how lego caught the cluetrain (razorfish version)
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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
214.566.5957
how LEGO caught the Cluetrain