// BarryBlog //

A creative dumping ground for issues that interest me personally and professionally, with the thought they may interest you too. Issues such as the business of design, the design of business, the design of objects, design strategy, creative direction, innovation, creativity, thought leadership, observations, as well as recommendations, mid-century modern decorative arts and architecture, and the state of my thinking (and currently the state of my heart).

Thursday, August 28, 2008

Coke Inhouse Design: Talking Design to Non-Designers

Coca-Cola's design chief David Butler was told 5-years ago: "We need to do more with design. Go figure it out." Butler describes how he has learned the most effective way to implement design strategy at a company as large and complex as Coca-Cola: avoid the word "design" as much as possible.

What a great article to help insider's speak the language of design in a language business will understand.

( via Business Week Insider )

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Blogger stage3design said...

Thanks for the post, Barry. This is a well-written and informative glimpse into the world of Coke. The most interesting quote to me is:

"Instead of generating ideas and then trying to find a place for them, Butler addressed his efforts on identifying basic problems that design can solve. His strategy has focused on three areas critical to Coca-Cola—brand identity, user experience, and sustainability."

We should explore this idea further.

8:40 AM  
Blogger studiosmith said...

Very reminiscent of Job/Ives thinking at Apple in terms of developing great products that more than meeting a need, they inspire and develop a perceived new need.

10:25 AM  

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