LEGO fosters a culture of creativity both within the company and among its customers. Internally, the company encourages employees to think outside the box and experiment with new ideas. Externally, LEGO provides platforms like LEGO Ideas, where fans can contribute their own creations. This open-source approach not only drives user-generated content but also helps the company stay attuned to the needs and desires of its customer base. Encouraging creativity is essential for any entrepreneurial venture aiming for sustained growth and innovation.