Breaking Through Blocks in Innovation at SG Europe with Lars Silberbauer & Reggie Bradford

TL;DR

Startups and large corporations can break through innovation blocks by becoming allies: startups provide adaptable capabilities, while internal change agents connect those capabilities to corporate goals. Lars Silberbauer describes using startup partnerships to help change Lego’s approach to social media and digital marketing, while Reggie Bradford explains Oracle’s broader effort to work more like a startup. Read on for their practical lessons on collaboration, relevance, and organizational change.

Transcript

so with no further ado let us go to stage two last silver bower senior global director of social media and video at Lego cooperation and Reggie Bradford the senior vice president of startup ecosystem and accelerator in overkill both the founders in heart but today working a big corporates and they're gonna speak about breaking through blocks in inn... Read More

Key Insights

• 👨‍💼 Startups and corporates need each other for innovation and survival in a rapidly changing business landscape.
• ❓ Leveraging personal connections, understanding corporate structures, and showcasing value are integral to successful collaborations.
• 🔉 Corporations like Lego are transforming into media companies and focusing on digital innovation to stay relevant.

Questions & Answers

Q: How can startups and large corporations work together to drive innovation?

Large corporations can seek startups with a compatible mindset and use them as allies in internal change. Startups gain access to established companies, while corporate change agents gain outside capabilities that can help move transformation forward.

Q: How did Lars Silberbauer and Reggie Bradford first connect?

Lego contacted Reggie Bradford’s startup while it was still trying to establish itself in social media. Reggie viewed interest from an international company like Lego as an important validation point, and the outreach led to their work together.

Q: Why did Lego seek partnerships with startups?

Lars Silberbauer was responsible for changing Lego from within but was not always given extensive headcount. He therefore approached startups to find allies who shared his entrepreneurial mindset and could support the company’s change journey.

Q: What should corporate change agents look for in startup partners?

They should look for allies with the same mindset and the ability to help advance internal change. Lars describes the relationship as a mutual learning process in which the company supports the startup’s next steps while the startup helps fuel corporate transformation.

Q: How did Lars Silberbauer change Lego’s digital marketing operations?

He was hired to build Lego’s social media presence from scratch and help change the company’s marketing mindset. His team now operates social media and video platforms globally, develops in-house content, and continues pushing change around digital marketing.

Q: What innovation challenge does Lego face?

Lego’s core product remains the familiar plastic brick with studs and a trademark. The challenge is keeping that product relevant while markets, platforms, and customer behavior continue to change.

Q: How is Oracle trying to work more like a startup?

Reggie Bradford says Oracle is changing its culture through its accelerator and broader startup ecosystem. The effort also covers how Oracle delivers, prices, packages, contracts, and takes its cloud offerings to market, rather than relying only on acquisitions.

Q: Why do startups and large corporations need each other?

Reggie argues that both groups face substantial failure and disruption as business changes accelerate. Startups can help corporations adapt, while corporations can provide validation, resources, and opportunities that help startups progress.

Summary & Key Takeaways

• Reggie from Oracle and Lars from Lego discuss the importance of startups and corporates collaborating for innovation.

• Lars highlights how Lego transformed into a media company while focusing on digital innovation and expanding into China.

• Advice is shared on networking, building relationships, and understanding corporate contexts for successful collaborations.