We live in an Experience Economy, where the value of a product or service is determined by users' experience with the product and the service.
We have left the classic economic model, where the value was created by the organisation only: today the value is cocreated together with the users.
Not engaging with the users and not taking into consideration the user as key element that influences and determines the value of a product or a service is a risk none can afford. Understanding and engaging with the users is today the key differentiator - insights and observations from the users are today a valuable asset for any organisation.
LEGO Serious Play is a method that engages all actors involved in the value creation process: a playful experience where participants negotiate meanings and values, generate ideas and concepts, share visions and thoughts through metaphors and storytelling.
By playing new visions emerge and new opportunities arise for everyone.
But we need to be brave enough to play, to engage in conversations, to listen to the others, and accept the differences. And by realising the different points of view, take unexpected roads that lead to change and innovation.