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The Scott Scheper Podcast
How Lego Turned Around Their Company
Feb 21, 2024
Exploring how Lego turned around their company by simplifying sets, shifting focus to customer preferences, listening to top buyers, embracing authenticity, building community for creators, supporting passion-driven innovation.
06:43
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Quick takeaways
- Lego's success came from listening to dedicated fans for complex sets, not simplifying products blindly.
- Creators should focus on dedicated customer feedback over mainstream opinions or surveys for meaningful growth.
Deep dives
Listen to Your Hardcore Diehard Customers
Lego's struggle with declining revenue led them to initially follow consultants' advice to simplify their Lego sets, which backfired and worsened their financial situation. After firing their consultants, Lego decided to consult their top 4% of buyers to understand what customers truly wanted. Surprisingly, the hardcore fans desired complex and challenging Lego sets rather than easier ones. Lego took a risk by releasing the intricate Millennium Falcon set, which significantly boosted their sales by focusing on their dedicated customer base.
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Discover
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Listen to the best highlights from the podcasts you love and dive into the full episode