when LEGO caught the Cluetrain
how adult fans changed a kids toy company

The views in this presentation do not reflect
the opinion of anyone but the bonehead you
see standing in front of you. These opinions
certainly don't reflect the opinions of any
clients or employers (especially that drunken
cabinet maker from high school - man that guy
was weird). If any of the information in this
presentation is helpful, that's due to the
sheer brilliance of the speaker. If anything
is incorrect, questionable, or problematic,
blame my past employment agreement for not
allowing me to properly share the deeper
details of the project with you. Nothing in
this agreement is a trade secret, but if the
insights scare you, please don't sue me.

The Social Web
a story

Back to the Future....

the
dream

the
dream
job

“a powerful global
conversation has begun.”

“markets are conversations”

inside Fort Business

“what do you
mean you don’t
know?!?”

4
problems

back to the Cluetrain...

Cluetrain Manifesto #52
“Paranoia kills conversation.
That’s its point. But lack of open
conversation kills companies.”

“we don’t
accept
unsolicited
ideas”

what is “secret”?

skip the
NDA

discomfort
lack of trust
protectionism

#77
“You’re too busy ‘doing
business’ to answer our email?
Oh gosh, sorry, gee, we’ll come
back later. Maybe.”

rity!
ajo
m

the minority?

“fans are
weird”

... yes, fans are weird.

but when this is the perception...

... time for a culture shift.

OLD WAY
Company Customer

MORE RECENTLY
Company Customer

TODAY
Higher Calling
Company Customer

LEGO...
a creative medium

#50
“The org chart is hyperlinked,
not hierarchical.”

air cover + tenacity

Cluetrain Manifesto #85
“When we have questions we
turn to each other for answers.”

Cluetrain Manifesto #72
“We like this new marketplace
much better. In fact, we’re
creating it.”

“you’re insane.”

is it worth it?

back to basics

$500 + 5,000 pieces

design it, buy it, receive it

live it, play it

Wired

Better
Building
Experience
Cooler sets
Multiple Ages
Healthy
Bottom Line

Paranoia kills conversation
Small groups can mean big power
Air Cover + Tenacity = Success
Community solves its own problems

image credits
• Delorean: http://www.brickshelf.com/cgi-bin/gallery.cgi?m=flicker404
• Stop Sign: http://www.flickr.com/photos/tumorboy/508830967/
• Secret: http://www.flickr.com/photos/electricinca/32000874/
• LEGO Sand Castle: http://www.brickshelf.com/cgi-bin/gallery.cgi?i=2550667
• Klingon: http://www.LostArt.ws
• Aircraft Carrier: http://www.flickr.com/photos/pingnews/690276923/
• LEGO Sets are (c) The LEGO Group
• All other photos are used with permission or are (c) Jake McKee

how LEGO caught the Cluetrain
Jake McKee
Chief Ant Wrangler
Ant’s Eye View
communityguy.com
jake@antseyeview.com
214.566.5957