Let your hands do the thinking!

Purpose The aim of this viewpoint article is to offer a reflection on the author's personal understanding and experience of using the Lego® Serious Play® methodology to help teams address core strategy and creativity challenges within their organizations. Design/methodology/approach This is a viewpoint paper. Findings By using metaphors, imagination and story‐making to facilitate a better understanding of core strategic challenges and defining moments in the life of organizations and teams, LSP also satiates the current organizational thirst for stories and meaning. Originality/value The rewards of serious play are tangible and plentiful.