Not every business can scale while maintaining flexibility. However, to be successful in this day and age, companies must learn to combine these two seemingly incompatible processes. The author of the book, Coca-Cola's chief designer, talks about how he and his team were able to transform this huge company, "teaching" it to combine growth, product diversification and the flexibility necessary to take into account the nuances of different markets. The basis of all transformations was the design, understood as a harmonious unity of all elements of the business, whether it is the appearance of a Coca-Cola bottle, management procedures or interfaces through which customers interact with the company. The book will be of interest not only to the leaders of large companies. The ability to be flexible must be preserved in any business, and leaders must always be on the lookout for the moment when the company has become too bureaucratic and complex: this can hinder growth.
