Brick by Brick takes you inside the LEGO you've never seen. By following the teams that are inventing some of the world's best-loved toys, it spotlights the company's disciplined approach to harnessing creativity and recounts one of the most remarkable business transformations in recent memory.
Brick by Brick reveals how LEGO failed to keep pace with the revolutionary changes in kids' lives and began sliding into irrelevance. When the company's leaders implemented some of the business world's most widely espoused prescriptions for boosting innovation, they ironically pushed the iconic toymaker to the brink of bankruptcy. The company's near-collapse shows 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
Sometimes radical yet always applicable, Brick by Brick abounds with real-world lessons for unleashing breakthrough innovation in your organization, just like LEGO. 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.
|Publisher:||The Crown Publishing Group|
|Product dimensions:||6.56(w) x 9.34(h) x 1.12(d)|
About the Author
DAVID C. ROBERTSON joined the faculty of the Wharton School at the University of Pennsylvania in January of 2011, and was the LEGO Professor of Innovation and Technology Management at IMD in Lausanne, Switzerland from 2002 through 2010. As the LEGO Professor, Robertson was given unique access to the company’s management team, has written two case studies about the company, and is the co-author of a Harvard Business Review piece on LEGO. At IMD, Robertson was the co-director of the school’s largest executive education program, the Program for Executive Development, and directed programs for Credit Suisse, EMC, HSBC, Skanska, BT, and other leading European companies. For more on Robertson’s background, and to contact him for speaking and consulting engagements, visit www.robertsoninnovation.com.
BILL BREEN is a founding member of the team that launched Fast Company, which gained an avid following among businesspeople and won numerous awards, including the National Magazine Award for General Excellence. As senior editor, he edited Fast Company's special issues on design and leadership and wrote many articles on competition, innovation, and personal success. He is the coauthor of The Responsibility Revolution and The Future of Management, which the editors of Amazon.com selected as the best business book of the year. Breen speaks to business audiences on leadership, innovation and sustainability; he has appeared on CNN, Fox, CBS, National Public Radio, and other media outlets. Connect with Bill at firstname.lastname@example.org.
Table of Contents
Introduction: When the Bricks Click 1
Part 1 The Seven Truths of Innovation and LEGO Group's Decline
Chapter 1 Stacking Up 13
The Birth of the Brick
Chapter 2 Boosting Innovation 39
The LEGO Group's Bold Bid to Keep Pace with a Fast-Forward World
Chapter 3 Losing Control 63
The Scattered Remains of Runaway Innovation
Part 2 Mastering the Seven Truths of Innovation and Transforming LEGO
Chapter 4 Building an Innovation Culture 95
The Return to Core Values
Chapter 5 Becoming Customer Driven 123
The Rebirth of LEGO City
Chapter 6 Exploring the Full Spectrum of Innovation 151
The Bionicle Chronicle
Chapter 7 Fostering Open Innovation 179
Mindstorms, Architecture, and the Wisdom of the Clique
Chapter 8 Attempting a Disruptive Innovation 215
Aiming for the Stars with LEGO Universe
Chapter 9 Sailing for Blue Ocean 239
"Obviously LEGO, but Never Seen Before" and the Birth of LEGO Games
Chapter 10 Leveraging Diverse and Creative People 263
The Ninjago Big Bang
Chapter 11 Transforming LEGO 281
The Rebirth of a Brand
Most Helpful Customer Reviews
Gets dry at points, but a very good read. Shows how not being flexible hurts a company. Then being to flexible can about kill it. Balance seems to be the best solution.
Happiness is one brick at a time.
3 grandchildren (Boys of one family, father a graduate of Wharton at U of Penn ) have put together and enjoyed all Legos, over & over, since ages of 2-4-7 to now at ages 6-8-11. They love them all and always will. (Except when certain parts are left out of the sets - these are returned & money is refunded.) Architecture sets are VERY educational and putting together any of them is great for Finger Dexterity. They are WONDERFUL. We have a big house and we don't mind finding and picking up the pieces that are temporarily lost.. You can do it in a Condo or smaller house, and appreciate the wonderful creations that are surrounding you. I love the Big Black Pirate Ship .