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Play is the highest form of research

Albert Einstein


What is


Serious Play®?

The LEGO® Serious Play® methodology is an innovative process designed to unlock imagination and innovation within an organization. Just as the LEGO® Group inspiring children to 'build their dreams', adults can also build their visions for future strategy! Based on research, hand-mind connection is able to produce meaningful and deep understanding of the world and allow us to solve complex problem. The LEGO® Serious Play® methodology deep dive our reflection process and re-engine our dialogue - for everyone in the organization. The method requires a trained LEGO® Serious Play® facilitator. Talk to us about your need. 





100% Participation


Power of 3D Visualisation




How does a LEGO® Serious Play® session look like?


  • Moller, Louise. Personal and Shared Experiental Concepts. PhD dissertation. Aalborg University, 2009

  • Gauntlett, David. Creative Explorations, New approaches to identities and audiences, Routledge, 2007

  • Said, R., Roos, J., and Statler, M. "LEGO® Speaks" Imagination Lab Working Paper 2002-7, Lausanne, Switzerland, 2002

  • Roos, J., Victor, B., and Statler, M. " Playing Seriously With Strategy". Imagination Lab Working Paper 2003-2a, Lausanne, Switzerland, 2003

  • Oliver, David and Roos, J. "Constructing Organizational Identity". Imagination Lab Working Paper 2003-10, Lausanne, Switzerland, 2003

  • Roos, Johan and Victor, Bart. "Towards a New Model of Strategy-Making as Serious Play." European Management Journal August 1999: 348-255

  • Oliver, David and Roos, Johan. Striking a Balance: Complexity and Knowledge Landscapes. McGraw-Hill, 2000

  • Lissack, Michael and Roos, Johan. The Next Common Sense, Mastering Corporate Complexity through Coherence. Nicholas Brealing, 1999

Applications of LEGO® Serious Play®

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 Creativity &


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 Teamwork & 

 Team Alignment 

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