This document discusses the LEGO Group's approach to open innovation. It summarizes how the LEGO Group has evolved from managing creativity internally to orchestrating systematic collaboration and creativity from many external partners. It provides examples of how the LEGO Group has successfully co-created new products like Alpha Rex and RoboArm with hundreds of users. It also discusses how the Future Lab works with diverse groups like employees, fans, companies, and entrepreneurs to develop new ideas. The document advocates for enabling participation from the brand ecosystem to create value and sharing ideas through open product development and crowdsourcing.

1. Stiven Kerestegian
O p e n I n n o v a t i o n
Future Lab - LEGO

2. Questions?  3LEGO and the LEGO logo are trademarks of the LEGO Group. ©2014 The LEGO Group.
LESSFULL

4. Alpha
Rex
Spike
Tribot
2nd Gen, co-created & developed with 200+ users
RoboArm
T-­‐56
7 years developing
LEGO + MIT Engineers
3 weeks 1000 Hackers
= Better Together

5. From
Managing
Creativity
from Few
To
Orchestrating Systematic
Collaboration and Creativity
from Many
The
LEGO
Group,
Technology
and
Open
Innova7on:
S7ven
Kerestegian

6. Crowd Value
Diverse Employees
Fans & AFOLS
Companies and Institutions
Entrepreneurs & Startups

7. User Motivations
Intrinsic
Ideology
Curiosity
Self Fulfillment
Pride / Joy
Internalized Extrinsic
Making Friends
Skill Development
Recognition
Reciprocity
Extrinsic
Personal Need
Compensation
Career
The
LEGO
Group,
Technology
and
Open
Innova7on:
S7ven
Kerestegian

8. Future Lab
Successfully integrate physical &
digital creative play – “One Reality”
Entertainment
Passive
Lean back
Specific
to ME
Play
Creativity
Lean forward
Open-ended
from ME

9. FutureLab Open Innovation
TLG
TLG
TLG
Front End
Product Lines
CEE
LCI

10. Ideas that add value and support a culture of
continuous improvement & open collaboration.
=
employees and partners

11. The
LEGO
Group,
Technology
and
Open
Innova7on:
S7ven
Kerestegian

12. = Fans & Entrepreneurs

13. Open
Product
Development
= Crowdsourcing
In 48 Hours:
 10,000+ Supporters
 Prototype
 Price Point
 Market Insight
Awoken Dormant and
Connected with new
LEGO fans!

14. Value creation in the brand eco-system
SEE the resourceful user in your consumer.
Enable ways for the world to participate in your value creation.
PRACTICE WIN – WIN in everything you do.
BE CLEAR about rules and expectations.
Let the brand ecosystem do the HEAVY LIFTING.
BE as OPEN and transparent as possible.
START SMALL, experiment, and improve as you go along.
Innovate WITH and FOR the brand ecosystem.
Image:
Nathan
Sawaya
and
Dean
West,
2013

15. Effective Experience
Change
Value +Intuitive
Design

16. Great Participation Experiences!

17. Crowd Value
Diverse Employees
Fans & AFOLS
Companies and Institutions
Entrepreneurs & Start-up?

18. ?
Thank you
Stiven Kerestegian