1.

To implement Professor Robertson's guidance system at LEGO, I would recommend the

a. Conduct a thorough assessment: Evaluate the current systems and processes at LEGO to
identify areas for improvement and determine how the guidance system can be integrated.

b. Develop a clear vision: Define a clear vision for LEGO's future, specifically highlighting the
importance of innovation and long-term success.

c. Create a strategic plan: Develop a detailed plan that outlines the steps needed to integrate the
guidance system, including the allocation of resources, training programs, and timelines.

d. Communicate and engage with employees: Communicate the vision and strategic plan to all
employees, ensuring they understand the purpose of the guidance system and their role in its
implementation.

e. Provide training and support: Offer training programs to employees to help them understand
and navigate the guidance system effectively. Provide ongoing support and resources to ensure a
successful transition.

f. Monitor and adapt: Continuously monitor the effectiveness of the guidance system and make
necessary adjustments to ensure its success.

2. LEGO's strengths that they can build upon include:

a. Brand heritage and recognition: LEGO has a long history and strong brand recognition, which
can be leveraged to attract customers and maintain market leadership.

b. Product quality and creativity: LEGO sets are known for their high-quality design and the
ability to foster creativity and imagination in children and adults alike.

c. Strong customer loyalty: LEGO has a loyal customer base, which can serve as a foundation for
new innovation and product development.

Areas for improvement for LEGO could be:

a. Innovating for a digital age: As technology evolves, LEGO could explore integrating digital
components or interactive experiences into their products to stay relevant and capture the
attention of younger generations.

b. Diversifying product offerings: While LEGO has a vast range of products, there may be
opportunities to expand into new areas or target different market segments to drive growth.

c. Strengthening supply chain and distribution networks: Improving efficiency in the supply
chain and distribution processes can help LEGO meet customer demands more effectively and
reduce costs.
 3. To get back on track and institute a long-term plan for success centered around
innovation, LEGO can utilize the following concepts from the chapter:

a. Foster a culture of innovation: Encourage employees to think creatively, take risks, and
challenge the status quo. Create channels for idea sharing and provide incentives for innovative
thinking.

b. Invest in research and development: Allocate resources to research and development activities
to stay at the forefront of technology and trends. Explore partnerships with educational
institutions or other innovative companies to drive collaboration and innovation.

c. Develop an open innovation strategy: Look beyond internal resources and actively seek ideas
and collaborations from external sources. This can include partnering with startups, engaging
with user communities, or crowdsourcing ideas.

d. Implement a systematic approach to innovation: Establish a clear process and framework for
innovation, including idea generation, evaluation, and implementation. This ensures that
innovative ideas are properly assessed and can be implemented effectively.

e. Continuously evaluate and adapt: Regularly review the effectiveness of innovation initiatives,
learn from failures, and make necessary adjustments to keep the long-term plan on track.

By incorporating these principles, LEGO can create a roadmap for innovation and position itself
for long-term success in a rapidly changing market.