni settore, possono adottare con successo. Illuminante e approfondito, questo libro è una lettura irrinunciabile per tutti i manager d’azienda e per ogni tipo di imprenditore.
211 pages, Kindle Edition
First published February 10, 2015
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848 people want to read
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Displaying 1 - 30 of 39 reviews
April 18, 2020
Not a very well designed book. Ramblings, running all over the place, lost and forgotten threads.
February 25, 2017
There is so much that I want to learn from Coca Cola. None of that was in this book. No new concepts here if you've read a handful of books on start ups. :(
April 9, 2016
This book is big on sweeping generalities and light on substance. Many issues or are alluded to but very little how to is actually given. The best part of this book starts on page 201 and those are the recommended readings from other authors.
July 16, 2018
Cuốn sách cho thấy một cái nhìn khác đằng sau những thiết kế, những tư duy đột phá và những chiến dịch quảng cáo thành công của đế chế Coca - Cola, đó là tinh thần không ngừng học hỏi và khuyến khích sự sáng tạo, mình cho rằng chính điều này đã giúp Coca - Cola đứng vững trong suốt 128 năm qua (theo cuốn sách, còn bây giờ đã là 130 năm rồi). Mình cũng rất thích quan điểm của David Butler về thiết kế, ông cho rằng thiết kế là phải gần gũi chứ không phải những thứ quá hoa mỹ, hoàn hảo. Ở trang 214 của cuốn sách, ông có nói rằng "Đừng để những suy nghĩ và lo ngại về khía cạnh thẩm mỹ ngăn bạn phác họa ý tưởng. Mục tiêu là thể hiện ý tưởng của bạn dưới một hình thức cụ thể để mọi người có thể bàn luận chứ không phải tranh đua với Picasso".
February 22, 2017
Although the book claims to be for everyone, I strongly felt it was targeted towards more senior executives.
If you're already familiar with innovation strategy or the startup environment, this book adds little knowledge to your repertoire. To me, the case studies from Coca-Cola weren't inspiring enough to really find it worth the read.
If you're a fan of coca-cola and fairly new to the startup world of "lean, agile, and design for scale", I can imagine this can be a great book for you. If you already have some decent experience in this field, this book has little to offer but coca-cola case studies.
If you're already familiar with innovation strategy or the startup environment, this book adds little knowledge to your repertoire. To me, the case studies from Coca-Cola weren't inspiring enough to really find it worth the read.
If you're a fan of coca-cola and fairly new to the startup world of "lean, agile, and design for scale", I can imagine this can be a great book for you. If you already have some decent experience in this field, this book has little to offer but coca-cola case studies.
July 21, 2017
Design is a very subjective topic, but this book does a brilliant job in simplifying the understanding of design. I clearly understand people who are looking to dive deep into the process of Coca Cola Company with its intricacies to scale into a billion dollar company may not quite find dope on those lines. But that is the point, coca cola is merely the premise, the author has focused on his ability to present a story where he provides a structure, a journey map to arrive at a place where brands can sustain.
A good book to making your foundation of design stronger and ready to apply.
A good book to making your foundation of design stronger and ready to apply.
February 2, 2019
Not really much new here. Large corporations have to be agile and scale to compete against small ones. Some small tidbits on the history of Coke and its business marketing strategy, too little of that. Significant portions of the author's commentary on the nature of startups is redundant with any number of dedicated books that have been released on the subject previously. Some of the design insights were interesting, especially on the brand design of juices across geographies, but not enough of that sort of commentary. Just meh
August 4, 2015
Excellent comparison of past, present and future on Company Design..Holistic approach decoded on Scale and Agility
November 20, 2020
best explanation of agility for me was in this book
May 4, 2018
Most literature on agility and scaling tends to be either terribly lopsided or hopelessly commercial (as in selling the scaling agility models without even understanding what is scaling all about!). This is a great book that sorts out these two issues pretty well and helps readers understand what scaling is all about and how does an organization go about scaling up. It adds credibility to know that examples are from real-world atomic products such as a bottle of Coke.
I would strongly recommend it to all business leaders and process thinkers. Especially all the so-called agile coaches who think scaling up is only a matter of applying the latest version of their scaling framework.
