“Kids will never lie to you about whether something’s fun or not.”

From Brick by Brick: How Lego Rewrote the Rules of Innovation and Conquered the Toy Industry by David Robertson and Bill Breen (2013), a work of business journalism detailing the near collapse and eventual renewal of the LEGO group. Brick by Brick is cited as being one of the best case studies about a large corporation ‘listening to its customers’ and returning to its core purpose and values to find the path forward after suffering self-inficted wounds. The full quote/context is: “Today, LEGO regularly engages children in the process of character development, storytelling, and providing feedback on new playset ideas. ‘LEGO has a great expression for why they listen to kids when developing new toys…Mads Nipper, the former head of marketing and product development, liked to say, ‘Kids will never lie to you about whether something’s fun or not.’”