“Know yourself and adapt to the terrain”
(Sun Tzu: “If you know the enemy and know yourself, you need not fear the result of a hundred battles.”)
Let’s break this down into the Top 3 Sun Tzu Strategies Lego applied during its turnaround:
1. Know Yourself — Rediscover Your Core
🏯 “He who knows himself will win half the battle.”
What Lego did:
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In the 1990s, Lego expanded into theme parks, clothing, video games, and movie licensing — but lost sight of its core identity.
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After losing money and nearly going bankrupt by 2003, the new CEO Jørgen Vig Knudstorp cut distractions and returned to Lego’s core DNA:
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Simple bricks
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Creative building
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Child-led imagination
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✅ Sun Tzu Principle: “Victory begins with alignment.”
You cannot win if your army doesn’t know its own strengths.
2. Adapt to Terrain — Partner Instead of Compete
🛣 “The good general adapts to the terrain.”
What Lego did:
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Lego stopped fighting the entertainment giants and instead partnered with them (e.g. Star Wars, Harry Potter, Marvel).
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The strategy was not to resist digital trends, but merge physical play with digital storytelling.
✅ Sun Tzu Principle:
Instead of attacking a stronghold, ally with it and use their strength to your advantage.
3. Win Without Fighting — Let the Fans Build the Army
🧠 “The skillful leader subdues the enemy without fighting.”
What Lego did:
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Leveraged user-generated content through platforms like LEGO Ideas.
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Crowdsourced ideas from fans for new sets, creating instant loyalty and demand.
✅ Sun Tzu Principle:
The best generals don’t impose. They mobilize existing energy and convert it into victory.
Summary Table
| Sun Tzu Strategy | Lego’s Action | Outcome |
|---|---|---|
| Know yourself | Cut distractions, focused on core bricks | Restored clarity & brand identity |
| Adapt to terrain | Partnered with movies and went digital | Entered new markets with synergy |
| Win without fighting | Co-created with fans, built loyalty | Created global community & trust |
Why This Made Lego Rich and Resilient
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From near-bankruptcy in 2003 to being the world’s #1 toy company.
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No price war, no brute-force marketing.
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Just strategy, alignment, and energy flow — exactly how Sun Tzu would lead.
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