I would strongly recommend it to all business leaders and process thinkers. Especially all the so-called agile coaches who think scaling up is only a matter of applying the latest version of their scaling framework.
January 7, 2017
To sum it up, this book shows a round-up exemplary of how Coca Cola could make the most of its portfolio and assets, while in the same time pursue agility through relentless efforts in learning and develop their both tangible and intangible assets.
I believe it is a good read for any start-ups and corporate facing their maturing phase.
I believe it is a good read for any start-ups and corporate facing their maturing phase.
This entire review has been hidden because of spoilers.
January 6, 2022
Իրականում էդքան էլ «մուռու» չէր, բավականին հետաքրքիր էր: Գիրքը գնեցի՝ պարզապես լինելով «Կոկա կոլա» բիզնեսի սիրահար: Բայց հասցրեցի մի քանի հետաքրքիր միտք գողանալ:
Խորհուրդ եմ տալիս, եթե ցանկանում եք հասկանալ՝ ինչպես կարելի է դիզայնի օգնությամբ շատ ավելին անել Ձեր բիզնեսի համար, քան պարզապես «սիրուն պակեծիկներ տպելը»:
Խորհուրդ եմ տալիս, եթե ցանկանում եք հասկանալ՝ ինչպես կարելի է դիզայնի օգնությամբ շատ ավելին անել Ձեր բիզնեսի համար, քան պարզապես «սիրուն պակեծիկներ տպելը»:
May 4, 2022
Suitable complementary books in this genre include those written by Eric Ries (lean startup) and Clayton Christensen (innovation and innovators). Read this book fast, think about it holistically and don’t spend too much time digesting individual chapters (be forewarned that some chapters don’t make much sense, such as the last chapter).
November 11, 2017
Good book to understand the locus of design
Excellent opinion that design is not only for branding products but the entire systems of the company.
Actual cases of application to the CocaCola system are not written.
Excellent opinion that design is not only for branding products but the entire systems of the company.
Actual cases of application to the CocaCola system are not written.
May 18, 2022
Livro interessante e didático, com exemplos bem práticos sobre a implementação do design como forma de interligar intencionalmente as coisas com o propósito de resolver problemas, e não somente como arte e criatividade.
December 7, 2023
Super interessante, ti fa riflettere a fondo su quanto sia importante pensare fuori dagli schemi e perseverare nonostante gli intoppi. Peccato per qualche errore grammaticale dovuto alla traduzione del libro in italiano.
April 5, 2018
i now have a new understanding about design. great book!
November 4, 2018
Good case studies from Coca cola and good insights into when to design for scale vs agility and combining the two. Could remove repetition and be more concise
February 16, 2019
I expected more detailed case studies
April 7, 2020
A great book for startups.
April 12, 2021
Sangat membuka pikiran terkait makna design. Bermanfaat sekali.
July 21, 2021
Hay nhưng cũng không hề dễ đọc. Tiền đề cho design thinking thịnh hành hiện nay?
November 16, 2022
Some interesting anecdotes and good lessons hidden amongst a lot of fluff. Could have been better if it was shorter or better organized.
March 18, 2023
Cuốn sách không tập trung và tinh gọn, cảm giác viết rất ngẫu nhiên và kể nhiều. Tuy những ý tưởng rất hay nhưng mình muốn có thêm sự truyền đạt dễ hiểu hơn nữa
June 25, 2024
Ótimo para quem trabalha com conceitos globais.
October 11, 2025
Thiết Kế Để Tăng Trưởng by David Butler, Linda Tischler
09.10.2025
N
09.10.2025
N
March 21, 2017
Interessante a forma de pensar o design como um reconhecimento de padrões e entender que as soluções nunca são isoladas, recomendo.
February 10, 2015
Even today many people forget that there is more to the Coca-Cola Company than just the brown, fizzy drink that bears its name!
It is the world’s largest beverage company with over 500 different brands, serving over 1.9 billion drinks each day in 200-plus countries. A lot of this growth is quite recent in terms of the company’s existence too! There has been a few bumps in the road along the way, and here a Coca-Cola insider lifts the curtain a smidgeon and shows how the company uses design to grow its business in the face of rapid-changing, global market conditions.
