Digital Lego

We were in Copenhagen a couple of months ago and being in the center of Lego universe reminded me how much I enjoyed playing with that toy. Or is it “those toys”?  Is each of those bricks a toy?  Anyway, long ago hours were spent on the living room floor with my assorted nephews (my nieces never seemed to be drawn to it) assembling structures large and small, great and less than great.  The boys are fully grown and likely have their Lego stored in bins buried in their parents’ basements behind discarded computers, decaying hockey gear, and musty backpacks.

I was reminded of that memory today (the Lego, not the gear and the backpacks) when I read a Harvard Business Review blog post called Creating customer value on the digital frontier.  The authors gave a number of examples of how companies are being very creative in figuring out what digital delivery models bring the most value to their particular customers.  All of this, of course, in order to differentiate themselves from their competitors.  They mention FedEx, Starbucks, Spotify, and a company called Shareables as doing a good job at revolutionizing in different ways, the customer experience.  The Lego example they cite is one that even my nephews are too old to have experienced and that is, being able to go on their website and using a tool called, Digital Designer, create models, brick by virtual brick. Lego then sends them the exact set of bricks it takes to build the physical model on their family room floor.

That would’ve been handy 10 and 15 years ago, if only because I could have used it to build and order the Princess Castle the nieces dreamt of.