Shirute CX Play
for Customer Experience Professionals

Discover The Role Of PLAY In Business.

We at Shirute are part of global LEGO® Serious Play® and Customer Experience networks. We work together with international LSP and CX professionals to develop People Experiences for the future. Discover the Role of PLAY in Business through Shirute’s Insights.

All Children are Born Artists

Bring PLAY back into your business!

In times like these, when we have no idea about the future, we all need to seek out that creative 5-year-old within us, so we can positively affect how all this may play out. And we need PLAY in business to do just that. "

“The training provided an excellent starting point in examining complex large entities and identifying the key problem areas. This training gave me a great basis. In the future, I would love to use this tool with many others in my organisation.” 

- Petri Lagervist, Business Development Specialist, Caruna, Electricity company

Strengthen and broaden 
your organisational understanding

No hierarchies. No limits. Just pure creativity. 

Interviews & Keynotes

Listen to our experts talking about 
People Experiences and the Role of PLAY in Business.

All Things Considered CX with Bob Azman | Sirte Pihlaja - CX Play

Are you still “playing around” with your CX initiatives? Maybe it’s time you took your CX play more seriously! Listen to my thoughts on this episode of All Things Considered CX with Bob Azman by Innovative CX Solutions and the CX of M Radio podcast network. During our podcast, I shared our approach in utilizing this technique as well as other nuggets of wisdom gained from my over 25 years of experience in advising large corporations and brands in various industries and countries.

CX Mechanic - Interview with Sirte Pihlaja

Episode 3 of the CX Mechanic introduces Sirte Pihlaja CXPA lead from Finland and CEO of Shirute a CX and EX consultancy. In this episode we look at Lego Serious Play and the benefits of play in CX innovation, design and creativity.

Playing your way to a stand out customer experience - Interview with Sirte Pihlaja

In this interview, I joined Adrian Swinscoe from Punk CX Podcast to talk about happiness, creativity, why we need more fun in our business and CX lives, Lego and some serious playing.

Voices of CX Podcast: S7E9: Play Your Way to 3-Dimensional Thinking with Sirte Pihlaja

I joined @worthix CMO Mary Drumond to talk all about using play to unlock creativity in the workplace and why it is both important and beneficial to have in any line of work.

WOW Summit '21: How Do You Build a Playful Culture? LEGO Serious Play + EX with Sirte Pihlaja

In my talk, I share my ideas on how to build a playful business culture. I am a passionate creative methodologies facilitator, and love to explain how LEGO Serious Play can be used to design better customer and employee experiences through CX Play. Would you like to grow a sustainable business in a fun and exciting way? Then this talk is right up the alley for you!

Customer First Show: Unlocking The Creative Mind To Create Positive Impact For Your Team And Your Customers‪

In the Customer First Show, we hear from experts and practitioners about how to put customers at the heart of your business.

In this episode, I talk to Finland’s premier CX Ambassador, Sirte Pihlaja, who tells us about her concept, using Lego to make people open their creative sides.

Sirte Pihlaja, bestselling author and CX expert, can be found here:

The Customer First Show is a series of interviews with global CX experts who share their knowledge and insights on CX best practices hosted by Naeem Arif - CX enabler and business transformation consultant.

Watch the talk:

Listen to the podcast: 

Get Ready, Get Serious, PLAY!

What is the role of PLAY in business? BIG time. We all need to find out how to tap into the inner child within us and become more creative for businesses to grow. There’s no other way to come out of this crisis than to allow ourselves space to think differently. We can’t go back to the old, so let’s embrace the new normal.

Sirte Pihlaja, the CEO of Shirute, is a Finnish CX/EX expert, who has been evangelising CX all over the world during the last 25+ years. Her passion is using creative methodologies in designing great CX and EX. That is why she wrote in the best-selling Customer Experience 2 book about customer-centric culture and on the Role of Play in Business. She introduces LEGO® SERIOUS PLAY® - a methodology that LEGO created for themselves when they needed to renew their business, as they were facing significant financial difficulties - not very much unlike the present.

Webinar: Leikin rooli liiketoiminnan kehittämisessä (in Finnish)

Tiedätkö, mikä merkitys leikillä ja luovuudella on asiakas- ja työntekijäkokemuksen sekä kannattavan bisneksen kehittämisessä?

Luovuus, leikki ja kyky ajatella laatikon ulkopuolelta ovat kriittisiä menestystekijöitä mille tahansa organisaatiolle, joka on kiinnostunut asiakkaistaan. Näitä kyvykkyyksiä tarvitsee myös jokainen työntekijöidensä hyvinvoinnista välittävä yritys. Jos siis teillä halutaan paitsi selviytyä, myös menestyä nyt ja tulevaisuudessa - kannattaa kuunnella mitä ajatuksia jaoin aiheesta webinaarissamme.

Katso puheenvuoro:

Tutustu Shiruten Tosileikkiin:

CX2 Book Discussion: CX Insights with Ian Golding & Sirte Pihlaja 

Ian Golding interviews Sirte Pihlaja of Shirute about her greatest passion, People Experiences and LEGO(R) Serious Play(R). In this discussion, Sirte talks about the chapter she wrote in the Customer Experience 2 book on the importance of PLAY in business.

Customer Experience Superheroes - Series 4 Episode 1 The power of Lego Serious Play

In this episode we meet up with Sirte Pihlaja to hear about the CX value of Lego Serious Play (LSP). The creative workshop technique is proving a hit with corporate audiences enabling colleagues to unlock their inner creativity and build better solutions.

As CEO of Shirute in Finland, Sirte has trained to become a specialist at running Lego Serious Play workshops.

We hear how the technique is helping companies to tackle all manner of challenges, but it proves particularly useful to visualise customer experience scenarios and improvements.

Sirte, along with the CX Superheroes host Christopher Brooks is a contributor to the latest edition in the Customer Experience series. Sirte covers LSP in her chapter in Customer Experience 2.

When ReCX talked CX with Sirte Pihlaja from Shirute

Sirte is another of my fellow co-authors, whose chapter talks about CX and Lego Serious Play! Sirte is based in Finland, running a CX Consultancy called Shirute:

In this episode, we talk Lego (which I'm personally obsessed with), the D.O.T principles and how we can do more to understand young people.

This is one of my favourite episodes, based on not only the topics, but the experiences, we can all make in our own businesses and lives.

Feel free to connect with Sirte via LinkedIn!

AmplifiedCX: LEGO Serious Play and Customer Experience

Join Sirte Pihlaja, CEO at Shirute and leader of CXPA's Finland network, as she introduces you the core concepts of LEGO® Serious Play® to change how you think about building a customer-centric culture. You will be introduced to the toolbox of LEGO® Serious Play® and CX Play®. Sirte will explain how to solve complex challenges, turn the abstract to concrete and achieve a common customer understanding using play and creativity.

Let's Talk Business - Expert Talk: Customer Experience with Sirte Pihlaja

Learn what the experts think about leading issues in business.

“You can discover more about a person in an hour of play than a year of conversation.”

- Plato, Athenian philosopher

Strengthen and broaden 
your organisational understanding

No hierarchies. No limits. Just pure creativity. 

"The training was eye-opening and helped me process information from a different perspective."

- Kiia Aarnio, Store manager, Benetton Group


Here are the answers to some frequently asked questions:

What is LEGO® Serious Play®?

Why LEGO® Serious Play®?

What can LEGO® Serious Play® be used for?

What do we need to play seriously?

What is the background of this methodology?

Anything else you want to know?