how LEGO caught the Cluetrain
  how adult fans changed a kids toy company
The views in this presentation do not reflect
the opinion of anyone but the bonehead you
see standing in front of you. The...
The Social Web
       a story
Back to the Future....
the
dream
the
dream
job
“a powerful global
conversation has begun.”
“markets are conversations”
inside Fort Business
“what do you
mean you don’t
   know?!?”
4
problems
back to the Cluetrain...
Cluetrain Manifesto #52

 “Paranoia kills conversation.
That’s its point. But lack of open
conversation kills companies.”
“we don’t
  accept
unsolicited
  ideas”
what is “secret”?
skip the
  NDA
discomfort
lack of trust
protectionism
#77
   “You’re too busy ‘doing
business’ to answer our email?
Oh gosh, sorry, gee, we’ll come
     back later. Maybe.”
rity!
  ajo
m
the minority?
“fans are
  weird”
... yes, fans are weird.
but when this is the perception...
... time for a culture shift.
OLD WAY




Company             Customer
MORE RECENTLY




Company           Customer
TODAY
     Higher Calling




Company           Customer
LEGO...
a creative medium
#50
“The org chart is hyperlinked,
      not hierarchical.”
air cover + tenacity
Cluetrain Manifesto #85

 “When we have questions we
turn to each other for answers.”
Cluetrain Manifesto #72

“We like this new marketplace
  much better. In fact, we’re
         creating it.”
“you’re insane.”
is it worth it?
back to basics
$500 + 5,000 pieces
design it, buy it, receive it
live it, play it
Wired
Better
     Building
  Experience


 Cooler sets


Multiple Ages

    Healthy
Bottom Line
Agencies need to
 solve problems
aka:Jake has a job
why
Anti-Campaign Thinking


Selling Hard Ideas


Translating Fandom


Coaching vs. Surrogate


The Billing Model
image credits

•   Delorean: http://www.brickshelf.com/cgi-bin/gallery.cgi?m=flicker404

•   Stop Sign: http://www.flickr.co...
how LEGO caught the Cluetrain



                          Jake McKee
                   Chief Ant Wrangler
              ...
How LEGO caught the Cluetrain (Razorfish version)
How LEGO caught the Cluetrain (Razorfish version)
How LEGO caught the Cluetrain (Razorfish version)
How LEGO caught the Cluetrain (Razorfish version)
How LEGO caught the Cluetrain (Razorfish version)
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How LEGO caught the Cluetrain (Razorfish version)

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How LEGO caught the Cluetrain (Razorfish version)

  1. 1. how LEGO caught the Cluetrain how adult fans changed a kids toy company
  2. 2. The views in this presentation do not reflect the opinion of anyone but the bonehead you see standing in front of you. These opinions certainly don't reflect the opinions of any clients or employers (especially that drunken cabinet maker from high school - man that guy was weird). If any of the information in this presentation is helpful, that's due to the sheer brilliance of the speaker. If anything is incorrect, questionable, or problematic, blame my past employment agreement for not allowing me to properly share the deeper details of the project with you. Nothing in this agreement is a trade secret, but if the insights scare you, please don't sue me.
  3. 3. The Social Web a story
  4. 4. Back to the Future....
  5. 5. the dream
  6. 6. the dream job
  7. 7. “a powerful global conversation has begun.”
  8. 8. “markets are conversations”
  9. 9. inside Fort Business
  10. 10. “what do you mean you don’t know?!?”
  11. 11. 4 problems
  12. 12. back to the Cluetrain...
  13. 13. Cluetrain Manifesto #52 “Paranoia kills conversation. That’s its point. But lack of open conversation kills companies.”
  14. 14. “we don’t accept unsolicited ideas”
  15. 15. what is “secret”?
  16. 16. skip the NDA
  17. 17. discomfort lack of trust protectionism
  18. 18. #77 “You’re too busy ‘doing business’ to answer our email? Oh gosh, sorry, gee, we’ll come back later. Maybe.”
  19. 19. rity! ajo m
  20. 20. the minority?
  21. 21. “fans are weird”
  22. 22. ... yes, fans are weird.
  23. 23. but when this is the perception...
  24. 24. ... time for a culture shift.
  25. 25. OLD WAY Company Customer
  26. 26. MORE RECENTLY Company Customer
  27. 27. TODAY Higher Calling Company Customer
  28. 28. LEGO... a creative medium
  29. 29. #50 “The org chart is hyperlinked, not hierarchical.”
  30. 30. air cover + tenacity
  31. 31. Cluetrain Manifesto #85 “When we have questions we turn to each other for answers.”
  32. 32. Cluetrain Manifesto #72 “We like this new marketplace much better. In fact, we’re creating it.”
  33. 33. “you’re insane.”
  34. 34. is it worth it?
  35. 35. back to basics
  36. 36. $500 + 5,000 pieces
  37. 37. design it, buy it, receive it
  38. 38. live it, play it
  39. 39. Wired
  40. 40. Better Building Experience Cooler sets Multiple Ages Healthy Bottom Line
  41. 41. Agencies need to solve problems
  42. 42. aka:Jake has a job why
  43. 43. Anti-Campaign Thinking Selling Hard Ideas Translating Fandom Coaching vs. Surrogate The Billing Model
  44. 44. image credits • Delorean: http://www.brickshelf.com/cgi-bin/gallery.cgi?m=flicker404 • Stop Sign: http://www.flickr.com/photos/tumorboy/508830967/ • Secret: http://www.flickr.com/photos/electricinca/32000874/ • LEGO Sand Castle: http://www.brickshelf.com/cgi-bin/gallery.cgi?i=2550667 • Klingon: http://www.LostArt.ws • Aircraft Carrier: http://www.flickr.com/photos/pingnews/690276923/ • LEGO Sets are (c) The LEGO Group • All other photos are used with permission or are (c) Jake McKee
  45. 45. how LEGO caught the Cluetrain Jake McKee Chief Ant Wrangler Ant’s Eye View communityguy.com jake@antseyeview.com 214.566.5957

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