WHAT THIS IS

Serious Play is a facilitation method that uses LEGO® bricks as a language for thinking, problem-solving and storytelling.

Developed in partnership between the LEGO Group and Professors at IMD Business School, it is built on principles from neuroscience, systems thinking, and constructivism (the idea that we learn best by making and reflecting on what we make).

“When people build and tell stories through models, they uncover insights that words alone can’t reach.”

In Be More Strategic, Chapter 6 – Be Imaginative, Be A Creative, Charlie explains how thinking with your hands helps you access the parts of your brain that conventional meetings and exercises will never reach. Why? Because building gives form to imagination, emotion, and collective understanding.

‍

WHY IT MATTERS

Research shows that when we externalise our ideas — turning them into tangible models — we reduce cognitive load and gain new perspectives.

LEGO® Serious Play® works because it:

• Engages both sides of the brain, logic and imagination.

• Gives everyone a voice,  not just the loudest in the room.

• Turns abstract concepts into 3D systems you can see, move, and test.

• Reveals hidden assumptions and unlocks creative connections.

‍

It’s strategy through play but with serious purpose.

‍

HOW IT WORKS

Every Serious Play process follows three basic steps:

Challenge: The facilitator poses a focused question or problem.

Build: Participants “think with their hands” to build individual or shared models that express their thoughts and ideas.

Share: Each person tells the story of their model (this is important); others listen and ask questions about the model, not the person (this is critical!).

This process repeats in cycles building depth, connection and clarity with each round.