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Articles and Tools:The Power of Clear Vision: Examples From the LEGO Company

In 1954, Denmark-based toy manufacturer The LEGO Company had established a reputation for making high quality wooden toys. Some five years earlier they had introduced a plastic toy called “the automatic binding brick” to a poor reception that spawned prophesies of failure from industry press.

Inspired by a conversation with the buyer for a toy store, Godtfred Kirk Christiansen, then a junior managing director of the company, defined a new vision for LEGO products. He distilled that vision into specific terms - LEGO products should measure up to the following

Unlimited play potential
For girls and boys
Fun for every age
Year-round play
Healthful, quiet play
Long hours of play
Development/ imagination/ creativity
The more toys, the greater their value
Extra sets available
Quality in every detail

After careful analysis of its entire product line of 200 wooden and plastic toys, it determined that the automatic binding brick held the best potential. The company developed a precision mass production system around the brick and Some 50 years later, the LEGO brick is one of the most widely known and loved toys in the world. The LEGO Company, still privately held, is 4th largest toy manufacturer, and it is arguably the most recognized brand of toy in the world.

Essentially, Mr. Christiansen had reformulated the companies mission- LEGO would not just provide high quality toys, but a system for play that delivered products that met the exacting points above. The company then focused on a few key result areas paraphrased by Mr. Christiansen's own account:

Identifying a product made up a few components, with healthy potential for international mass production
Improving that product from a technical point of view
Develop a production system around that product

Additionally, projects that made up these initiatives could easily be said to have specific elements of these key result areas within their success criteria.

By focusing his company on this mission and key result areas, Mr. Christiansen catapulted LEGO into what is today the fourth largest manufacturer of toys in the World, according to the www.LEGO.com.