The world is getting smaller thanks to new technologies and it is increasingly easier for a company to establish a presence around the world at a much faster pace. However with these benefits come a number of potential disadvantages. It is easier for your competitors to compete and for new ventures to sprout up, allowing advantages that a company may have enjoyed and developed over years or even decades be rubbed out over night. Existing companies can be too complacent, less agile, poorly focussed or just unable to see the wood for the trees. The corporate world is littered with once great brands that are a shadow of their former self or a dim and dusty memory. New companies don’t always have it easier. They lack the vision, the ability to scale and the flexibility to react. Who or what will succeed in the future? Something that can combine a clear vision that scales up and reacts to changing circumstances, one envisages.
This book is not just an academic, theoretical look at what should be done. It draws extensively on what the Coca-Cola Company has done to date, sharing in its successes and tribulations whilst showing candidly how other companies can adopt a similar approach to benefit their operations. Even the Coca-Cola Company has to look ahead, as relying on its 100-plus-year old brand and primary product is not enough to guarantee it is around in the next 10, 50 or 100 years.
Did the company react just in time after a few small knocks? For its first seventy years the company had one brand, one product, one package size and mostly one price: its only real development was to expand its sales territories around the world. For many, Diet Coke has been on the market forever, yet it only came to be in 1982. What problems this brought for the company. Two products to deal with! The next cultural tremor came in 2001 (yes, 2001) when it decided to become a “total beverage company” – less than 15 years and hundreds of brands later the company is still there, fighting its corner in an incredibly complicated, complex, diversified market.
On so many levels this book provides a fascinating insight into the Coca-Cola Company and business generally. You don’t even need to like their products, although with 500-plus brands and 3,500-plus products including even milk drinks there’s a good chance that at least one Coca-Cola product touches your lips sometime, even though it might not be a Coke. What draws them all together? Most products are cantered around water but it is a lot more than that. It is a desire to be everywhere, for everyone and to win. So climb aboard and take a look around the Coca-Cola Company and see how it is rapidly transforming after years and years of effectively pushing in one direction with a narrow focus.
This book is a fascinating, engaging read and a lot better than one expected. It will be interesting to look back at this book and the company in say a decade’s time and looking just how accurate its prophecies and forecasts turned out.
Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too), written by David Butler & Linda Tischler and published by Simon & Schuster. ISBN 9781451671827, 256 pages. YYYY
It is the world’s largest beverage company with over 500 different brands, serving over 1.9 billion drinks each day in 200-plus countries. A lot of this growth is quite recent in terms of the company’s existence too! There has been a few bumps in the road along the way, and here a Coca-Cola insider lifts the curtain a smidgeon and shows how the company uses design to grow its business in the face of rapid-changing, global market conditions.
The world is getting smaller thanks to new technologies and it is increasingly easier for a company to establish a presence around the world at a much faster pace. However with these benefits come a number of potential disadvantages. It is easier for your competitors to compete and for new ventures to sprout up, allowing advantages that a company may have enjoyed and developed over years or even decades be rubbed out over night. Existing companies can be too complacent, less agile, poorly focussed or just unable to see the wood for the trees. The corporate world is littered with once great brands that are a shadow of their former self or a dim and dusty memory. New companies don’t always have it easier. They lack the vision, the ability to scale and the flexibility to react. Who or what will succeed in the future? Something that can combine a clear vision that scales up and reacts to changing circumstances, one envisages.
This book is not just an academic, theoretical look at what should be done. It draws extensively on what the Coca-Cola Company has done to date, sharing in its successes and tribulations whilst showing candidly how other companies can adopt a similar approach to benefit their operations. Even the Coca-Cola Company has to look ahead, as relying on its 100-plus-year old brand and primary product is not enough to guarantee it is around in the next 10, 50 or 100 years.
Did the company react just in time after a few small knocks? For its first seventy years the company had one brand, one product, one package size and mostly one price: its only real development was to expand its sales territories around the world. For many, Diet Coke has been on the market forever, yet it only came to be in 1982. What problems this brought for the company. Two products to deal with! The next cultural tremor came in 2001 (yes, 2001) when it decided to become a “total beverage company” – less than 15 years and hundreds of brands later the company is still there, fighting its corner in an incredibly complicated, complex, diversified market.
