Shirute CX Play
for Customer Experience Professionals
We Are Highly Experienced
LEGO® Serious Play® Professionals.
The LEGO® Serious Play® coaches in Shirute's network are world-renowned, with years of experience in creating and developing People Experiences and strategies for businesses internationally. Our coaches continuously update their own expertise with trainings and certifications.
approved by the
We have been collaborating with Inthrface in creating CX Play®, our application of LEGO® SERIOUS PLAY® for developing people experiences. Inthrface's facilitator training in the LSP methodology has been endorsed by one of the founders of the methodology.
"The comprehensive course material and innovative pedagogy used in Inthrface's facilitator training align with, and positively extend the original LEGO® SERIOUS PLAY® concept."
Professor Johan S. Roos
Co-inventor of the LEGO® SERIOUS PLAY® methodology
"The CX Play workshop gave us a really nice boost to kick off our year as a newly established organization and helped people from different teams to get to know each other a bit better. Lego Serious Play offered us a fun way for innovating and exploring different solutions to these challenges together."
- Iiris Lahti, Head of Online Performance Unit, Sanoma Group, multi-channel media and learning company
Sirte Pihlaja (CCXP, Trained Facilitator of LEGO® SERIOUS PLAY®) is the CEO of Shirute Ltd, the first customer experience agency in Finland. She is an internationally recognised CX/EX expert, coach, keynote speaker, designer and strategist with over 25 years of experience in advising large corporations and brands in various industries and countries.
Sirte is the leader of CXPA's Finland network, member of the International Advisory Committee and one of CXPA's founding members. She was one of the first Europeans to have been certified as CCXP.
She has written three books on on people experiences, two out of which are global #1 bestsellers.
When Sirte is not playing with LEGO bricks with her clients, she is passionately championing CX in the Nordics, South-East Asia and beyond and is a familiar face in international CX Awards juries and conference stages.
Sirte Pihlaja was recently recognised as a TOP 150 Global Customer Experience Thought Leader and on the CX Hall of Fame. The CXPA has also awarded her the Extra Mile Award.
Micael Buckle (Chief Executive Trainer in the LEGO® SERIOUS PLAY® method) is the founder and CEO of the consulting company Inthrface.
Micael consults all around the world in the areas of strategy development, leadership development, organisational development and leadership team development.
Micael was initially certified in the LEGO® Serious Play® method at LEGO Company
in 2003 and he has done more than 800 workshops globally. Additionally, he trains and certifies other trainers at Hotel LEGOLAND in Denmark, United Kingdom and United States.
Micael has for several years collaborated with the co-inventor of the LEGO® Serious Play® method Professor Johan Roos about researching and developing the method and new applications. Micael is also a part time Adjunct Professor at Hult & Ashridge International Business School.
Micael has a background as officer in the Armed Forces in Denmark. He has a master’s in leadership, tactics, and strategy from the Military Academy in Denmark. He has extensive leadership experience from both the army, corporate life, and consulting.
Strengthen and broaden
your organisational understanding
No hierarchies. No limits. Just pure creativity.
SERIOUSWORK Certified Online Facilitator of LEGO Serious Play
SERIOUSWORK - May 2020
LEGO Serious Play – Readiness for Change
Inthrface - Oct 2019
LEGO Serious Play – Real Time Strategy for the Beast
Inthrface - Oct 2018
MasterMind Design Thinking with the LEGO Serious Play Method
Design Play - May 2018
LEGO Serious Play Trained Facilitator
Inthrface - 2016
"Lego Serious Play is very refreshing, fun, and overall challenging to my skills and abilities, as well as thinking. The physical Lego building is very rewarding."
- Anne Mikkilä, Customer Experience Director, Tieto, Nordic software and services company
Here are the answers to some frequently asked questions:
What is LEGO® Serious Play®?
LEGO® Serious Play®is a facilitation methodology developed at the Lego Group. Since 2010 it is available under an open source community-based model. Its goal is improving creative thinking and communication.
Why LEGO® Serious Play®?
The LEGO® Serious Play® method challenges your critical thinking in the most enjoyable way possible. It has been developed to ensure that organisations are able to problem solve as a team.
What can LEGO® Serious Play® be used for?
The LEGO® Serious Play® method has been used internationally for many years, to develop the business for a variety of companies and organisations. The results speak for themselves. LEGO® Serious Play® changes the way people think and aims to develop businesses in a whole new way.
What do we need to play seriously?
Stakeholders. Legos. Open Mindedness. A trained LEGO® Serious Play® facilitator to make sure you get the best out of the bricks.
What is the background of this methodology?
Johan Roos and Bart Victor created the "Serious Play" concept and process in the late 1990s as way to enable managers to describe, create and challenge their views on their business. Dr. Roos is now Chief Academic Officer at Hult International Business School and Dr. Bart Victor is Cal Turner Professor of Moral Leadership at Vanderbilt University. They created Serious Play while they were both professors at IMD in Switzerland.