The Lego Group Said No

Most companies would say yes to a billion-dollar licensing deal, especially when times are tough.

the LEGO Group said no.

They turned down deals that didn't align with their values or the kind of world they're trying to build for kids.

That's brave business.

In a world obsessed with short-term gains, LEGO has:

🧱 Refused major licensing deals that clashed with their purpose
🧱 Committed to sustainable bricks, even when the transition was costly
🧱 Designed gender-neutral play sets, despite pressure to stick with "what sells"

LEGO leadership could have played it safe.

Instead, they chose what was right.

When your product shapes a child's life, your values matter.
And how LEGO leads, that's the true definition of bravery.
—---------------------------------------------------------------------------------
If you want to guide leaders in your organization to lead more bravely, like LEGO, shoot me a DM to book a keynote for your company.

#BraveLeadership #BraveBusiness #StandBrave™ #LeadershipWithValues #PurposeDrivenBusiness

Copyright - BRAVECULTURE LLC - 2025