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By Chris Taylor
NEW YORK (Reuters) – If there’s one special skill that has taken us through a single piece in the last two years, it’s creativity.
One organization ahead of the creative thinking curve is the LEGO Group. Her chief product and marketing manager, Julia Goldin, spoke to Reuters about unlocking and developing this critical capability, not only in C-Suite, but in organizations as a whole.
Q: Why is creativity important to an organization?
A: Usually people think of creativity in terms of art or theater or performance. We know from our work that creativity is a set of skills with much wider applications.
It’s essential and it’s becoming more essential than ever. The employee can be creative in problem solving, resilience, creating ideas, evolving those ideas, and finding solutions.
Q: What is the best way to encourage creativity?
A: We use LEGO bricks not only in training, but also in our daily work. They offer the opportunity for groups to come together. For example, once a year we hold a global ‘Games Day’ where we take all the staff to play and learn and bring them into environments to build relationships.
Q: Can you give me an example?
A: One of the things we did during COVID was to use the bricks we had at home to build a model of our experience and state of mind. When you do something like this, it encourages you to think about what you want to communicate, and how to make it tangible.
Some models showed how torn children were between work and care; or giving them pleasure, such as gardening or dinner. The bricks allowed everyone to be open about what was going on, creating emotional bonds and stronger bonds.
Q: Especially in COVID-19, how important has it been for companies to think in a normal way?
A: In the last two years, most companies have encountered unpredictable problems and challenges. So solving creative problems and flexibility have become very important. A lot of changes had to be made, and quickly.
Whether it’s the impact on your environment, or supply chain deficiencies, or more serious social issues, or even caring for your employees, all of these things have required companies to be much more creative.
Q: Adults tend to settle down in our thinking. How do you get inspiration from kids?
E: We always talk about children as role models. They have great imagination and great flexibility. When they build with LEGO bricks, they can anticipate a lot of different results and are constantly exploring, and are comfortable with things that don’t work at first.
The way to learn to walk is to fall, and children are not afraid to make mistakes. We can all learn a lot from children and apply that to the way we work.
Q: As a leader, how do you convey these creative values to a large organization?
A: It’s very simple and makes sure everyone, including the leadership, understands the message.
For example, when we do things in the company, we all do them. If everyone has given us a brick ‘play box’, the executive management team will sit down and do the same.
That way, when new people join the organization, they understand where we are coming from. It is about having clear communication and consistent, frequent and practical learning.
Q: Since you also work in product development, do you have a favorite product?
A: That’s like asking my favorite kid. I couldn’t choose one, but right now I’m building a football pitch in Barcelona with my two sons. Both are big fans.
I also recently worked on a grand piano; I’m a pianist, so it was very special. I’m waiting for quite a few other big boxes, but I’ll wait until I have more time.
Q: What advice do you give to other companies to encourage creativity?
A: Creativity needs to be seen in a broader sense, not just artistic ideas, but something that is important to everyone. We can all be creative in solving problems. Second, you need to create the right environment for trust and psychological security. Then people are not afraid to make mistakes. When people know they are going to be heard, that makes it easier for them to be creative, no matter where they sit in the organization.
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