Brick by Brick

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Brick by Brick takes you inside the LEGO you've never seen. It follows the teams behind some of the world's most beloved toys, showcasing the company's disciplined approach to creativity and detailing a remarkable business transformation. The narrative reveals how LEGO struggled to adapt to changes in children's lives, leading to a decline in relevance. When company leaders applied popular innovation strategies, they inadvertently brought LEGO to the brink of bankruptcy. This near-collapse illustrates that theoretical solutions can fail in a competitive global market. A new management team, confronted with the rise of electronic toys and demanding consumers, reinvented the innovation playbook, turning LEGO into one of the fastest-growing, most profitable companies worldwide. Throughout the journey, Brick by Brick highlights how LEGO became customer-driven by collaborating with kids and adult fans, leveraged a comprehensive approach to innovation, and utilized both crowd wisdom and elite expertise. The company discovered untapped "blue ocean" markets while thriving in competitive environments and fostered a culture where profitable innovation could thrive. Packed with practical lessons, Brick by Brick offers insights for executives, entrepreneurs, and fans alike on building an innovation advantage, brick by brick.