July 17, 2007
News & Opinion: Bet On Longer Attentions Spans
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.