Design to GrowKEY POINTS FROM BOOK BY DAVID BUTLER AND LINDA TISCHLER

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

Designing on Purpose

Uses design to focus its strategy Uses design to differentiate

Uses design to build reputation Uses design to build culture

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.

The Golden Circle

DESIGNING FOR THE WHYTo get the full value of design, start

with your purpose then shape the process around the purpose

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

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

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

“

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Disrupt or Be Disrupted

Every professional, company, and organization must learn how to continuously disrupt itself or someone else will.“

”

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

reduce the risk of

AGILITY AT COCA-COLA

1. Global Juice Visual Identity System

2. Design Machine

3. Free Style Fountain Machine

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

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?

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)