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So the 5th cycle of ambassadors was just announced, and I’d like to take some
time to reflect on the state of the Ambassador program. 5 half-years in, and I’m
still unsure of the goals, effects, and unintended consequences of the program.
The Ambassador program is tremendously opaque. Every bit of info seems to need
to be squeezed out of the system (like Legofan.org crashing), and besides that
there are no formal announcements about concrete accomplishments. Or when
something new is announced, it is unclear what role the Ambassadors had in it. I
mean, even the secretive Bush Administration has a State of the Union, right?
Perhaps the corporate culture is stifling communication? (For instance, I have
no doubt that even the terms of the NDA are subject to the NDA.)
Given the Lego scene’s lack of any serious journalism, I am forced to merely
speculate as to the intentions of Lego and their degree of success with the
program. After all, on first glance it appears to be ethically dubious on both
sides of the fence and looks to be more trouble than it’s worth, unless most of
the benefits to the company are invisible, in which case it merely smacks of
corporate co-optation of the fanbase to clamp down on leaks.
So here’s my hypothesis: Since it doesn’t lead to significant increases in
sales, and perhaps actively bogs down the productivity of both the company and
the AFOL participants, I can only conclude that the program is implemented
because of LOVE. Yes, the Lego Company has feelings too, and they wuv their
fans as much as their fans wuv them. So I assume the Ambassador Program is
merely a front for a giant internet sleepover with pillowfights, blanket forts,
snuggles and huggles.
Particularly in this new cycle, Lego appears to be in love with love, since the
list of new ambassadors (mere weeks after V-Day!) has doubled in size. Lego is
going to have to buy more notebooks, because there’s no more room on the covers
for names with hearts doodled around them.
Since the most data we have about the program is the lists of ambassadors, I’ve
ranked them in terms of how many times they’ve been invited to the party. And
without further ado, I present:
WHO DOES LEGO LIKE THE MOST?
(Organized from least to most(est), oldest to most
recent, and finally alphabetical (in that order)).
One-Night Stands and New Crushes:
Jon Furman - USA (cycle 1)
Andrzlej Szlaga - Poland (3)
Juan Macias - Spain (4)
Stepahn Sander - Germany (4)
Jeremy Spurgeon - USA (4)
Ryan Wood - USA (4)
Tania Baixinho – Portugal (5)
Andrew Becraft – United States of America (5)
Caspar Benndsen – Denmark (5)
Ross Crawford – Australia (5)
Adrian Drake – United States of America (5)
Doug Eaton – United States of America (5)
Lluis C. Gibert – Spain (5)
John Langrish – Canada (5)
Jean-Marc Nimal – Belgium (5)
Jason Railton – the United Kingdom (5)
Stephan Sander – Germany (5)
Barbara Werth – the Netherlands (5)
Paul Wolters – the Netherlands (5)
Vegas Weddings and Friends with Benefits:
Akos Kostyan - Hungary (1,2)
Holger Matthes - Germany (1,2)
Huw Millington - UK (1,2)
Richard Morton - UK (1,2)
James Trobaugh - USA (1, 2)
Lenny Hoffman – USA (2,3)
Luis Baixnho – Portugal (2,3)
Mark Bellis – UK (2,3)
Steven Combs – USA (2,3)
Knud Richardt Hoj Thomsen – Denmark (2,3)
Jeff Van Winden - Canada (2,3)
David Tabner - Great Britain (3,4)
Felix Greco - USA (1,5)
Jakob Bindslet - Denmark (4,5)
Marco Chiappa - Italy (4,5)
Peter Reid - Great Britain (4,5)
Diana Wong - Singapore (4,5)
Caper van Nimwegen - The Netherlands (4,5)
Jeff Van Winden - Canada (4,5)
Nelson Yrizarry - USA (4,5)
Old Exes and Pieces on the Side:
Paul Janssen - USA (1,2,3)
Eric Kingsley - USA (1,2,3)
Todd Kubo - USA (1,2,3)
Kelly McKiernan - USA (1,2,3)
Richie Dulin - Australia (3,4,5)
Ben Ellermann - USA (3,4,5)
Didier Enjary - France (3,4,5)
Mark Neumann - USA (3,4,5)
Dan Rubin - USA (3,4,5)
High School Sweethearts:
Pierre Normandin - Canada (1,2,3,4)
Volker Draschka – Germany (2,3,4,5)
Mark Sandlin - USA (1,2,3,5)
Life Partners 4-Eva:
Eric Brok - Netherlands (1,2,3,4,5)
Chris Giddens - USA (1,2,3,4,5)
So I believe this to be an accurate model of the state of the Lego Company’s
tender heart. And though we can never tell exactly how to win our fair company’s
affection, it doesn’t seem that difficult to do. Not that I’m calling Lego a
company of easy virtue in the least; it’s not Lego’s fault it has so much love
to give.
