Slides from the ccis-ce 2018 cocreation event. A discussion of how the ideas of co-creation from marketing can inform and support the deployment of Lego Serious Play, and areas in which people need to engage to help us further understand the process in the LSP setting
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Lego Serious Play and Cocreation
1. All the world’s a service,
And all the men and women merely services actors
They have their operants and their operands
And one person in their time co-creates many value offers
So so many apologies. All apologies
2. Lego Serious Play
and Cocreation
DR STEPHEN DANN, SENIOR LECTURER, AUSTRALIAN NATIONAL UNIVERSITY
THAT LEGO GUY, THE ARTIST FORMERLY KNOWN AS ANZMAC WEBMASTER
STEPHEN.DANN@ANU.EDU.AU | @STEPHENDANN
3. Who am I?
Dr Stephen Dann
Senior Lecturer, Marketing
Australian National University
Certified Lego Serious Play Facilitator
163 Lego Serious Play Sessions
Practitioner Mode: enabled
6. Constructionism
form of learning and discovery that
occurs through building something
tangible
(Roos and Victor 1999 in Kurkousky 2015)
making objects in the physical world
enables building in the mind
Rasmussen (2006 in Kurkousky 2015)
Actualised ideas used for explanation
Middleton 2015
#LSPBAM2017 | @stephendann
7. Metaphor
Each builder creates a story telling device
for their thoughts, ideas, feelings
removes requirements of realism
Viewers can only question to invite more
explanation of the model
The viewer cannot reinterpret the builder’s
model
#LSPBAM2017 | @stephendann
8. Flow
Flow State
Mihaly Csikszentmihalyi
Optimal Stretch Process
Challenge match skill
Skills match the challenge
Concentration + Joy = Motivation
#LSPBAM2017 | @stephendann
9. Play
Play requires a systematised approach
(Kurkousky, 2015).
time bounded,
structured and
goal driven
#LSPBAM2017 | @stephendann
10. Co-creation
Prahalad, C. K., & Ramaswamy, V. (2003). The new frontier of experience innovation. MIT Sloan management review, 44(4), 12-19.
11. Cross Disciplinary Language
Elements of the LSP Process are defined in
the language of the management
literature
Agents / Stakeholders
Business Process / Value Chain
14. Lego Serious Play
Lego Serious Play
Industry strength protocol
Developed in-house at Lego
Open Sourced in 2010
Used across a wide range of industry types,
platforms and processes.
Survived market conditions from 1996 to 2017
Built and described in the language of
management
15. Blair and Rillo’s (2016) Seven States
seven potential states:
framework where it enables participatory performance
language where it communicates meaning, message and metaphor
method which involves being systematic in application
process which invokes a structured approach to the method
product where it resides within the packages of bricks
service where it provides as specific outcome from engaging in the process
toolkit where it functions to create different applications
16. The Key Bits
Participatory performance
success requires all voices in the room to be heard;
people want to participate in a process where they feel valued;
shared contributions are more sustainable than individual dominated proceedings;
untapped knowledge exists through accidental or intentional exclusion of key
informants; and
that systematic and system thinking can reveal unexplored outcomes
17. Areas of Exploration
form of learning and discovery that occurs through
building something tangible
(Roos and Victor 1999 in Kurkousky 2015)
making objects in the physical world enables building
in the mind
Rasmussen (2006 in Kurkousky 2015)
Actualised ideas used for explanation
Middleton 2015
Every story in Lego is a result of the actions of human
agency
(Said et al, 2001).
21. The Challenge
The Challenge
Within the practice of Lego Serious Play facilitation, events that can be described in the
language of marketing are clearly transpiring
An opportunity to explain and explore LSP actions through our marketing knowledge
Understanding, unpacking and exploring co-creation within the LSP process.