Five Keys to Engaging the Customer to Produce Real Innovation: Lessons From LEGO
Many thanks to Helle Winding for sending me the link to this excellent post over at marketingprofs.com where Leland D. Shaeffer takes a deeper look at five specific ways that Marketing can engage the customer in the innovation process, using examples from LEGO Group, where we continue to use these techniques successfully.
5 key points dominate the innovation process:
- Learn from your Lead Customers
- Co-design with your customers
- Empower your customers to create their own designs
- Let customers 'spead their wings'
- Help your customers gain recognition for their designs
The article is an excellent insight in to the many initiatives running at LEGO. Only through walking the talk of 'None of us are as smart as all of us' is it possible to truly realise the potential of open source - by giving people a meaningful platform where they are listened to and empowered to collaborate with us. These are immensely inspiring times to be working at LEGO and what makes me want to get up in the morning is the commitment we all have in enabling people young and old to explore and harness their unique creativity. Read more
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