TEI 040: How LEGO is Using Customer Communities for Product Innovation

Global Product Management Talk is pleased to bring you episode 040 of...

The Everyday Innovator with host Chad McAllister, PhD.

The podcast is all about helping people involved in innovation and managing products become more successful, grow their careers, and STANDOUT from their peers.

About this Interview:  Innovation is a part of LEGO’s DNA, but this has not always been the case. In the 90s, the company’s sales were declining. They hired innovation consultant after innovation consultant, trying practices that worked for others but were not a good fit for them. In 2003 the company lost $300 million dollars. Then a few things changed, with a focus on creating “enhanced play” experiences. Today, 60% of their annual revenue comes from new products – innovation is at the core of their successful business.  Part of their turnaround is because of how they leveraged their loyal fans, creating a community that promotes the brand and extends what you can do with LEGOs.

When I asked LEGO who I could interview to discuss innovation, their response was interesting, but not surprising given how their community of fans has influenced their success. They said to talk with “bazmarc” – at least that is how he is best known in the LEGO community. Bazmarc, who is Marc Andre Bazergui is an IBM Remote Technical Support Specialist by day, and a LEGO Robots Expert by night. He is one of the 12 members of the official LEGO Mindstorms Expert Panel (LMEP) that has been actively involved in the design, testing, and development of the product. My interview with Marc uncovers community-building practices product managers can put into action.