Learning outside the box
LEGO EDUCATION CASE
No longer a question of iPads and laptops
Jacob is a graduate in International Business and has been with the LEGO Group since 1997. After having worked with marketing and business development for 13 years, Jacob became President of LEGO Education in 2010 to develop the commercial part of the organisation. As Jacob is married to a teacher and has two children in public school, it’s safe to say that education permeates many aspects of Jacob’s life.
“It’s not only about adopting the use of iPads and laptops in the classrooms anymore, digitalization is something that affects all aspects of the educational system: how we transfer knowledge to students, documentation of results, assessments, communication and administration”, Jacob says.
21st century skills
Although LEGO Education is well geared to face this development, they needed to rethink their offering and capabilities to stay in the game. “We were already front-runners in some areas, such as combining physical and digital elements in our teaching material. However, in order to make sure we’re among the winners of the elimination race that will take place over the coming years, we need to develop a more
holistic approach to a rapidly changing market”, Jacob says.
The core of this approach is to deliver a complete solution and not just boxes of LEGO bricks along with some software. “It’s about making sure that teachers get the right training, that schools can measure the pupils’ progress, that teachers can document that learning objectives have been fulfilled, that pupils can share their work with each other”.
All these considerations resulted in Jacob and his team defining three main strategic focus areas: win in core markets and age segments, establish a more customer-centric and solution-oriented go-to market approach, and, finally, to create and implement a new digital business model, involving both new infrastructure, processes, front-end development capabilities and a more agile way-of-working throughout the organisation.