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In lugnet.ambassadors, Kevin Heckel wrote:
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So the 5th cycle of ambassadors was just announced, and I’d like to take some
time to reflect on the state of the Ambassador program. 5 half-years in, and
I’m still unsure of the goals, effects, and unintended consequences of the
program.
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And judging by the response to this post, it looks like it’s going to stay that
way.
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So here’s my hypothesis: Since it doesn’t lead to significant increases in
sales, and perhaps actively bogs down the productivity of both the company
and the AFOL participants, I can only conclude that the program is
implemented because of LOVE. Yes, the Lego Company has feelings too, and
they wuv their fans as much as their fans wuv them. So I assume the
Ambassador Program is merely a front for a giant internet sleepover with
pillowfights, blanket forts, snuggles and huggles.
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It’s as good a hypothesis as any, I say run with it.
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So I believe this to be an accurate model of the state of the Lego Company’s
tender heart. And though we can never tell exactly how to win our fair
company’s affection, it doesn’t seem that difficult to do. Not that I’m
calling Lego a company of easy virtue in the least; it’s not Lego’s fault it
has so much love to give.
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Spotlighted! Thanks for sharing.
Allister
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In lugnet.ambassadors, Kevin Heckel wrote:
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So the 5th cycle of ambassadors was just announced, and I’d like to take some
time to reflect on the state of the Ambassador program. 5 half-years in, and
I’m still unsure of the goals, effects, and unintended consequences of the
program.
The Ambassador program is tremendously opaque. Every bit of info seems to
need to be squeezed out of the system (like Legofan.org crashing), and
besides that there are no formal announcements about concrete
accomplishments. Or when something new is announced, it is unclear what role
the Ambassadors had in it. I mean, even the secretive Bush Administration has
a State of the Union, right? Perhaps the corporate culture is stifling
communication? (For instance, I have no doubt that even the terms of the NDA
are subject to the NDA.)
Given the Lego scene’s lack of any serious journalism, I am forced to merely
speculate as to the intentions of Lego and their degree of success with the
program. After all, on first glance it appears to be ethically dubious on
both sides of the fence and looks to be more trouble than it’s worth, unless
most of the benefits to the company are invisible, in which case it merely
smacks of corporate co-optation of the fanbase to clamp down on leaks.
So here’s my hypothesis: Since it doesn’t lead to significant increases in
sales, and perhaps actively bogs down the productivity of both the company
and the AFOL participants, I can only conclude that the program is
implemented because of LOVE. Yes, the Lego Company has feelings too, and
they wuv their fans as much as their fans wuv them. So I assume the
Ambassador Program is merely a front for a giant internet sleepover with
pillowfights, blanket forts, snuggles and huggles.
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If TLG can’t have a giant virtual sleepover with its biggest fans, then Mega
Bloks has already won. Are you with us, or are you with the clones, Kevin?
Marc Nelson Jr.
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In lugnet.ambassadors, Kevin Heckel wrote:
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So the 5th cycle of ambassadors was just announced, and I’d like to take some
time to reflect on the state of the Ambassador program. 5 half-years in, and
I’m still unsure of the goals, effects, and unintended consequences of the
program.
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-snip-
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WHO DOES LEGO LIKE THE MOST?
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-snip-
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Old Exes and Pieces on the Side:
.
.
.
Richie Dulin - Australia (3,4,5)
.
.
High School Sweethearts:
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LOL.
Well, I guess I’m still one of several pieces on the side... but I aim to become
a High School Sweetheart one day.
Now *that* is not a transition that happens very often!
