In the 1990s, LEGO failed to keep pace with the revolutionary changes in kids' lives and began sliding into irrelevance. It took a new LEGO management team, faced with the growing rage for electronic toys, few barriers to entry, and ultra-demanding consumers, to reinvent the innovation rule book and transform LEGO into one of the world's most profitable, fastest-growing companies. Robertson reveals how LEGO looked beyond products and learned to leverage a full-spectrum approach to innovation.

Introduction : when the bricks click -- pt. I. The seven truths of innovation and the LEGO Group's decline -- 1. Stacking up : the birth of the brick -- 2. Boosting innovation : the LEGO Group's bold bid to keep pace with a fast-forward world -- 3. Losing control : the scattered remains of runaway innovation -- pt. II. Mastering the seven truths of innovation and transforming LEGO -- 4. Building an innovation culture : the return to core values -- 5. Becoming customer driven : the rebirth of LEGO city -- 6. Exploring the full spectrum of innovation : the Bionicle Chronicle -- 7. Fostering open innovation : mindstorms, architecture, and the wisdom of the clique -- 8. Attempting a disruptive innovation : aiming for the stars with LEGO Universe -- 9. Sailing for blue ocean : "obviously LEGO, but never seen before" and the birth of LEGO games -- 10. Leveraging diverse and creative people : the Ninjago Big Bang -- 11. Transforming LEGO : the rebirth of a brand.