how lego caught the cluetrain (razorfish version)

how LEGO caught the Cluetrainhow 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.

a storyThe Social Web

Back to the Future....

thedream

thedreamjob

“a powerful global conversation has begun.”

“markets are conversations”

http://media.peeron.com/pics/inv/setpics/6769-1.1105127511.jpg

inside Fort Business

“what do you mean you don’t

know?!?”

4problems

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.”

majority!

the minority?

“fans are weird”

... yes, fans are weird.

but when this is the perception...

... time for a culture shift.

CustomerCompany

Higher Calling

Customer

Higher Calling

CompanyCustomer

OLD WAY MORE RECENTLY TODAY

Company

CustomerCompany

Higher Calling

Customer

Higher Calling

CompanyCustomer

OLD DAY MORE RECENTLY TODAY

Company

CustomerCompany

Higher Calling

Customer

Higher Calling

CompanyCustomer

OLD DAY MORE RECENTLY TODAY

Company

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

solve problemsAgencies need to

aka:why Jake has a job

Anti-Campaign Thinking

Selling Hard Ideas

Translating Fandom

Coaching vs. Surrogate

The Billing Model

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

Jake McKeeChief Ant Wrangler

Ant’s Eye View

communityguy.comjake@antseyeview.com

214.566.5957

how LEGO caught the Cluetrain