Sometimes 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.
