Conference: David Butler – Master of Design

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Conference: David Butler – Master of Design

Achieving scale with agility

In his book Design to Grow (written with Linda Tischler of Fast Company) David Butler gives a behind-the-scenes look at Coca Cola’s design-led strategy for growth. At CMDC 2017: MAGIC+LOGIC he reveals how any company, from early-stage startup to very established multinational, can strategically use design to grow and adapt to today’s world of digital transformation.

David is a highly sought after speaker and has given keynotes around the world including at 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. Now Chief Growth Officer at Kids II (Baby Einstein, DIsney Baby and more) David 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.


 More about David Butler

Design to Grow
In today’s world, every company is at risk of having a “Kodak Moment”—watching its industry and the competitive advantages it has developed over years, even decades, vanish overnight. The reason? An inability to adapt quickly to new business realities. Established companies are at risk, but it’s no easier being an agile startup, because most of those fail due to their inability to scale. Tomorrow’s business winners—regardless of size or industry—will be the ones that know how to combine scale with agility
»» Design to Grow at Simon and Schuster



YouTube Overview: Scale & Agility

A brief overview on how to combine the ‘fixed’ elements of an organization with the ‘flexible’ elements – from products to people – to design for scale or agility.

Fast Company
Meet the man with a nearly uncontainable design challenge: making Coke even bigger (and staying ahead of Pepsi). Butler’s job has been to build a central design apparatus that is at once specific and flexible, one that can roll out across the globe without losing focus–or customers. “If you distill it down, it’s this,” Butler says. “Big giant brands. Big scale. And how to create value through design.”

»» Read the full article at Fast Company

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