Lego Mindstorms NXT is the next generation of the popular robotics system. Designed with the help of Lead Users, Mindstorms is a study in innovation. In this podcast, I talk with Soren Lund, Lego Mindstorms and Product & Marketing Development Director about why he turned to his enthusiasts to help him design this version of his product and why viral marketing is more important to him than mass advertising.
I also talk to Ray Almgren, Vice President of Product Marketing and Academic Relations at National Instruments, the company Lego hired to supply the visual programming tools for Mindstorms NXT. Together, Lund and Almgren provide a unique perspective on lead user innovation and word of mouth marketing.
Table of Contents
04:34 Interviews begin
04:45 Customer driven innovation (Lead Users)
05:08 Why Lego turned to their community
07:11 Selling the idea to executive mgmt.
09:24 How do you make something viral?
17:21 Does lead user innovation and innovative marketing go hand in hand?
14:41 What about the laywers?
Music by PQ.
(20:57 14.7mb mp3 file.)