Academy of Management

Lego’s Leaders Walk a Tightrope to Current and Future Success

By Daniel Butcher

The Lego Group, an iconic construction toy production company, has had to adapt over the years to remain competitive and successful in a constantly changing landscape. Its leaders’ approaches to change management and strategic planning are instructive for senior executives having to keep everyone on the same page while making adjustments to overcome challenges.

Academy of Management Scholar Wendy Smith said that Lego has been adept at navigating change. However, she studied a period when the company’s middle managers were feeling upended as their mandate seemed to be all over the place.

“The question was, how could Lego’s leaders implement the necessary changes while preventing their people from feeling held at bay and uncomfortable with all these changes? Amid the mess of this change initiative, the managers had to figure out a workable certainty,” Smith said. “They weren’t coming up with a global strategy of what they were going to do for the change from start to finish; rather, they were figuring out what’s the next best step.

“We actually find that similar approaches are effective in managing paradox, which I talk about as tightrope walking or dynamic decision making,” she said. “The big idea here is that when people think about both/and rather than either/or, and when people think about living in paradox and accommodating competing demands, they tend to think that there’s going to be this great solution, this great win-win benefit where everybody’s happy.”

Smith uses the metaphor of the mule to talk about that common expectation, which may not be realistic.

“The mule is the oldest hybrid animal that humans have been breeding for thousands of years; it’s stronger than a horse and smarter and faster than a donkey—if you bring the donkey and the horse together, you’ve got this mule, and it’s an animal that’s better suited to its intended roles even if it’s not as strong as a donkey or as smart and fast as a horse,” Smith said. “Lego’s leaders were doing this micro-oscillation in their decision making; there would be all these moments of issues bubbling up for them, like, ‘How do we allocate our engineers at this moment to the existing products or the innovation? ‘What do we do with our sales team?’ How do we think about structuring our senior leadership team?’

“And sometimes those decisions would lean more toward the value or benefit of the innovation, and sometimes they would lean more toward the benefit of the existing product; they would sort of oscillate between investing in the two—that’s tightrope walking,” she said. “If you’re going to accommodate competing demands, one major strategy is to look to the future, a long-term vision, and leaders are on the tightrope, which means that they’re making tweaks in their decisions over time—multiple micro-decisions, sometimes to one side, and sometimes to the other, but you aren’t overextending to one side so that you fall over.

“At Lego, they would have to be making decisions that sometimes were accommodating the novel new world and sometimes holding stable in the existing world, and they were shifting, and that has become a big idea for leaders in navigating paradox and living in the both/and mindset.”

Author

  • Daniel Butcher is a writer and the Managing Editor of AOM Today at the Academy of Management (AOM). Previously, he was a writer and the Finance Editor for Strategic Finance magazine and Management Accounting Quarterly, a scholarly journal, at the Institute of Management Accountants (IMA). Prior to that, he worked as a writer/editor at The Financial Times, including daily FT sister publications Ignites and FundFire, Crain Communications’s InvestmentNews and Crain’s Wealth, eFinancialCareers, and Arizent’s Financial Planning, Re:Invent|Wealth, On Wall Street, Bank Investment Consultant, and Money Management Executive. He earned his bachelor’s degree from the University of Colorado Boulder and his master’s degree from New York University. You can reach him at dbutcher@aom.org or via LinkedIn.

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