Key points from Design to Grow by David Butler and Linda Tischler

1. Design to Grow
KEY POINTS FROM BOOK BY DAVID BUTLER AND LINDA TISCHLER

2. 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.
DESIGN TO GROW

3. Designing on Purpose
Uses design to focus its strategy Uses design to differentiate
Uses design to build reputation Uses design to build culture

4. What is Design?
 Everything you see is designed by somebody
 Design can create a powerful competitive advantage
 Good design makes things less complicated
 Design connects the visible (the interface) with the invisible (the code)
Design is about intentionally connecting
things to solve problems.

5. The Golden Circle
DESIGNING FOR THE WHY
To get the full value of design, start
with your purpose then shape the
process around the purpose

6. 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 to
integrate with the least amount of friction
o Standards create a common language and clear direction
o Integrated systems create scale
How to Scale:
Get the details right.
Simplify, Standardize, Integrate

7. SCALING COCA-COLA
1. The Formula
2. The Spencerian Script
3. The Contour Bottle
4. Thirty-six Degrees
5. The Nickel Price
6. Brand Marketing
7. Franchise Business Model

8. But, everyone
needs agility to
remain relevant
and adapt to a
rapidly changing
environment.
“
”

9. Disrupt or Be Disrupted
Every professional, company, and organization
must learn how to continuously disrupt itself or
someone else will.
“
”

10. Designing for Agility
STRIVE TO BE SMARTER, FASTER, LEANER
 Smarter
o Failing fast = learning fast
o Learn by doing (create a prototype)
o Identify the pain points (is it a mosquito bite or a shark
bite)
 Faster
o Startups survive on speed. Those that make it master the
pivot (changing strategy and business model without
changing its vision)
o Design a MVP (minimum viable product)
 Leaner
o Using less resources, time, and money to get better
results

11. AGILITY AT COCA-COLA
1. Global Juice Visual Identity System
2. Design Machine
3. Free Style Fountain Machine

12. SCALE AGILITY
 Integrated System
o Reduce friction
o Keep costs down
o Maintain consistent quality
 Modular System
o Fixed and flexible elements
o Learn and adapt on the fly
o Open to foster collaboration and
diversity
Items are designed to be
unique and connect in
one way
Items are designed to be
interchangeable and
connect in different ways

13. What’s your One Metric That Matters?
 To win, you have to have focus
 What is the one thing you need to measure that is
fundamental to your success?

14. Lessons Learned
1. Use language that works for the group you
are speaking to (lose the design lingo)
2. Think holistically - use the golden circle to
connect the elements
3. Go for buy-in, not credit (It’s not about me -
it’s about we.)
4. Identify the patterns (to get to best
practices and products)
5. Make a mind map (to help solve complex
problems)
6. Think big, start small (create quick wins and
build relationships)
7. Get out of the building (get your idea out
of your head and into people’s hands as
fast as possible)
8. Plan backward (get results - then plan
before committing money to the big idea)
9. Visualize your idea (and get it out there so
others can discuss it)
10. Pull, not push (go where your help is most
needed and wanted first to get quick wins)
11. Make it easier to do the right thing (by
designing the right tools)
12. Create a canvas (to think holistically)