Depth Before Breadth in a Single Idea

"Godtfred consistently maintained the play system’s core idea. New products were about exploring depth and breadth with the bricks – not about developing entirely new toys. Such ideas were scrapped."

"Godtfred insisted, however, that the focus should be on the bricks and the system around them. If the focus shifted, Godtfred feared that competitors would catch up and overtake LEGO."

"Similarly, Godtfred rejected ideas of buying other toy companies. Whatever it would bring to LEGO, it would not fit with LEGO’s platform and core idea – or what one would today call a “brand.” He believed that a consistent focus on the core idea and its possibilities was the way to create a strong position in the market and in the consciousness of consumers."

"In 1965, LEGO established a proper development department. It was necessary, but Godtfred was nervous about the construction. He feared that entirely new product ideas would sneak in, which had nothing to do with the LEGO system—because in the department, it would likely be reasoned that it was too vulnerable to build the company on just one idea and that it would be good to spread the risk."