![Getting to Know Robert Rasmussen: An Exclusive Interview [EP.1]](https://www.rasmussen.co.th/wp-content/uploads/2026/06/Header_Banner_Blog.png)
Today, we’re taking you behind the scenes of a special conversation with Robert Rasmussen!
Having the chance to sit down and talk with Robert gave us a wonderful opportunity to get to know him better – not just his professional journey, but also the experiences and ideas that have shaped his work over the years.
From his early career at LEGO to his involvement in developing the LEGO® SERIOUS PLAY® Method, and eventually becoming a co-founder of the Association of Master Trainers in the LEGO® SERIOUS PLAY® Method, there’s quite a story to tell.
Interviewer: Surathin Sathitlert (Joe) | Representative Director, Rasmussen Consulting Thailand & Facilitator
Interviewee: Robert Rasmussen | Main Architect of the LEGO® SERIOUS PLAY® Method & Master Trainer
Many people know Robert Rasmussen as an expert in LEGO® SERIOUS PLAY®. But did you know that his professional journey actually began at the LEGO company, where he served as Director of Research & Development (R&D) for its educational division?
Back then, his job was to develop products that helped schoolchildren learn science through LEGO bricks.
That was Robert’s world long before he became involved in LEGO® SERIOUS PLAY®.
But here’s something interesting…
Robert shared that one of the key figures behind the growth of the LEGO company, who was also the father of the company’s owner at the time, had established LEGO Education early on.
The idea behind it was surprisingly simple, yet clever.
If children had opportunities to experience LEGO bricks at schools, daycare centers, and kindergartens, they might become even more interested in playing with LEGO at home during their free time.
At the same time, LEGO wanted to create products that could genuinely help children learn more effectively.
It’s easy to see why learning through hands-on experiences has been such an important part of LEGO Education’s philosophy for so many years.
And it was through this background in education that Robert eventually became involved in LEGO® SERIOUS PLAY®.
Interestingly enough, he told us that it happened almost by coincidence!
This was one of the most fascinating things I learned from our conversation.
Today, many people know LEGO® SERIOUS PLAY® as a method that can be applied to a wide range of challenges, from leadership development and team building to problem-solving and organizational strategy.
But Robert revealed something that might surprise you.
It was simply a two-day strategy workshop designed for businesses!
It wasn’t until after 2006–2007 that the approach evolved beyond its original format into a more broadly applicable method that could be used in many different situations.
Just think about that for a moment.
What started as a single type of strategy workshop gradually developed into a method that facilitators and organizations could apply to a much wider range of challenges.
So, naturally, we had to ask Robert:
Did he ever imagine that LEGO® SERIOUS PLAY® would become a tool for solving business problems in so many different ways?
His answer was wonderfully straightforward.
Even Robert himself had never imagined that LEGO® SERIOUS PLAY® would still be around after all these years.
But what made his answer even more interesting was the story he shared next.
Because behind the development of the method was an important ambition that had stayed with him from the very beginning.
This might be one of the most memorable moments of our entire conversation.
Robert took us back to the time when Kjeld Kristiansen first asked him to look into LEGO® SERIOUS PLAY®.
There was one thing Kjeld told him that Robert still remembers today:
“Robert, I don’t want this to become a fad.“
In other words, he didn’t want LEGO® SERIOUS PLAY® to become just another trend that comes and goes.
Think about the business world for a moment.
Every so often, a new concept, approach, or management tool captures everyone’s attention.
At one point, everyone is talking about Psychological Safety. Then it’s Design Thinking, or perhaps another management approach.
These ideas can certainly bring value in their own contexts. But Robert’s point was about something bigger.
The goal wasn’t to create something that would become popular simply because it was new or fashionable.
It was about creating something that could stand the test of time.
And that raised a question that has stayed with Robert throughout his journey:
To explain this idea, Robert pointed to a LEGO brick in front of him.
The fundamental design of LEGO bricks has remained remarkably consistent for decades, yet people continue to use them to build and create new things.
Robert wanted LEGO® SERIOUS PLAY® to have that same lasting quality.
Not just an activity where participants walk away saying:
“That was fun! So, what are we going to try next?“
Instead, he wanted it to be a method with real value—something people could continue to use meaningfully over time.
And as Robert explained, that ambition has always been at the back of his mind throughout the development of LEGO® SERIOUS PLAY®.
Looking back at Robert’s journey, it’s fascinating to see how LEGO® SERIOUS PLAY® has evolved over the years.
From his work developing educational products to help children learn science, to the use of LEGO bricks in business strategy workshops, and eventually to a method that can be applied to many different organizational challenges today.
For us, Robert’s story offers an interesting reminder.
Sometimes, creating something that lasts isn’t necessarily about constantly coming up with the newest or most exciting idea.
It may be about asking the right questions from the beginning and continuing to develop something that delivers meaningful value over time.
Just like the question that has stayed with Robert all these years:
“Can this last?“
Everything I’ve shared here is just a glimpse of the conversation I had the pleasure of having with Robert Rasmussen.
If you’d like to get to know Robert better, hear how his career at LEGO began, and discover the thinking behind the development of the LEGO® SERIOUS PLAY® Method, we’d love to invite you to watch the full interview.
Watch EP.1: The Man Behind the LEGO® SERIOUS PLAY® Method
And in EP.2, we’ll take you back to where it all began.
How did the LEGO® SERIOUS PLAY® Method first come about? And what business challenges inspired its creation?
Stay tuned for the next episode!
Rasmussen Consulting Thailand is the official representative office of Rasmussen Consulting (Denmark) — founded by Robert Rasmussen, the designer and co-developer of the LEGO® SERIOUS PLAY® Method.
The Thailand office is led by Mr. Joe Surathin Sathitlert, who has direct experience working alongside global experts and pioneers of the method.
