LEGO® SERIOUS PLAY® - For companies

LEGO® SERIOUS PLAY® methodology is an innovative process designed to enhance innovation and business performance . Based on research which shows that this kind of hands-on, minds-on learning produces a deeper, more meaningful understanding of the world and its possibilities, the LEGO® SERIOUS PLAY® methodology deepens the reflection process and supports an effective dialogue for everyone in the organization.

LEGO® SERIOUS PLAY® is built upon a process which stems from the heart of LEGO bricks and the LEGO system. Looking for a tool to unlock innovation within the company, the LEGO Group realized that a solution might be found in the LEGO System itself: just as the LEGO Group had been telling children to ‘build their dreams’ for decades, so perhaps adults could be asked to build their visions for future strategy.

Research has shown that the process of making something, which is then discussed, can lead to much more valuable, insightful and honest discussions. The creative, reflective process of making something prompts the brain to work in a different way and can unlock new perspectives. In addition, when all participants have a constructed object in front of them, at the start of a discussion – an object which represents what they think is important about the issue at stake, before anyone has said a word about it – this gives all participants the opportunity to set their own issues on the table (literally and metaphorically), and they all have an equal standing.

When we give shape and form to our imagination, by constructing and externalizing concepts – making them tangible and shareable – we can not only reflect on them ourselves, but invite others to reflect with us. LEGO® SERIOUS PLAY® offers an engaging hands-on environment, where the activity is perceived as meaningful, one’s abilities are in balance with the challenge at hand, and one has the tools to express the emerging knowledge.

Every stage of the LEGO® SERIOUS PLAY® process involves building with LEGO bricks, utilizing the ‘hand-mind connection’. Therefore everything that is discussed comes from out of the building process, where the hand and mind engage to give visual, metaphorical shape to meaningful things, emotions, and relationships.

The LEGO® SERIOUS PLAY® methodology offers a sophisticated means for a group to share ideas, assumptions and understandings; to engage in rich dialogue and discussion; and to work out meaningful solutions to real problems.


The LEGO® SERIOUS PLAY® methodology is a radical, innovative, experiential process designed to enhance business performance. It is based on the belief that everyone can contribute to the discussion, the decisions and the outcome.The bricks work as a catalyst – and when used for building metaphors, they trigger processes that you were previously unaware of.

Participants come away with skills to communicate more effectively, to engage their imaginations more readily, and to approach their work with increased confidence, commitment and insight. Fully harvest the insight, ideas and imagination available in your organization. The LEGO® SERIOUS PLAY® methodology taps into the human ability to imagine – to describe and make sense of the business at hand, to initiate change and improvement, and even to create something radically new.

What is the LEGO® SERIOUS PLAY® Method?

The LEGO SERIOUS PLAY® method (LSP) is a facilitated thinking, communication and problem-solving technique for organizations, teams and individuals. It draws on extensive research from the fields of business, organizational development, psychology and learning, and is based on the concept of “hand knowledge.”

The LSP method is based on a set of fundamental beliefs about leadership and organizations:

  Leaders don’t have all the answers. Their success is dependent on hearing all voices in the room.

 People naturally want to contribute, be part of something bigger and take ownership.

 Allowing each member to contribute and speak out results is a more sustainable business model.

 All too often, teams work sub-optimally, leaving team member knowledge untapped.

 We live in a world, which can best be described as complex and adaptive.

Why to use LEGO® SERIOUS PLAY® ?

Use of imagination

Use of imagination

The LEGO SERIOUS PLAY method taps into the human ability to imagine, to describe and to make sense of a situation at hand, to initiate change and improvement, and even to create something radically new. When our hands are used in learning, a complicated process takes place that generates a powerful emotional charge. As a result, not only do thoughts and ideas that are built with our hands tend to be expressed in greater detail, they are also more easily understood and remembered.

Leveling the playing field

Leveling the playing field

Traditional ways of working together do not always offer an opportunity for each person to express critical insights. LEGO SERIOUS PLAY levels the playing field, engaging 100 percent attention and participation. Wise leaders recognize that the only sustainable source of competitive advantage is the experience, knowledge and imagination present in the people of the organization.