Cheers
Richie Dulin
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In lugnet.ambassadors, Kevin Heckel wrote:
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Vegas Weddings and Friends with Benefits:
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Lenny Hoffman – USA (2,3)
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Come on Jonesy. We’re in a war! Stop sitting on the fence - either I am a Vegas
Wedding or a Friend with Benefits! We all know that there is a
difference!!
-Lenny
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In lugnet.ambassadors, Kevin Heckel wrote:
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Given the Lego scene’s lack of any serious journalism, I am forced to merely
speculate as to the intentions of Lego and their degree of success with the
program.
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Call me a cynic, but I always assumed that the main goal of the Lego Ambassador
program was to increase sales (read: dollars, pounds, euros, lyra, rubles,
etc.). Also, it could have been a way to quell some of the whining that takes
place when changes are made (i.e. color changes and 9V trains).
If Giant Evil Corporations (and I’m afraid that Lego may be one :gasp:) pretend
to listen to what amounts a small (but vocal) core fan base, then hopefully that
will lead to more buyers getting all warm and fuzzy inside and then stop buying
Mega Bloks.
Of course, I imagine that if you ask the average kid/mom in the toy aisle of
Wal-Mart, Toys R Us or Target about the Lego Ambassador program, you will be
looked at quite strangely. So this begs the question who was the LA program
designed for? AFOLs or the Average Lego Buyer?
I’m going with AFOLs.
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In lugnet.ambassadors, Leonard Hoffman wrote:
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In lugnet.ambassadors, Kevin Heckel wrote:
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Vegas Weddings and Friends with Benefits:
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Lenny Hoffman – USA (2,3)
Felix Greco - USA (1,5)
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Come on Jonesy. We’re in a war! Stop sitting on the fence - either I am a
Vegas Wedding or a Friend with Benefits! We all know that there is a
difference!!
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If Lenny is the Jason Allen Alexander in this relationship then I want to be the
K-Fed.
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> Of course, I imagine that if you ask the average kid/mom in the toy aisle
> of
> Wal-Mart, Toys R Us or Target about the Lego Ambassador program, you will
> be
> looked at quite strangely. So this begs the question who was the LA
> program
> designed for? AFOLs or the Average Lego Buyer?
>
> I'm going with AFOLs.
Yes, I think the Ambassador program is aimed at AFOLs. And what is wrong
with that? For years, we complained TLC never knew about, cared about, or
listened to AFOLs. Now they put in place a means to listen (which hints at
the knowing and caring) and then we ... uh ... complain.
Be realistic. TLC can't test an idea with all of us. They can test an idea
or get "a sense of the community" from a group of individuals, aka the
ambassadors (I presume the ambassadors sign NDAs or similar to protect ideas
from premature public release).
Are TLC in the ambassador game to make $$s? Ultimately yes, because they are
a business and that's what businesses do, try to make $$s. It's what
they've been doing for 50+ years after all, but it's been an OK deal on both
sides -- we give them money, they give us little plastic bricks (which we
seem to like a lot). I'm cool with that, it's the fundamental nature of
capitalism at work. I think the question is more about whether the
ambassador programme is a genuine intention to engage with the AFOL
community or a cynical one. Given the size of the organisation, I very much
expect both points of view exist. But hey it does give us a voice. It wasn't
that many years ago that TLC didn't know they had an adult fan base, and
even when they did, the evidence suggested that they underestimated its
purchasing, and when they figured that out, they still didn't know how big
they could grow that adult market. We've come a long way, baby!
Although some people are putting a negative spin on it, it seems to me that
the long-standing-ness of a number of ambassadors is a sign that they are
doing a good job at being ambassadors (or at least nobody else is putting
themselves forward, which in turn is probably still a sign that they are
doing a good job). I can't speak for every country, but personally I think
our current long-standing Australian Ambassadors are people who are active
and respected in the AFOL community here in Oz and LUGnet (and even in the
badlands of JLUG) and I'm happy to see them represent us.
Kerry
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In lugnet.ambassadors, Kerry Raymond wrote:
[SNIP]
> Be realistic. TLC can't test an idea with all of us. They can test an idea
> or get "a sense of the community" from a group of individuals, aka the
> ambassadors (I presume the ambassadors sign NDAs or similar to protect ideas
> from premature public release).