On so many levels this book provides a fascinating insight into the Coca-Cola Company and business generally. You don’t even need to like their products, although with 500-plus brands and 3,500-plus products including even milk drinks there’s a good chance that at least one Coca-Cola product touches your lips sometime, even though it might not be a Coke. What draws them all together? Most products are cantered around water but it is a lot more than that. It is a desire to be everywhere, for everyone and to win. So climb aboard and take a look around the Coca-Cola Company and see how it is rapidly transforming after years and years of effectively pushing in one direction with a narrow focus.
This book is a fascinating, engaging read and a lot better than one expected. It will be interesting to look back at this book and the company in say a decade’s time and looking just how accurate its prophecies and forecasts turned out.
Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too), written by David Butler & Linda Tischler and published by Simon & Schuster. ISBN 9781451671827, 256 pages. YYYY
March 6, 2017
This is a brilliant book written by a friend and someone I admire, David Butler.
David is VP of Innovation and Entrepreneurship at Coca-Cola. Maybe you've heard of Coke?
Whether you work for a large organization or have a dream to start your own business, Design to Grow provides great insights to help you grow and move forward. Here are some of my takeaways:
* Design is about intentionally connecting things to solve problems. Design is only good if it solves a problem. Good design makes something easier to read, easier to understand, easier to use. Good design makes a difficult task less complicated.
* Designing on purpose refers to design that is strategic, with a clear connection to a growth strategy; design that creates scale and agility -- across markets and media; and design that inspires people. Designing on purpose should ultimately be design that leads culture.
* Your goal is to make sure the visible stuff (your products, communications, team, etc.) connects to the invisible stuff (your partnerships, processes, culture) in a way that helps you succeed.
* Designing for Scale: Scale is the ability to increase in quantity without reducing quality or profit.
* To achieve scale, everything must be simplified and standardized. There are two rules to design standards: 1. Think Small. (simplify, simplify, simplify) 2. Make it easy to do the right thing.
* Resilience instead of strength, which means you yield and allow failure.
* Any team or company can launch a new product, campaign or initiative the way startups do. Learning what people need or want, building a prototype, measuring what worked and what didn't, then doing it all over again, are techniques that anyone can embrace.
* Get out of the building.
* Too many traditional marketers plan big campaigns, spend big bucks, only to search at the end for favorable data to justify all that money spent. Next time, determine who your target customers are and the key assumptions you have about them -- then brainstorm a few quick, low-cost experiments to test your assumptions. Find out what those customers really think, what they will really buy and how much they will really pay for your product or service. Then iterate - react to what you learned and try it again. Get results - then plan.
* Spend time on finding a real problem. Then, build around that.
* Prototying is critical for startups and new ideas. Prototypes exist to help you learn faster. The key to understand is that you won't get it right the first time -- the only way to maintain the kind of agility you need is to focus on learning by doing.
* The key to success is learning by doing. Constant iteration, a willingness to test ideas with real customers and gauge their responses, then pivot if they're not working, is critical. Rather than betting the ranch on a big idea, small tests can help a team determine if an idea has the legs for a bigger rollout.
David is VP of Innovation and Entrepreneurship at Coca-Cola. Maybe you've heard of Coke?
Whether you work for a large organization or have a dream to start your own business, Design to Grow provides great insights to help you grow and move forward. Here are some of my takeaways:
* Design is about intentionally connecting things to solve problems. Design is only good if it solves a problem. Good design makes something easier to read, easier to understand, easier to use. Good design makes a difficult task less complicated.
* Designing on purpose refers to design that is strategic, with a clear connection to a growth strategy; design that creates scale and agility -- across markets and media; and design that inspires people. Designing on purpose should ultimately be design that leads culture.
* Your goal is to make sure the visible stuff (your products, communications, team, etc.) connects to the invisible stuff (your partnerships, processes, culture) in a way that helps you succeed.
* Designing for Scale: Scale is the ability to increase in quantity without reducing quality or profit.
* To achieve scale, everything must be simplified and standardized. There are two rules to design standards: 1. Think Small. (simplify, simplify, simplify) 2. Make it easy to do the right thing.
* Resilience instead of strength, which means you yield and allow failure.
