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s that the instructions for how it fits with the rest is actually embedded. We don’t need an instruction. We don’t need a dictionary or grammar. It’s embedded in the system. It became this platform where people all over the world had a shared language, it’s like the letters or notes in music. It’s a creative tool, it’s a creative medium, but it’s also a language. It’s a language that’s more global than English and Windows. So with such a limitless product, how did the LEGO company experience anything but constant success? Believe it or not, not that long ago, the company was in pretty dire straits. On the CBS Worldwide Market Watch, the Danish toymaker LEGO today reported its first ever annual loss. If the kids love it, why then is the Danish company in so much trouble? What happened to LEGO is LEGO had an unprecedented growth rate when it really got the bricks right in ‘, until the mid-s. It was growing fast, everything was good, and it suddenly collapsed. Sales of two of their three big products fall off a cliff. And they almost went out of business in . Ten years ago, our company was in serious trouble, and the wonderful thing about it, we couldn’t blame anybody else. They had lost sight of their most important asset: the genius of the LEGO system. Smart people from around the world had told LEGO in the ‘s that this brick is gonna become irrelevant. You need to find new things. It was seen as game Actually, this was seen as uncool. They were making more and more custom pieces for specific sets. At one point, they had over , unique elements. Some of the sets had only a few elements and required almost no construction. When we made products which were quicker to build, those who didn’t like to build still said, “I don’t like to build it. I’d rather buy a die-cast car or doll or something else.” And those who actually did like LEGO for what it is, they said, “What is this now?” And because we didn’t understand that and also because we were actually, frankly, quite arrogant as a company towards our customers,


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