Issue #145

Reader

People ask me, "What are you wearing when you email the Saturday morning editions of Do This Instead?"

"Not much."

That's right: Just a robe.
Some conviction. And a red pen.

Because what if I told you the fastest path to growth is... deletion?

Not adding. Not expanding. Not "more."

Less.

I'll explain:
LEGO was 90 days from bankruptcy in 2003.
Losing $1 million per day.

Their fix? A red pen.

Axed clothing lines.
They killed theme parks.
Slashed 30% of all products.
Murdered the Jack Stone action figure.
Reduced 7,000 unique brick pieces dramatically.

Wall Street called it suicide.
Retailers threatened to walk.
The media wrote the obituary.

By 2015?​
$5.2 billion in revenue.
World's largest toy company.
$7.6 billion brand value.

The secret wasn't a new product.
It was constraint.

Six words saved them:
​"We make tools for systematic creativity."

Everything that didn't fit? Gone.

​Here's the full breakdown of LEGO's "Deletion Strategy" — including the 4-step formula you can steal for your own business.

Inside you'll find:

• The exact products they killed (and why)
• The 3 brutal facts they forced themselves to face
• A 4-week deletion checklist you can run today
• Why fewer products created MORE innovation (and more sales)

👉 Read "The LEGO Deletion" now​

Because somewhere in your bloated product line is your billion-dollar brick.

The question isn't "What else could we do?" It's "What must we stop doing?"

Your empire is waiting on
the other side of the red pen.

—David

P.S. Don't know where to start deleting? Need an objective set of eyes to help remove the fluff and distractions? Schedule a free UNcovery call—just you and me, no pitch, no fluff—and I'll diagnose what's actually holding your brand back.