* Any team or company can launch a new product, campaign or initiative the way startups do. Learning what people need or want, building a prototype, measuring what worked and what didn't, then doing it all over again, are techniques that anyone can embrace.
* Get out of the building.
* Too many traditional marketers plan big campaigns, spend big bucks, only to search at the end for favorable data to justify all that money spent. Next time, determine who your target customers are and the key assumptions you have about them -- then brainstorm a few quick, low-cost experiments to test your assumptions. Find out what those customers really think, what they will really buy and how much they will really pay for your product or service. Then iterate - react to what you learned and try it again. Get results - then plan.
* Spend time on finding a real problem. Then, build around that.
* Prototying is critical for startups and new ideas. Prototypes exist to help you learn faster. The key to understand is that you won't get it right the first time -- the only way to maintain the kind of agility you need is to focus on learning by doing.
* The key to success is learning by doing. Constant iteration, a willingness to test ideas with real customers and gauge their responses, then pivot if they're not working, is critical. Rather than betting the ranch on a big idea, small tests can help a team determine if an idea has the legs for a bigger rollout.
December 6, 2015
With Coca-Cola in the title of the book itself, this book got into my must read section. That the book is on the design process within the company and outside raised my curiosity and I immediately started reading this book on my pad.
The world is no more as we knew it, so would say the old timers. For a 125 year old company like Coca-Cola many things have changed and evolved, except maybe for one thing – the uniquely great taste of Coca-Cola. Not many people know the complexity behind the powerfully innocent fizzy drink. There is obviously more to the world’s largest beverage company than the fizzy drink that bears its name.
The book is not about design, as the conventional design that we know of. It details the concept that design thinking is not for the specialists alone! It is something that can, and should, be applied by anyone in the organization to get through almost any challenge. It is not a cosmetic change applied, but a methodology of integrating different disparage items into a well-oiled orchestra, to produce a symphony. Design is about bringing in cohesiveness amidst the entire chaos.
The book is filled with anecdotes of how little changes done at the elementary background level made huge impact. Among many examples, my favourite is the one on “Design Machine”. As a regular user of the tool, it intrigues me that why could someone not think of this earlier. As a matter of fact, it is still not implemented at most of the major MNC’s I know of. Such simplicity with such wide scale system wide impact, removing layers of redundancy and saving on costs, bringing in agility in the execution.
Agility. A key trait of a startup and a desired quality by every organization worth its salt. The author suggests planning backward for agility. Instead of the normal process of planning and then measuring its results, start with results and then form your plans around it.
The design with purpose process can create real substantial value only when scale and agility are combined, and this achieved with the power of Design.
A good book for anyone interested to know the workings of a company and a must read for startups.
This review was first published at http://bharatjhurani.com/2015/12/desi...
The world is no more as we knew it, so would say the old timers. For a 125 year old company like Coca-Cola many things have changed and evolved, except maybe for one thing – the uniquely great taste of Coca-Cola. Not many people know the complexity behind the powerfully innocent fizzy drink. There is obviously more to the world’s largest beverage company than the fizzy drink that bears its name.
The book is not about design, as the conventional design that we know of. It details the concept that design thinking is not for the specialists alone! It is something that can, and should, be applied by anyone in the organization to get through almost any challenge. It is not a cosmetic change applied, but a methodology of integrating different disparage items into a well-oiled orchestra, to produce a symphony. Design is about bringing in cohesiveness amidst the entire chaos.
The book is filled with anecdotes of how little changes done at the elementary background level made huge impact. Among many examples, my favourite is the one on “Design Machine”. As a regular user of the tool, it intrigues me that why could someone not think of this earlier. As a matter of fact, it is still not implemented at most of the major MNC’s I know of. Such simplicity with such wide scale system wide impact, removing layers of redundancy and saving on costs, bringing in agility in the execution.
Agility. A key trait of a startup and a desired quality by every organization worth its salt. The author suggests planning backward for agility. Instead of the normal process of planning and then measuring its results, start with results and then form your plans around it.
The design with purpose process can create real substantial value only when scale and agility are combined, and this achieved with the power of Design.
A good book for anyone interested to know the workings of a company and a must read for startups.
This review was first published at http://bharatjhurani.com/2015/12/desi...
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