Turning meetings where only a few voices are heard — and nothing gets decided — into true collaborative thinking.
In today’s world of work, organizations face increasing levels of complexity every day —
from market uncertainty and rapid technological change to the diversity of people and perspectives within teams.
What organizations need is not just better communication —
but better thinking together.
That’s where the LEGO® SERIOUS PLAY® Method begins.
It’s a facilitated process designed to help teams engage in collaborative thinking and uncover shared understanding — by building with their hands and listening with their eyes.
From a child’s toy to a world-renowned tool for organizational development
For more than two decades, LEGO® had enjoyed tremendous success with its colorful plastic bricks.
But the world was changing.
New forms of play — especially video games — were entering the market, and children were beginning to play in new and different ways.
The phrase “Growing Older Younger” captured this shift perfectly: children were becoming more mature at a younger age.
To respond, Kjeld Kirk Kristiansen initiated a process to create a new strategy for the company — yet the results left him deeply disappointed.
At that same time, two professors from IMD Business School in Lausanne, Switzerland — Johan Roos and Bart Victor— were exploring new ways to make strategy development more engaging and effective.
Kjeld, who had long-standing ties with IMD, reached out to them in 1996, and the three soon discovered they shared the same frustration: traditional strategy methods simply did not inspire people or lead to meaningful change.
They also shared a common belief:
– People are the key to an organization’s success — they hold both the capability and the desire to make it happen.
– Strategy must be something you do, not just something written down in a document.
Kjeld decided to fund their research to explore this challenge further.
To complete the puzzle, they invited Robert Rasmussen, then Director of Product Development for the Educational Market at LEGO®, to join the project in 1999.
That moment marked the beginning of what we now know as the LEGO® SERIOUS PLAY® Method — a process born from the intersection of learning and strategic thinking.
Since then, it has evolved into a methodology that transforms ordinary meetings into sessions of lively, shared thinking, helping organizations around the world build understanding, alignment, and innovation — together.
For a deeper exploration of the method’s origins and philosophy, see the book Building a Better Business Using the LEGO® SERIOUS PLAY® Method by Robert Rasmussen and Per Kristiansen — the creators of the method.
(Thai translation: “พัฒนาธุรกิจให้สุดยอด ด้วยพลังสมองขั้นสูง”)
The LEGO® SERIOUS PLAY® Method was designed to unlock the full potential of individuals and teams through one simple yet powerful principle:
Each participant builds a LEGO® model to express their thoughts, experiences, and beliefs — turning what’s often hidden in the mind into something tangible and visible.
They then share the story behind their model and reflect together as a team, creating a shared understanding of complex issues that words alone often cannot capture.
The result is profound:
In practice, the LEGO® SERIOUS PLAY® Method follows a clear and structured process consisting of four main steps:
This is the heart of the LEGO® SERIOUS PLAY® Method —
it transforms meetings from talking to thinking with your hands and communicating with your eyes.
The Science Behind the Method
The LEGO® SERIOUS PLAY® Method is grounded in psychology and brain science.
Robert Rasmussen and his team developed the method by drawing upon several well-established learning theories, including:
When participants build with their hands, they access knowledge, insights, and experiences that often lie beneath conscious awareness.
And when they share the stories behind their models, the team begins to see — clearly and collectively — what each person thinks, believes, and values.
This marks the first step toward achieving genuine shared understanding, where people move beyond discussion to truly think — and learn — together.
The LEGO® SERIOUS PLAY® Method is not a training — it’s a facilitation process designed to help groups reach meaningful outcomes together.
In this process, the role of the facilitator is not to teach, but to guide the collective thinking journey.
The facilitator designs the challenges and sequences the activities, creating a safe space where participants can build, share, and reflect — without judgment, right, or wrong.
What truly matters is that every voice in the room is heard and seen equally.
This is what makes LEGO® SERIOUS PLAY® such a powerful method for leaders and teams who want to unlock their true potential and think — together.
Organizations that apply the LEGO® SERIOUS PLAY® Method seriously often experience tangible transformation, such as:
In summary, LEGO® SERIOUS PLAY® doesn’t just create better meeting outcomes —
it helps build a lasting culture of collaborative thinking within the organization.
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.
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Rasmussen Consulting Thailand
