There's the famous quote that if you want to understand how animals live, you don't go to the zoo, you go to the jungle. The Future Lab has really pioneered that within Lego, and it hasn't been a theoretical exercise. It's been a real design-thinking approach to innovation, which we've learned an awful lot from.

The quote by Jorgen Vig Knudstorp uses a famous analogy to highlight the importance of understanding things in their natural environment rather than in artificial or controlled settings. He refers to the saying that if you want to truly understand how animals live, you don’t visit a zoo, but rather go to the jungle. This metaphor emphasizes the value of authentic, real-world experiences over simplified or staged observations.

Knudstorp connects this idea to the work of The Future Lab within Lego, praising their approach to innovation. Instead of relying on abstract theories, The Future Lab uses a design-thinking methodology that focuses on practical, hands-on experimentation and learning from real interactions. This has allowed Lego to develop creative solutions by immersing themselves in the realities of how people engage with their products.

The origin of this quote lies in Knudstorp’s leadership at Lego, where he championed innovation through empathy and deep understanding of customers’ needs. By adopting this mindset, Lego has been able to evolve beyond traditional practices and create meaningful, user-centered experiences.

Overall, the quote underscores the significance of authenticity and direct engagement in problem-solving and innovation. It encourages moving beyond superficial perspectives to gain genuine insights that lead to better, more impactful outcomes.