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How Lego Transformed Customer Inputs Into Revenue Growth To Survive

LEGO, the iconic toy company, is well-known for using customer feedback to drive innovation and revenue growth. One notable story is how customer feedback led to the creation of a new product line that became a massive success.

In the mid-2000s, LEGO was facing financial challenges and a decline in sales. To turn things around, the company decided to actively listen to its customers and involve them in the innovation process. LEGO launched an online platform called LEGO Ideas (formerly LEGO Cuusoo), where fans could submit their own designs for potential LEGO sets.

One such fan submission was the "LEGO Minecraft" set by Markus Persson, also known as "Notch," the creator of the popular video game Minecraft. Minecraft's blocky, creative gameplay naturally resonated with LEGO's building concept, and fans quickly showed their support for the idea on the LEGO Ideas platform.LEGO not only listened to the customer feedback but also saw an opportunity for a unique crossover product. They engaged with Markus Persson and collaborated to develop the LEGO Minecraft set. The product's development process involved direct communication with Minecraft's passionate fan base, who provided input on design details and features.

The resulting LEGO Minecraft set captured the essence of the game and allowed fans to build and create their virtual world with physical bricks. The product's success was remarkable. It not only rejuvenated LEGO's sales but also brought a new level of engagement and excitement among both LEGO enthusiasts and Minecraft players.

Ask your customers to be part of the solution, and don't view them as part of the problem. - Alan Weiss

Lego Transforming Customer Inputs Into Revenue Growth:

  1. Customer-Centric Innovation: LEGO's willingness to listen to its customers and collaborate on innovative ideas led to the creation of a product that resonated with a broader audience beyond traditional LEGO fans.

  2. Leveraging Existing Fan Base: By tapping into the Minecraft community's enthusiasm, LEGO effectively extended its customer base and leveraged an existing fan base's loyalty.

  3. Co-Creation: Involving customers in the product's development process not only improved the final product but also built a sense of ownership and loyalty among those who contributed their feedback.

  4. Successful Cross-Promotion: The LEGO Minecraft set benefited from the popularity of the Minecraft video game, effectively leveraging cross-promotion to drive sales.

The LEGO Minecraft set's success underscores the power of customer feedback in driving revenue growth and innovation. By actively involving customers in the product development process and catering to their interests, LEGO not only improved its financial standing but also strengthened its brand's connection with its community.



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