Lego Serious Play is a creative, imaginative and story-telling based approach that since 2002 has been successfully adopted by businesses ad organisations all around the world. LSP has proved to be an effective solution for team building, strategy, co-creation, concept, conflict resolution… And its efficacy can be tracked back to the key theories that have been included in the development and formalisation of LSP: from management, Psychology of play, Imagination, Embodied cognition, Metaphors, constructionism… They are all perfectly integrated in the Lego Serious Play experience and deliver unexpected results efficiently. This presentation tells who adopted this approach and the whys.