July 17, 2007

News & Opinion: Bet On Longer Attentions Spans

By: Dylan Schleicher @ 1:55 PM – Filed under: Publishing Industry

Monocle, a very cool and hip European magazine, has an video interview with Jørgen Vig Knudstorp, the CEO of Lego. When asked how his company would deal with children's lack of time to play with their product, this was his response:
Playing with Lego is like reading a book,. Books, people have said books would die. We had media saying kids would only watch TV or only watch movies, but everybody needs that deep experience of getting engaged with something. I think that is what Lego provides. We need to insist that someone will read a book if it is great; we need to insist that someone will find an afternoon to build with Lego if the set is really great.

I think he is right. Mark Penn in his upcoming book Microtrends says the same thing--bet on longer attentions spans, not shorter ones.

P.S. Dan Pink and A Whole New Mind also gets a mention in the interview.

About Dylan Schleicher

Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.