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.