Entity Dossier
entity
Majken Schultz
Strategic Concepts & Mechanics
Cornerstone MoveSystem-in-Play Over Standalone Toys
Relationship LeverageFans as Co-Developing Partners
Identity & CultureOwner as Idea Guardian Not Operator
Risk DoctrineCrisis of Belief Before Crisis of Cash
Competitive AdvantageQuality as Inherited Loyalty Engine
Operating PrincipleReinterpret the Idea—Never Replace It
Cornerstone MoveBurn the Wood, Bet the Brick
Strategic PatternDepth Before Breadth in a Single Idea
Signature MoveSell It Yourself or They'll Misunderstand It
Signature MoveSelf-Financing as Independence Doctrine
Signature MoveNo Orders—Figure It Out Yourself
Cornerstone MoveProgram the Brick Into the Computer Age
Cornerstone MoveAmputate the Empire to Save the Idea
Signature MoveGet On Your Knees to See Like a Child
Signature MoveNever Claim a Country of Origin
Primary Evidence
"“In hindsight, it seems as if LEGO has always had a clear idea, but history shows how the idea has evolved over time and has been tested many times. The greatest risk of losing the idea comes from within when the company either loses sight of itself or has been seized by growth fever,” says Majken Schultz."
Source:Lego - The Danish Management Canon, 3
"“There are far too many leaders who, in times of crisis, are only concerned with distancing themselves from the past and thinking entirely from scratch. Experiences from LEGO show that it is incredibly important to constantly hold on to the past while developing towards the future,” says Majken Schultz."
Source:Lego - The Danish Management Canon, 3