As the Senior Director of Marketing at LEGO, Madelaine Edwards carries a huge legacy on her shoulders - and does so with clarity and purpose. In this episode of Curious Customer, she joins Matt to share how a 90-year-old brand continues to evolve without losing sight of its origins. Starting from a small Danish carpenter’s workshop in 1932, LEGO has become one of the world’s most recognized and loved brands. But it’s not just about bricks anymore. Madelaine explains how the company’s approach to creativity, play, and innovation keeps LEGO relevant for kids, adults, and families across generations. From navigating shifts in digital entertainment to pushing for sustainability, Madelaine offers a behind-the-scenes look at how LEGO stays playful while building for the future.

”Our hope as a company is that through Lego Play, and through building and rebuilding, it becomes a bedrock for creative confidence and courage and self-belief.” — Madelaine Edwards

In this episode, you will:

• Learn how LEGO balances its timeless core product with constant innovation, releasing over 800 new sets each year.
• Discover how LEGO collaborates with global brands like Nike, Fortnite, and Formula 1 to stay relevant to today’s younger audiences.
• Understand the importance of marketing in shaping both consumer perception and product development—especially when engaging different audiences like girls and adult fans.
• Explore how LEGO is tackling sustainability, including using recycled materials in products like tyres made from old fishing nets and engine oil.
• Hear what Madelaine thinks LEGO will look like ten years from now, and why physical play still matters in a digital world.

Tune in to hear how a classic brand stays fresh without losing its sense of play.

Connect with Madelaine:

• LinkedIn

Connect with Matt:

• LinkedIn
• Curious Customer Website

Before he was revolutionizing fast food delivery by air, Yariv Bash was literally shooting for the moon. As the co-founder and CEO of Flytrex, Yariv is now leading the largest drone food delivery service in the U.S.—but his journey began with building the first private spacecraft to (almost) land on the moon. That project raised over $100 million in donations and sparked Yariv’s belief in what’s possible when ambitious ideas meet relentless execution.

In this episode, Matt sits down with Yariv to explore how his experience in aerospace laid the groundwork for transforming suburban food delivery—and why he thinks the real challenge isn’t the tech or the regulations, but beating the humble Toyota Corolla.

Flytrex has already completed over 140,000 drone deliveries and raised $75 million to make the promise of hot, fast, and affordable food by air a reality. But the story behind those numbers is anything but simple. From battling regulatory hurdles to engineering drones specifically for burritos, Yariv shares what it takes to build a consumer experience that feels like magic—at least the first time. Whether you're a curious technophile or just someone who’s tired of soggy fries, this conversation uncovers what it takes to reshape an industry grounded in centuries of tradition.

”There’s a saying which is the future’s already here, it’s just not evenly spread. And in the areas we’re servicing we’ve done over 140,000 deliveries. ” — Yariv Bash

In this episode, you will:

• Learn how Yariv’s lunar ambitions shaped his mindset for building a drone company from scratch.
• Discover why Flytrex focused on food delivery after testing drones in five countries.
• Understand how regulatory frameworks and economics—not just tech—are the biggest barriers to mass adoption.
• Explore why drones may be a quieter, cleaner, and even safer alternative to cars in your neighbourhood.
• Hear what customers really think about receiving their meals from the sky—and how quickly the novelty wears off.

Tune in to hear how drones could reshape how we think about convenience, competition, and the future of everyday services. Whether you’re in Texas or just dreaming of a faster lunch, this is an episode you won’t want to miss.

Connect with Yariv:

• LinkedIn

Connect with Matt:

• LinkedIn
• Curious Customer Website

From the top ranks of Ford and General Motors to launching one of the world’s fastest-growing car brands, Alain Visser has seen the auto industry from every possible angle. With nearly four decades of experience, including leadership roles at Opel and Volvo, Alain grew increasingly frustrated with the industry's lack of real change. That frustration became the fuel for something bold. In 2015, he founded Lynk & Co—a brand built not just to sell cars, but to rethink what car ownership should be altogether. With a belief that consumers no longer need to own cars full-time, Alain set out to build a business model that prioritises usage, flexibility, and sustainability over outdated dealership models and marketing fluff.

In this refreshingly honest conversation, Alain doesn’t hold back. He breaks down the entrenched habits of an industry stuck in its ways and explains why true innovation rarely comes from the big players. If you’ve ever wondered why all car ads look the same or why new car brands struggle to stand out, Alain’s perspective is a must-hear. He also lifts the curtain on what it really took to build a new kind of brand—and why he thinks the future of mobility looks very different from what most of us imagine.

“In an industry where the difficulty to differentiate is the greatest, the effort to do so is the lowest.” — Alain Visser

In this episode, you will:

• Discover why Alain believes most car marketing is lazy—and how budget size can kill creativity.
• Learn how Lynk & Co flipped the traditional car sales model by embracing subscriptions, peer-to-peer sharing, and club-style showrooms.
• Understand why owning a car might soon be as outdated as owning a CD player.
• Find out what Alain really thinks about Tesla’s rise and why he sees it as a product revolution, not a business model shift.
• Explore how brands like Volvo have managed to maintain a unique identity—and why most new entrants fail to do the same.

Listen to this episode to hear why Alain thinks the car industry needs to think less like engineers and more like service designers—and why the most disruptive ideas might come from outside the automotive world altogether.

Connect with Alain:

• LinkedIn

Connect with Matt:

• LinkedIn
• Curious Customer Website