Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy IndustrySometimes radical yet always applicable, Brick by Brick abounds with real-world lessons for unleashing breakthrough innovation in your organization, using LEGO--which experienced one of the most remarkable business transformations in recent history--as a business model. As LEGO failed to keep pace with the revolutionary changes in kids' lives and began sliding into irrelevance, the company's leaders implemented some of the business world's most widely espoused prescriptions for boosting innovation. Ironically, these changes pushed the iconic toymaker to the brink of bankruptcy, showing that what works in theory can fail spectacularly in the brutally competitive global economy. It took a new LEGO management team--faced with the growing rage for electronic toys, few barriers to entry, and ultra-demanding consumers (ten-year old boys)--to reinvent the innovation rule book and transform LEGO into one of the world's most profitable, fastest-growing companies. Along the way, Brick by Brick reveals how LEGO: - Became truly customer-driven by co-creating with kids as well as its passionate adult fans - Looked beyond products and learned to leverage a full-spectrum approach to innovation - Opened its innovation process by using both the "wisdom of crowds" and the expertise of elite cliques - Discovered uncontested, "blue ocean" markets, even as it thrived in brutally competitive red oceans - Gave its world-class design teams enough space to create and direction to deliver built a culture where profitable innovation flourishes Whether you're a senior executive looking to make your company grow, an entrepreneur building a startup from scratch, or a fan who wants to instill some of that LEGO magic in your career, you'll learn how to build your own innovation advantage, brick by brick. |
Contents
PART | 11 |
CHAPTER 3 | 47 |
PART | 93 |
CHAPTER 6 | 145 |
CHAPTER 7 | 170 |
CHAPTER 8 | 213 |
CHAPTER 10 | 263 |
Notes | 295 |
Other editions - View all
Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the ... David C. Robertson,Bill Breen No preview available - 2013 |
Common terms and phrases
action adult Architecture began believed better Billund Bionicle brand build called challenge City company's concept consumers continued core cost create creation creative crowdsourcing culture customers defined deliver designers development team direction early effort entirely executives Explore fans figure focus four future gave growth Heads ideas imagine innovation kids kits Knudstorp Kristiansen later launch leaders LEGO bricks LEGO Group's less look Lund million Mindstorms months move needed never Nipper offerings organization original percent pieces plastic play experience Plougmann product lines profits pushed recalled result retailers Smith-Meyer Star Wars story strategy success theme thousand tion took turn United Universe wanted