Loren I. Shuster

Pioneer
DISC Type : Dis

Chief People Officer/EVP at the LEGO Group

Greater London, England, United Kingdom

Overview

Loren I. Shuster is the Executive Vice President and Chief People Officer at the LEGO Group, where he leads the People, Places, and Culture organization. His background spans sales, marketing, and general management across five industries and four continents, with past senior roles at Google and Nokia. People who have worked with him often describe him as an amazing, inspirational, and true leader.

Born and raised in Montreal, Loren has a deep appreciation for his roots but also felt an early desire to explore the world, having now lived and worked in 11 different countries. This global experience, shaped by his familys immigrant history, informs his passion for unlocking human potential and fostering inclusive, psychologically safe environments.

Unique fact: Lorens transition to HR was a 20-year journey sparked by a holistic retreat in Australia in the late 90s, which inspired him to pursue certifications in coaching and mindfulness.

Personality Overview

Friendly But Fast

Decisive But Friendly

Dynamic But Sincere

They combine a unique set of diverse traits where they are fast and friendly but can slow down to be thorough when needed  They have the unique ability to win both love and respect from their team (or outsiders) If they are convinced, they can become very strong champions for your product

Topics They Care About

Leadership Development
He champions a "Leadership Playground" model at LEGO, believing everyone has a leadership role to play and focuses on cultivating psychological safety and self-awareness.
Corporate Culture
He is responsible for shaping the LEGO Group's culture, focusing on creating workplaces where talent is unleashed in an inclusive way and employees can thrive.
Social Responsibility
His role includes overseeing social and environmental responsibility, reflecting his belief in business as a force for good and driving the company's 'Planet Promise' forward.

Media Appearances

Loren has no verified media appearances

Work History

1-2024
Chief People Officer/EVP at the LEGO Group
4-2019 - 12-2023
Chief People Officer & Head of Corporate Affairs/EVP at the LEGO Group
12-2017 - 3-2019
Chief People Officer/EVP at the LEGO Group
1-2024
International Advisory Council at Institute of Business Ethics
11-2019 - 12-2023
Board Trustee at Institute of Business Ethics

Education

2012 - 2014
Executive Masters - Consulting and Coaching for Change from INSEAD
1995 - 1996
MBA from INSEAD

More Information

Social Presence :

Prographics :

Exp : 11 Location : Greater London, England, United Kingdom Job Level : Senior Designation : Chief People Officer/EVP at the LEGO Group
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Insights For Selling To Loren I.

During A Call Or A Meeting

DO's

  • Build a trustworthy relationship while keeping the product center-stage
  • Showcase existing customers and use case-studies to grab their attention
  • Use phrases like ‘your decision will’, ‘you will impact’ etc.

DONT's

  • Don’t be very informal during the early interactions even if they are being so themselves
  • Don't lean very heavily into providing too much information, sharing whitepapers etc.
  • Don’t be too verbose or overly friendly; a little bit, however, is fine

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Loren I. is

  • Nothing less than a strong combination of proof of results, relationship and high levels of professionalism is effective with them.
  • Will you ever get a clear answer from Loren I.

  • They can say no while staying friendly, but can also be pursuaded to reconsider

Insights For Deal Planning

    How fast (or slow) will Loren I. move?

  • They are generally fast movers and can take quick decisions
  • Can Loren I. take some risk or not?

  • They have high risk-appetite but can get ahead of themselves once in a while. Observe carefully

You And Loren I.

Personality Compatibility


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