how lego caught the cluetrain (razorfish version)
DESCRIPTION
TRANSCRIPT
![Page 1: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/1.jpg)
how LEGO caught the Cluetrainhow adult fans changed a kids toy company
![Page 2: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/2.jpg)
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.
![Page 3: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/3.jpg)
a storyThe Social Web
![Page 4: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/4.jpg)
Back to the Future....
![Page 5: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/5.jpg)
thedream
![Page 6: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/6.jpg)
thedreamjob
![Page 7: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/7.jpg)
“a powerful global conversation has begun.”
![Page 8: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/8.jpg)
“markets are conversations”
![Page 9: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/9.jpg)
http://media.peeron.com/pics/inv/setpics/6769-1.1105127511.jpg
inside Fort Business
![Page 10: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/10.jpg)
“what do you mean you don’t
know?!?”
![Page 11: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/11.jpg)
4problems
![Page 12: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/12.jpg)
back to the Cluetrain...
![Page 13: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/13.jpg)
Cluetrain Manifesto #52
“Paranoia kills conversation.That’s its point. But lack of open conversation kills companies.”
![Page 14: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/14.jpg)
“we don’t accept
unsolicited ideas”
![Page 15: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/15.jpg)
what is “secret”?
![Page 16: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/16.jpg)
skip the NDA
![Page 17: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/17.jpg)
discomfort
lack of trust
protectionism
![Page 18: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/18.jpg)
#77“You’re too busy ‘doing
business’ to answer our email? Oh gosh, sorry, gee, we’ll come
back later. Maybe.”
![Page 19: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/19.jpg)
majority!
![Page 20: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/20.jpg)
the minority?
![Page 21: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/21.jpg)
“fans are weird”
![Page 22: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/22.jpg)
... yes, fans are weird.
![Page 23: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/23.jpg)
but when this is the perception...
![Page 24: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/24.jpg)
... time for a culture shift.
![Page 25: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/25.jpg)
CustomerCompany
Higher Calling
Customer
Higher Calling
CompanyCustomer
OLD WAY MORE RECENTLY TODAY
Company
![Page 26: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/26.jpg)
CustomerCompany
Higher Calling
Customer
Higher Calling
CompanyCustomer
OLD DAY MORE RECENTLY TODAY
Company
![Page 27: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/27.jpg)
CustomerCompany
Higher Calling
Customer
Higher Calling
CompanyCustomer
OLD DAY MORE RECENTLY TODAY
Company
![Page 28: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/28.jpg)
LEGO...a creative medium
![Page 29: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/29.jpg)
#50“The org chart is hyperlinked,
not hierarchical.”
![Page 30: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/30.jpg)
air cover + tenacity
![Page 31: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/31.jpg)
Cluetrain Manifesto #85
“When we have questions we turn to each other for answers.”
![Page 32: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/32.jpg)
![Page 33: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/33.jpg)
![Page 34: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/34.jpg)
![Page 35: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/35.jpg)
![Page 36: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/36.jpg)
Cluetrain Manifesto #72
“We like this new marketplace much better. In fact, we’re
creating it.”
![Page 37: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/37.jpg)
![Page 38: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/38.jpg)
“you’re insane.”
![Page 39: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/39.jpg)
is it worth it?
![Page 40: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/40.jpg)
back to basics
![Page 41: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/41.jpg)
$500 + 5,000 pieces
![Page 42: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/42.jpg)
design it, buy it, receive it
![Page 43: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/43.jpg)
live it, play it
![Page 44: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/44.jpg)
Wired
![Page 45: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/45.jpg)
Better Building
Experience
Cooler sets
Multiple Ages
Healthy Bottom Line
![Page 46: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/46.jpg)
solve problemsAgencies need to
![Page 47: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/47.jpg)
aka:why Jake has a job
![Page 48: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/48.jpg)
Anti-Campaign Thinking
Selling Hard Ideas
Translating Fandom
Coaching vs. Surrogate
The Billing Model
![Page 49: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/49.jpg)
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
![Page 50: How LEGO caught the Cluetrain (Razorfish version)](https://reader033.vdocuments.net/reader033/viewer/2022051323/5485b762b4af9f8c0d8b4f7d/html5/thumbnails/50.jpg)
Jake McKeeChief Ant Wrangler
Ant’s Eye View
214.566.5957
how LEGO caught the Cluetrain