They call it Kodak moment, that moment when a company that has experienced success and competitive advantages for years sees all this
fade, for the inability to renew itself. The problem would appear to
affect mainly the big companies, but small companies and startups are
not immune, because of the difficulties in making their business
In "Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too)" David Butler (with co-author Linda Tischler) talks about his experience in Coca-Cola and how it learnt to use design to be both agile and big. He told case studies to show how this works at Coca-Cola — and how other companies can use the same strategy to increase their business.
“Coke was founded in 1886 and by 1929 it had scaled to 28 countries. Its logo, colour, bottle, and the formula itself were exactly the same as they are today” he states in an interview. “Those things were already
locked in stone.”
Design to Grow is our reading suggestion of March, both for managers in large corporations as well as for entrepreneurs just getting started.
"What explains Coca-Cola’s worldwide market dominance? David Butler and Linda Tischler argue that it’s a result of attention to design details at every level of the organization, in every
product line, in every country, by every employee. Whatever the size of
your enterprise, you’ll find in this book a master class in
problem-solving, in cross-cultural marketing, and in decision-making."
– Daniel H. Pink, author of To Sell Is Human and Drive