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