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How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry
Crown Publishing Group
July 2013
On Sale: June 25, 2013
320 pages ISBN: 030795160X EAN: 9780307951601 Hardcover
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Non-Fiction
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.
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