In the face of loosing their selling position of LEGOs, they sold off their parks & reduced the number of products to new & underserved globalmarkets.  In 2004 they visited an 11 year old boy in a midsized German city.  Their mission?  To figure out what really made LEGO stand out.  They thought they knew about their new digital behaviors.  He was also a skateboarder.  Asked which of his possessions were his trophy and it was his beat-up Adidas sneakers.  They were his gold metal.  Because of those scuffed sneakers he showed the world he is ONE OF THE BEST SKATEBOARDERS IN THE CITY.  More to come