Knudstorp has not only overseen Lego’s quadrupling of revenues in his past ten years, he has also made the Danish company the world's most valuable brand in the business of play and as a result, has turned the Lego brand into one of the world's ten best reputed brands.

On the IMD’s website Knudstorp writes: “Playing always involves an objective, learning and creative thinking on how to solve a challenge but most of all, it involves fun and an engaging activity that distinguishes play from the 'boring' application of tools, aka work!” In Knudstorp’s opinion play is so important because it is crucial for learning, something that shouldn’t stop in the work place. The Lego brand name which means to play well ("Leg Godt", in Danish) has developed into a household name in the past 80 years. The family-owned group’s philosophy is to play in a particularly good way that it believes makes creative problem-solvers out of children all over the world. Jørgen Vig Knudstorp believes we should all be change makers but just like we never grow too old to play but grow old because we do not play, organizations stop being adaptable because they stop being explorative, imaginative and natural learners - just like children are. Therefore children should be our role models in the way we work, organize and develop individually.

http://www.imd.org/executive-education/owp/team-management/detailed-content/#tab=4