Preface ix
Introduction: When the Bricks Click 1
Part 1 The Seven Truths of Innovation and LEGO Group's Decline
Chapter 1 Stacking Up 13
The Birth of the Brick
Chapter 2 Boosting Innovation 39
The LEGO Group's Bold Bid to Keep Pace with a Fast-Forward World
Chapter 3 Losing Control 63
The Scattered Remains of Runaway Innovation
Part 2 Mastering the Seven Truths of Innovation and Transforming LEGO
Chapter 4 Building an Innovation Culture 95
The Return to Core Values
Chapter 5 Becoming Customer Driven 123
The Rebirth of LEGO City
Chapter 6 Exploring the Full Spectrum of Innovation 151
The Bionicle Chronicle
Chapter 7 Fostering Open Innovation 179
Mindstorms, Architecture, and the Wisdom of the Clique
Chapter 8 Attempting a Disruptive Innovation 215
Aiming for the Stars with LEGO Universe
Chapter 9 Sailing for Blue Ocean 239
"Obviously LEGO, but Never Seen Before" and the Birth of LEGO Games
Chapter 10 Leveraging Diverse and Creative People 263
The Ninjago Big Bang
Chapter 11 Transforming LEGO 281
The Rebirth of a Brand
Notes 295
Index 297