Brick by Brick

The book describes the business strategy of The Lego Group in the late 1990s and early 2000s.

It highlights how the company, under the leadership of new CEO Jørgen Vig Knudstorp, refocused on its core business, cut costs, and engaged with the Lego fandom community to achieve a remarkable turnaround.

The authors provide real-world lessons on balancing innovation with discipline, pacing, and practicality, using LEGO's transformation as a business model.