LAs sign two documents.
The now famous Non Disclosure Agreement aka NDA - almost half the community
signed at least once this document for various program from UTB to MDP :-)
and a document telling that TLC may use our "suggestions" (ideas, samples,
inventions,...) without compensation.
Both of them are clearly aimed at protecting TLC (and that's fair)
Didier
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In lugnet.ambassadors, Bob Parker wrote:
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In lugnet.ambassadors, Kevin Heckel wrote:
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Given the Lego scene’s lack of any serious journalism, I am forced to merely
speculate as to the intentions of Lego and their degree of success with the
program.
|
Call me a cynic, but I always assumed that the main goal of the Lego
Ambassador program was to increase sales (read: dollars, pounds, euros, lyra,
rubles, etc.). Also, it could have been a way to quell some of the whining
that takes place when changes are made (i.e. color changes and 9V trains).
If Giant Evil Corporations (and I’m afraid that Lego may be one :gasp:)
pretend to listen to what amounts a small (but vocal) core fan base, then
hopefully that will lead to more buyers getting all warm and fuzzy inside and
then stop buying Mega Bloks.
Of course, I imagine that if you ask the average kid/mom in the toy aisle of
Wal-Mart, Toys R Us or Target about the Lego Ambassador program, you will be
looked at quite strangely. So this begs the question who was the LA program
designed for? AFOLs or the Average Lego Buyer?
I’m going with AFOLs.
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**quiet coughing in the back of the chatroom, then**
I hate to be potentially contrary...
no, I don’t.
**sighs**
I cannot think of too many companies that would even deign to form a group
similar in structure (as I understand it) to the Ambassador program. Especially
a company that is dedicated to a toy--to have given even a minor nod to
adults--and especially adult fans--just isn’t done too often.
I’m not going to say that TLG is looking out for the Average LEGO buyer. (They
are, in some ways.) That they even have have a program (and, IMHO, it is
designed for the AFOL crowd) to ask for feedback from is amazing to me. They
are, at the end of the day, looking out for the bottom line period. No harm in
that. That’s what companies do, after all. But I look at what all TLG does...and
am amazed. FLL, Ambassadors, Serious Play, and some of the other work they do
with education...yeah, yeah, I know. It boosts the bottom line.
But, I don’t see other so-called brick companies doing these things. (In all
fairness, I don’t look for that, either.)
So, is it (the Ambassador program) big enough? Are there “enough”
representatives? Probably not, in either case. Should this be better explained
in better detail to the AFOL base (Through things like LUGnet, TLG’s own Press
Room, etc.)? Yes, yes, YES!!! Does TLG understand that the AFOL base is larger
than they know--and is larger than LUGnet shows? Or Brickfest? Or any other item
one can name? No, I am sure they don’t. (I’ll use myself as an example--I didn’t
even know about these things until I did a web search!) Therefore, I am
guessing that a good number of AFOL’s don’t know that there is an Ambasssdor
program--and in exchange, TLG does not have a real estimate on the AFOL base.
(Hey, that sounds like a Classic Space set--the AFOL base....)
My point: That there is a program--that has AFOL’s as a basis, if not a true
resource--is a good start. That they’ve doubled the size and length of
commitment is A Good Thing. Hopefully, this is a trend we will see continue--in
size and scope.
And maybe, in a few years...I’ll put in for a slot. (Maybe not.) But that it is
there...hey, it’s a start.
Play Well and Prosper!
Matthew
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In lugnet.ambassadors, Kevin Heckel wrote:
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Akos Kostyan - Hungary (1,2)
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That is me. I can tell you why I applied for the program and why I decided to
quit after 2 cycles:
I applied because I had one good reason. I wanted to let TLC know how unfair
some European AFOLs feel about not having the option to use ShopAtHome. SAH
does not ship to any of the newly joined EU member countries.
I quit for three reasons. One: SAH still does not ship here. Two: our 3rd
child was on her way. Three: the program was taking all my free time and I
needed some building time. I am sure I was not selected because of my building
skills but because of my community skills.
The above might sound a bit bitter but I very much enjoyed my time as an LA.
Akos
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