Co-Author of Design to Grow, and VP, Innovation and Entrepreneurship at Coca-Cola
“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
David Butler has over 25 years of experience helping startups scale and global companies grow. His book Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too), co-authored with Linda Tischler, explores the relationship between design, startup culture, and corporate growth. It is the first book written by a current employee at Coca-Cola, and it’s published in over 25 countries.
Along the way, Butler was named “Master of Design” by Fast Company and to Forbes’ “Executive Dream Team.” In 2012 he was asked to co-chair the World Economic Forum’s Global Agenda Council on Design and Innovation, and he currently serves on the board of the Center for American Entrepreneurship. He has given keynotes around the world including Design Indaba in Capetown, the Web Summit in Dublin, The CEO Summit in Auckland, The Economist’s “Big Rethink” in London, and Hong Kong’s Design Week.
Design to Grow: How Can Any Company Learn to Use Design as a Growth Strategy and Become a Design-Driven Company?
Tomorrow’s business winners—regardless of size or industry—will be the ones that know how to combine both scale with agility. In his talk, David Butler shares concepts from his book highlighting both the successes and failures of one of the world’s largest companies on its journey in leveraging the full power of design across its business to become a “design-driven” company. He uses a very engaging, TED-style, storytelling approach to reveal a simple yet powerful framework with case studies from around the world.
· What is design and how does it create value for companies (in plain language that any business manager can understand)?
· How can a systems-based approach to design help any size company in any industry become a “design-driven” company?
· How can “non-designers” quickly learn how to leverage the full power of design across their team, function, or business unit?
The Next Wave: How Can Established Companies Ride the Next Wave of Digital Transformation by Collaborating with Startups?
“Digital transformation” seems to be the topic of every article, blog post and book in today’s business world. The topic is so hot, it’s tempting to think it’s a new idea. It’s not. Digital transformation has been happening since the early days of the Web. It’s just that some companies have embraced it and others are struggling to adapt. In his talk, David Butler walks through the first and second “waves” of digital transformation and leads up to the third or “next wave” which every company is faced with today. He shares how Coca-Cola, one of the world’s largest, “non-tech” companies is collaborating with startups to create entirely new products and services through new business models and digital technologies. This keynote is a must-hear for executives inside large, established companies challenged with the need for disruptive innovation and the challenge of adapting to digital transformation across the enterprise.
· What is digital transformation (in plain language that everyone can understand)?
· Why is it so difficult for big, established companies to “do what startups do?
· How can non-tech companies begin to leverage their assets (relationships, resources, and reach) to collaborate with startups to transform?
Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too)
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.
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