Unleashing Customer Innovation with LEGO Ideas.

LEGO has come a long way since being skeptical of open innovation, to now proactively sharing risk and rewards with their customers. The new LEGO Ideas platform evolved from the Cuusoo community, and allows customers to suggest new ideas for LEGO products and services. The platform builds a market before production, moves LEGO into new niches, builds trust with influential pre-formed communities, and improves innovation fitness. LEGO's story shows that customer-led open innovation starts with a simple question: how might we buy from, as well as sell to our customers?