Innovation Road Map-1
Innovation Road Map-1
Innovation Road Map-1
BRICK BY BRICK: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry AUTHOR: David C Robertson with Bill Breen PUBLISHER: Random House Price: ~599
REUTERS
RECONFIGURE Combine known parameters of category to create unique and better solutions
Core processes
Financial planning > Sales and operations planning > Performance management
>
Enabling processes
Marketing Forecasting > Customer business planning
> >
Product Offering
> >
Platform
>
Messaging
>
Building systems > Toy technology > Digital platforms > Packaging platforms
Campaigns > Web sites > Point of sales displays > Catalogues
Customer interaction
Communities (online or not) > Events > Customer service
>
Sales channel
>
Business model
>
to reconfigure to change existing building systems or platforms to provide a new customer experience. LEGO had a blockbuster with its Star Wars toys and a minor but promising success with Slizer. Combining the two concepts to produce a set of buildable action figures with a rich, episodic story line meant that LEGO had to blaze a new path to profits, but it was starting from a familiar place. The result was a hit series of toys that gener-
ated significant sales for almost a decade. Reconfiguring innovations change the terms of competition in an existing market. The most difficult and unpredictable innovation is the kind that redefines a category. Case in point: the 1998 Mindstorms RCX kits, the company's first foray into robotics. (The second version of Mind-storms, released in 2006, was a reconfigure innovation for LEGO.) The LEGO Group's senior management put
all these definitions onto a single pagean innovation matrixthat it used to map the kinds of innovations it would pursue.
Reprinted by permission of the publisher. Excerpted from Brick by Brick by David Robertson with Bill Breen. Copyright Random House. All rights reserved. Related interview with David Robertson, co-author, Brick by Brick, on page 3