Efficient decision-making

Efficient decision-making

Within just a few days, a group or team can have a clear, shared direction with people who are confidently aligned and committed to a course of action. Suddenly, insights have real impact on their work and choiceof actions.

When to use LEGO® SERIOUS PLAY® ?

LEGO® SERIOUS PLAY® is a tool which can be used in a wide range of contexts.

Team building, where a group of people work together (but do not necessarily know each other very well)

Working out the best solution to a shared problem

Dezvoltare strategiei, cand toate persoanele implicate au oportunitatea sa contribuie cu viziunea lor asupra obiectivelor si provocarilor si sa o consolideze si cu parerile celorlalti

Strategy development, where all relevant indi¬viduals get the opportunity to contribute their vision of the aims and challenges, and consoli¬date these with the ideas of others

Creating a shared mindset about something

Understanding each other’s points of view on a deeper level

Having effective and constructive discussions where everybody is heard

Unleashing creative thinking

What LEGO® SERIOUS PLAY® can achieve in organizations?

When a leader or manager wants to gather the full individual and team brain power to work on complex business issues such as developing strategy plans, handling conflicts, forming and developing teams and working with turnaround and restructuring – then LEGO® SERIOUS PLAY® is the method of choice.

LEGO® SERIOUS PLAY® has been used at companies worldwide as an innovative way to increase the com¬mitment, confidence and insight of their executives, managers and employees. It has been used for a broad range of purposes, including:

Strategy development and exploration – Examining and evaluating relations to external partners and clients.

Organizational development – For management, teams and individual employees.

Innovation and product development – Unleashing creative thinking and transforming ideas into concrete concepts.

management – Facilitating and implementing structural changes and mergers.

Experience shows great relevance of the LEGO® SERIOUS PLAY® method in other areas such as scenario development and testing, mergers and acquisitions, branding, leadership and team development, turnaround and restructuring, market entry, operational efficiency and competitive analysis.

The four basic steps of the LEGO® SERIOUS PLAY® process structure are:

1. The Challenge

The facilitator poses the building challenge to the participants.

2. Building

The participants build a LEGO model representing their reflections on the building challenge

3. Sharing

The participants share the meaning and the story that they have assigned to their own model

4. Reflecting

Participants are encouraged to reflect on what was heard or seen in the model

A central strength of LEGO® SERIOUS PLAY® is that participants in the process are encouraged and enabled to:

Think and reflect

Contribute to the communication process

Listen to each other

Think and communicate in a different way they usually do

LEGO® SERIOUS PLAY® exemplifies the virtues of the LEGO System as a whole. It is creative, enabling, and open. It does not set any path for the individual or group to follow, but rather embraces and supports any ideas that may emerge, and encourages development and collaboration to make these stronger. Every stage of the LEGO® SERIOUS PLAY® process involves building with LEGO bricks, utilising the ‘hand-mind connection’: there is never a point where participants merely sit back and write down, or chat about, the issues without building their response first. Therefore everything that is discussed comes from out of the building process, where the hand and mind engage to give visual, metaphorical shape to meaningful things, emotions, and relationships.

The possible phases of a LEGO® Serious Play workshop


Skils Building

Participants get introduced to the LEGO® Serious Play methodology and build simple models to get familiar whit the LEGO® bricks


Individual models

Participants build individual models that represent their personal vision for a business challenge there are looking for solutions


Landscaping/shared models

Starting from the individual models, participants are building the shared vision of the company regarding the objectives of the workshop, landscape that integrates the individual vision of each participant


Playing emergence and Decisions

Participants play emergence situations that might have impact on the business and find possible way of actions and also extracting simple guiding principles

One workshop can vary from 1 – 2 days, depending on the business situation that want to be solved and the number of the participants.

Worldwide the LEGO® SERIOUS PLAY® methodology us successfully used and implemented in organization like:

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