Part of our series “The next wave of strategy”, Jørgen Vig Knudstorp shares his thoughts on the essence of strategy, navigating uncertainty as a leader, and refining culture through habits.

To what extent does the metaverse mark the next paradigm shift in how we work, play, and learn as humans?

LEGO engaged in deep analysis of how and why kids play. Turns out their previous assumptions had been wrong and the insight turned the company’s fortunes around.

Most toy companies conduct market research by sending out surveys. Lego sends out anthropologists to study kids in their natural habitat.