SlideShare une entreprise Scribd logo
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

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