In the dynamic world of product development, the challenge of capturing genuine feedback is paramount, especially when your target audience includes the most straightforward critics: children. The LEGO Group’s revival story, spearheaded by Jørgen Vig Knudstorp, offers a blueprint for re-engaging with this unique demographic. Here’s how they’ve done it — and what your business can learn from their approach.
The LEGO Turnaround: A Masterclass in Listening
LEGO’s early 2000s crisis wasn’t just about financial instability; it was a crisis of connection with its young audience. The company’s rebound was built on a foundation of re-establishing this lost connection, focusing on direct feedback from children to steer its innovation. This pivotal shift from arrogance to engagement underscores the first lesson for product leaders: never underestimate the power of your user’s voice, no matter how young they are.
Observation Over Assumption
Instead of relying on traditional feedback mechanisms, watch how your customers play, solve problems, and interact with tools . This can reveal more than any survey. It’s about understanding the unspoken needs and desires of your users.
Engaging Young Minds: The Power of Storytelling
Asking your users to narrate their “product play” or imagine improvements can unlock creative feedback that direct questions might not. It’s an approach that blends observation with engagement, providing a richer picture of how products are used — and how they could be better.
Questions to Ponder
- How can your business better engage with its end users to drive innovation?
- What unconventional methods might provide deeper insights into your product’s use?
- How can the principles of play inform your product development process?
Final Thoughts
The journey of LEGO highlights a fundamental truth in business: innovation is not just about new ideas but about listening, learning, and adapting based on your users’ feedback. Whether your users are Fortune 500 companies or schoolchildren, the lesson is universal. Engage, listen, and let their insights guide your next big breakthrough.
Learn More: References & Further Reading
For those looking to delve deeper into the principles of user-centered innovation and the story of LEGO’s turnaround, consider these resources:
- Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry by David Robertson and Bill Breen. This book offers an in-depth look into how LEGO faced significant challenges and innovated its way to global dominance. It’s a must-read for understanding the importance of user-centered design and innovation.
- The LEGO Book by Daniel Lipkowitz. A comprehensive overview of LEGO’s history, philosophy, and the evolution of its products. This book provides valuable insights into the company’s approach to engaging with its audience and fostering creativity.
- WHY PLaY https://learningthroughplay.com/why-play An online article detailing LEGO’s educational philosophy and its impact on product development. It explores how play can be a powerful tool for learning and innovation.
- Jørgen Vig Knudstorp’s interviews and speeches. Various online resources feature insights from LEGO’s former CEO, offering perspectives on leadership, innovation, and the importance of staying connected with your user base, e.g.:
Notes for Readers
- Innovation is not a solitary journey but a collaborative process that thrives on feedback and engagement.
- Engaging with your end users, especially in creative and non-traditional ways, can uncover invaluable insights for product development.
- -The principles of play and creativity are powerful tools for problem-solving and innovation, applicable beyond the toy industry to all areas of product development.
- Continuously learning from both successes and failures is crucial for sustainable innovation.
These references and notes aim to inspire product builders to embrace a user-centric approach to innovation, leveraging insights from successful companies like LEGO. Whether through direct engagement, observation, or fostering an environment of creativity and play, there’s much to learn from the way toys are developed for children that can apply across the spectrum of product development.
