Ep.323 How LEGO Turned Fans Into Its Secret Growth Engine

LEGO’s comeback wasn’t powered by ads—it was powered by humility. When side projects nearly broke the company, they launched LEGO Ideas, an online platform where fans could submit and vote on new sets. A “Ship in a Bottle.” “Women of NASA.” Every winning design started in a fan’s living room and arrived on shelves with a built-in audience. By launch day, each product already had a story, a tribe, and guaranteed demand. That’s not marketing—it’s co-creation. The real lesson? Stop guessing what...