What Lego Can Teach Us About Strategy

By Alison Clarke, 4th September 2025

I’m writing this fresh from a day at Legoland and it has struck me how much more this is than just a theme park. It’s creativity, imagination and storytelling brought to life.

Yet not so long ago, Lego was in serious trouble. Overexpansion and a lack of focus nearly sank the company. The turnaround happened when they stopped chasing everyone else and concentrated on what made them unique.

There are a few lessons here that feel just as relevant in the not-for-profit world as in business.

Focus on Being Different, Not Better

It’s easy to get caught up in comparisons: who’s faster, cheaper, slicker, better. That’s a race no one really wins.

Lego didn’t try to be the cheapest or most high-tech. They focused on limitless creativity. A simple system of bricks with endless possibilities.

What’s your equivalent? What do you offer that no one else can replicate?

Expand With Purpose

Growth works best when it reinforces what makes you special.

Lego’s films, games and theme parks weren’t random, they all built on the idea of imaginative play. That’s why The Lego Movie felt authentic, not just a marketing exercise.

Before you launch something new ask: Does this deepen what we already do best? 

Own Your Strategy and Know When to Pivot

Lego didn’t cling to every idea forever. When Legoland wasn’t working, they sold it. Years later, they bought it back when the time was right.

Strong strategy isn’t just about sticking to a plan. It’s also knowing when to step back and when to try again.

Involve Your Supporters

Lego doesn’t just sell to customers, they co-create with them. From Lego Ideas to massive fan-built displays, they turn buyers into partners.

In not-for-profits, this is powerful. People who help shape your work become your strongest advocates.

One Simple Question

Standing in Legoland, you can see why limitless creativity can’t be copied. It’s more than bricks, it’s a whole culture.

Do you know what makes your organisation impossible to copy? And are you using it to its full potential?

Build Strategy That Sticks

At AAW Partnership, we help not-for-profit organisations uncover exactly what makes them impossible to copy, and turn that into a strategy that works.

Whether you're rethinking your fundraising or ready to grow with purpose, we bring unrivalled experience to the table. We've worked with some of the sector’s most high-profile names, helping them cut through the noise, focus on what matters and build strategies that are both grounded and imaginative.

Because like Lego, your organisation has something no one else does. The challenge is making sure your strategy reflects it and gives your team the tools to build something remarkable.

If you're ready to take a fresh look at where you're headed, get in touch. We’d love to help you build what’s next.