Reinterpret the Idea—Never Replace It

“The story of LEGO shows that an idea does not survive on its own – it must be continuously reinterpreted and transformed to meet new technological and market conditions. In that process, it is crucial that the qualities that make the idea special remain intact.”

“It is this idea that LEGO’s changing leaders have been able to rethink and renew from generation to generation. It is the idea that was almost lost when the company lost faith in itself – and it is the idea that Jørgen Vig Knudstorp and his management team have returned to, while also bringing it into the digital and interactive age.”