Brief summary of the article on LEGO and Digital Leadership. Source : El Sawy, O. A., Kræmmergaard, P., Amsinck, H., & Vinther, A. L. (2016). How LEGO built the foundations and enterprise capabilities for digital leadership. MIS Quarterly Executive, 15(2).

1. How LEGO Built the Foundations
and Enterprise Capabilities for
Digital Leadership
19-Aug-2020
Sungwoo Rain Park

2. 본 자료는 2016년 MIS Quarterly
Executive에 발표된 아티클에 대한 요약
정리 자료입니다.
[출처] El Sawy, O. A., Kræmmergaard, P., Amsinck, H., & Vinther, A. L. (2016). How LEGO
built the foundations and enterprise capabilities for digital leadership. MIS Quarterly Executive,
15(2).
# 원본 파일 다운로드 링크

3. Digital Leadership and Six Building Blocks
LEGO Group
Digitalization at the LEGO Group
Products Digitalization Moves
Marketing Digitalization Moves
Enterprise Platform Digitalization Moves
LEGO’s Journey Toward Digital Leadership
Lessons for Digital Leadership
목차

4. ● 주요 경력
○ 오라클 & 전자신문사: IT교육사업(B2C, B2B, B2G)
○ IT 서비스 분야: IT 기획, 컨설팅, 사업 개발 및 사업관리
○ 스타트업(약 10년) / 중견기업 / 외국계 대기업
● 교육공학 박사 과정 / 기술경영학 석사
● Google Certified Trainer/Google Certified
Educator(Level 1 & 2)
● 관심 분야 : 디지털(Digital), 기업가 정신, 조직 개발 및
HRD, Design Thinking & Lean & Agile, 퍼실리테이션 &
코칭, 스마트 워크 & 스마트 도구, (비즈니스 & Technical)
글쓰기, 에듀테크(EdTech), 미래 인재 양성(K-12)
● Email : sungwoo.rain.park@gmail.com
● FB : www.facebook.com/Sungwoo.Rain.Park
Sungwoo Rain Park

5. Digital Leadership and Six Building Blocks
We define digital leadership as doing the right things for the
strategic success of digitalization for the enterprise and its business
ecosystem.
Digital leadership means thinking differently about business
strategy, business models, the IT function, enterprise platforms,
mindsets and skill sets, and the workplace.
Digital Leadership and Six Building Blocks

6. Six foundational building blocks of strategy and organization
that will have to change when implementing a successful digitalization strategy
Digital Leadership and Six Building Blocks

7. Background
LEGO Group
● 1932년 덴마크의 목수였던 Ole
Kirk Kristiansen에 의해 설립
● 140여개 이상의 국가에서 판매,
17,000명 이상의 직원
● 2015년 기준 매출 : $5 billion(약
6조원) 이상 (순이익 $1 billion
이상)
● 매출의 2/3 정도가 이전에
존재하지 않았던 새로운 제품에서
나옴(2014년 기준)
The company is committed to the development
of children and aims to inspire and develop the
“builders of tomorrow” through creative play
and learning.
The company’s main goal is to “inspire and
develop children to think creatively, reason
systematically and exploit their potential to
create their own future and thus exploit
man’s infinite possibilities.”
“We don’t stop playing because we grow
old. We grow old because we stop playing.”
-LEGO CEO Jørgen Vig Knudstorp.

8. Background
LEGO Group
2001년에 입사한 맥킨지 출신의 Jørgen Vig
Knudstorp가 35세의 나이로 2004년에 새로운 CEO가
되었고 그 이후로 10년 동안 레고는 지속적으로 성장
망할 뻔한 장난감 회사 ‘레고’'를 살린 34세
컨설턴트
(https://www.hankookilbo.com/News/Read/201805061443
365616)

9. LEGO Group Background
LEGO Group
- Reduces silos
- Emphasizes communication
- Sharing of knowledge and
insights
- Making decisions in plenary
groups

10. The LEGO Strategy
LEGO Group
“You do not think your way into
new ways of acting — you act
your way into new ways of
thinking.”
- Jørgen Vig Knudstorp

11. Three lenses for leveraging digitalization
Digitalization at the LEGO Group
LEGO MINDSTORMS
Hacking 사건
Customers
Shoppers
Consumers
Fans

12. MARKETING: The Affinity Pyramid Engagement Map
Digitalization at the LEGO Group
Increased engagement with
a customer community
⇨ drives innovation &
revenue growth
LEGO has committed
considerable resources to
maintaining a culture of
engagement around its
community platforms

13. ENTERPRISE PLATFORM Digitalization Moves
Digitalization at the LEGO Group

14. ENTERPRISE PLATFORM : Benefits of Involving Users in Augmenting
the Enterprise Platform through App Development
① Bolstering the Enterprise IT Platform
To meet these employee
demands, LEGO
changed its application
development process to
have 100% user
involvement before
development, using
collaborative prototyping
tools with visualization,
such as iRise.

