Good Comms | Communication for good

Building vision and connection with LEGO® Serious Play®

January 17 was a chilly day in Paris, but the IABC EMENA board brought warmth and energy to their strategy workshop using the LEGO® Serious Play® (LSP) methodology. While I am a member of the Board of Directors, I was the Facilitator of the day and was glad to share the magic of LSP. This hands-on methodology offered a creative and inclusive way for the team to reflect on their past achievements, envision the future, and set priorities for the year ahead.

A collage of images showing a strategy workshop using the LEGO® Serious Play® methodology. In the middle of the collage is the Good Comms logo.
By combining creativity with strategy, the team explored their strengths, celebrated progress, and crafted a shared vision for the year ahead.

Reflecting on strengths through individual towers

The workshop kicked off with a warm-up exercise where each participant built an individual tower to represent their unique strengths, contributions, and professional identity. Through this activity, the team uncovered common themes that define their collective dynamic:

  • Many towers highlighted strong foundations—a reflection of personal values, growth, and authentic relationships.
  • Others emphasized collaboration and connection, with participants seeing themselves as integral parts of the team and the broader mission.
  • Creativity and embracing challenges also stood out, as towers showcased elements symbolizing adaptability, risk-taking, and intentional action.

Participants found the exercise both enlightening and enjoyable. “It’s amazing how the visual aspects of the builds helped verbalize abstract thoughts,” one attendee noted. Another added, “I liked the freedom to build something without fear of getting it wrong—it was insightful to see the creativity and meaning emerge.”

This activity fostered mutual understanding, setting the stage for deeper collaboration throughout the session.

LEGO® Serious Play® participants with individual towers
IABC EMENA board members showing off their individual towers.

Celebrating achievements and lessons learned

The second phase invited participants to reflect on the team’s achievements and challenges in 2024 (the first half of the board term. Through their own models, the team captured key insights:

  • Elevating the profession: Participants highlighted efforts to bring visibility and credibility to the communication profession, symbolized through growth, new opportunities, and increased member engagement.
  • Connection across boundaries: Models reflected the importance of connecting people across diverse regions and creating meaningful opportunities for engagement.
  • Foundational progress: Achievements such as organizational growth, strengthened relationships, and sold-out events stood out as major milestones.

While celebrating these successes, participants also acknowledged areas for improvement, noting the need to solidify foundations while continuing to grow. As one team member reflected, “The process brought such clarity—it helped us focus on what’s in front of us while still recognizing the big picture.”

Envisioning success

In the visioning phase, participants built models to represent what success would look like for IABC EMENA in 2025 (the last half of the board’s term ends in June 2025). The following themes emerged:

  • A journey upward, symbolizing growth, innovation, and progress, while maintaining a focus on sustainability and inclusivity.
  • Diverse opportunities and engagement: The vision included creating self-organizing communities, offering local opportunities, and encouraging member participation at all levels.
  • Strong strategy and foundation: Participants emphasized the need to align strategic milestones with the organization’s mission while protecting the solid groundwork already in place.

“The synergy during this phase was incredible,” one participant shared. “The visual builds helped us align on what matters most, and the meaning came through as we discussed and reflected together.”

The IABC EMENA Board behind their shared model.
The workshop using the LEGO® Serious Play® methodology allowed the IABC EMENA board to play and strategize at the same time.

Prioritizing focus areas

To translate the vision into action, participants used the COCD (How-Now-Wow matrix) box to prioritize focus areas. This method helped the team map ideas into four quadrants.

Key priorities included:

  • Growth and membership engagement to expand the organization’s reach and impact.
  • Strategy development to align efforts with the overall vision.
  • Protecting the foundation to ensure sustainable progress while staying true to core values.

“It was interesting to see how this exercise brought focus and clarity to what we should prioritize,” said one participant. “The structure of the COCD box was incredibly helpful—it made the decision-making process feel clear and actionable.”

A methodology for connection and inclusion

LEGO® Serious Play® proved to be more than just a creative exercise. It created an inclusive environment where all voices were heard, perspectives were valued, and ideas were brought to life. “Everyone was on the same level during this workshop,” one attendee reflected. “It was enjoyable and insightful, and the final result was wonderful to see.”

The methodology resonated deeply with participants, with some even noting its potential for their own work. “I can definitely see how this approach could be applied to the teams I work with,” one person shared. “It fosters ownership, creativity, and shared understanding.”

As IABC EMENA looks ahead to 2025, the outcomes of this session will guide their journey, ensuring their vision is rooted in collaboration, growth, and meaningful impact. Through the power of play, the team has not only strengthened their strategy but also their connection as a dynamic and forward-thinking board.#

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