Informative believes if you listen to your customers, you will learn exactly what you need to do in order to innovate and develop the great products they want to buy.
That is what we mean by Listen without prejudice. Act with precision.
"One way the world's sixth-largest toy company minds the minds of its fan base is through Adaptive Conversation software from Satmetrix (formerly Informative). It lets LEGO run a kind of ongoing online popularity contest of ideas, from the company and customers, ideas that are continuously re-ranked according to customer votes." -- CNBC
"We realized that innovation could really come from the people who are using our product every single day of their lives." -- Mike McNally, LEGO
"The Toy Insider's Jonathan Samet says LEGO's decision to embrace the customer early on gives it a much needed lead on rivals." -- CNBC
View the entire CNBC Business of Innovation program: New Tricks, Old Dogs