15. ENTERPRISE PLATFORM : Enterprise and Engagement Platforms
New customer and partner
demands from digitalization
moves have a very different set
of platform requirements:
- digital interaction
- 24/7 availability even as
changes are made
- user driven experience &
experimentation
- quickly added functionality
- a two-way real-time
dialogue with users through
a simple intuitive interface
② Designing a Complementary Engagement Platform

16. ENTERPRISE PLATFORM : Configuring Corporate IT for
Business Responsiveness
③ Restructuring the Corporate IT Organization for Business Responsiveness
CIT has been restructured to
mesh more closely with the
business.
It is now organized into five
functions, three of which work
directly and very closely with
the lines of business. :

17. The Rise of Multiple Digital Officers across the LEGO Group
④ Orchestrating Distributed Digital Innovation with Multiple Digital Officers
Having
function-specific
digital officers
increases the digital
savvy and proactive
digitalization moves of
the business units
and their ownership of
the resultant digital
solutions.

18. Multiple Digital Officers Enable the Digital Innovation Process to be
Distributed between Corporate IT and Business Units
The appointment of
multiple digital officers
is also changing the
way that digital
innovation occurs at
LEGO because the
innovation process is
now distributed and
is closer to the point
of business
expertise.
④ Orchestrating Distributed Digital Innovation with Multiple Digital Officers

19. The Path to Enterprise Digital Leadership
LEGO’s Journey Toward Digital Leadership

20. Distinctive Characteristics of
Business Strategy
for Digital Leadership
Characteristics of the particular building block and the enterprise capabilities needed for that building block

21. Distinctive Characteristics of
Business Models
for Digital Leadership
Characteristics of the particular building block and the enterprise capabilities needed for that building block

22. Distinctive Characteristics of
Enterprise Platforms
for Digital Leadership
Characteristics of the particular building block and the enterprise capabilities needed for that building block

23. Distinctive Characteristics of
People Mindset and Skill Set
for Digital Leadership
Characteristics of the particular building block and the enterprise capabilities needed for that building block

24. Distinctive Characteristics of
the Corporate IT Function
for Digital Leadership
Characteristics of the particular building block and the enterprise capabilities needed for that building block

25. Distinctive Characteristics of
a Humanized Workplace
for Digital Leadership
Characteristics of the particular building block and the enterprise capabilities needed for that building block

26. ● Enterprise Digitalization에 대한 새로운 사고방식
Lesson 1. 비즈니스 전략을 디지털 방식으로 실행
Lesson 2. 핵심 고유 역량에 대한 비즈니스 전략을 강화하기 위해 Digitalization을
활용
Lesson 3. 기업의 IT 부서를 비즈니스 부서와 가깝게 배치하여 Digitalization에
빠르게 대응
Lesson 4. 기업 전체에 디지털 혁신을 퍼트리기 위해 다수의 Digital Officer를
배치
Lesson 5. (내부적으로 부족한) Digitalization 역량을 보완하기 위해 파트너
생태계를 적극 활용
Lesson 6. 성공한 Digitalization을 반복
디지털 리더십 관련 교훈

27. ● 디지털 플랫폼에 대한 새로운 사고 방식
Lesson 7. IT 아키텍처가 사용자 경험을 이끌어 내는 것이 아니라, 사용자
경험이 IT 아키텍처에 영향을 미치다는 것을 인식
Lesson 8. Digitalization을 위한 역동적인 Engagement Platforms의 필요성을
인식하라. 이를 위해 비즈니스의 우선 순위를 변경하고 새로운 차원의
복잡성을 생성
Lesson 9. 역동적인 디지털 플랫폼을 구축하기 위해 기술 공급 파트너와 협력
Lesson 10. SMAC(Social, Mobile, Analytics, Cloud) 기술이 제공하는
Digitalization Value에 주목
디지털 리더십 관련 교훈

28. ● 디지털 인력에 대한 새로운 사고 방식
Lesson 11. 기술 전문 인력뿐만 아니라 Digital Generalist를 채용
Lesson 12. 디지털에 능통한 사람들을 위한 매력적인 업무 공간 제공
Lesson 13. 직원들의 디지털 지수를 개선하고 모니터링
디지털 리더십 관련 교훈

29. Thank you.
"No more digital strategy -
executing strategy digitally"
- Jorgen Vig Knudstorp