BADLANDS

I

In the late 1990s, LEGO teetered on the edge of oblivion. The once-beloved Danish toy company, known for its colorful plastic bricks, was drowning in debt and facing a rapidly changing market. As children increasingly turned to video games, LEGO's sales plummeted, and the company faced the real possibility of extinction.

But just as all seemed lost, a leader emerged from LEGO's ranks. Jørgen Vig Knudstorp, a former McKinsey consultant, stepped up to the challenge of saving the company he had loved since childhood. He set about transforming LEGO from the ground up.

He streamlined the company's operations, cutting costs and reducing complexity. He refocused LEGO's product line, emphasizing the core values of creativity and imagination that had made the brand a household name. And he embraced the power of storytelling, partnering with Hollywood to create LEGO-themed movies and video games that captured the hearts of a new generation.

Slowly but surely, LEGO began to climb back. Sales rebounded, and the company's debt disappeared. By 2015, LEGO had become the world's most powerful brand, surpassing even Apple and Google in terms of consumer loyalty and engagement.

Even in the badlands — desolate and derelict — there is always hope for those who refuse to give up.

II

Five years earlier, Steve Jobs faced one of the darkest periods when he was unceremoniously ousted from Apple, the company he had co-founded and poured his heart into. At 30, Jobs found himself at rock bottom, forced out by the board of directors he had appointed. The Macintosh, his passion project, had failed to meet expectations, and tensions with CEO John Sculley had reached a breaking point.

Losing Apple was a crushing blow. Jobs had dedicated his life to creating innovative technology. He later described the experience as "awful tasting medicine" but acknowledged that it was necessary for his growth. Forced to confront failure and uncertainty, Jobs embarked on a journey of self-discovery.

"Getting fired from Apple was the best thing that could have ever happened to me," says Jobs. The heaviness of success was replaced by the lightness of being a beginner again. It freed me to enter one of the most creative periods of my life."

That same year, Jobs founded NeXT and acquired Pixar. Although NeXT struggled financially, Jobs learned valuable lessons in leadership, innovation, and perseverance. His time away from Apple helped him gain perspective, ultimately paving the way for his return in 1997.

III

Before she was a global sensation, Madonna faced intense hardship as a young artist. In the 1970s, Madonna moved to New York City with little more than a dream to succeed.

She worked odd jobs to make ends meet, including waitressing at a Russian tea room and posing nude for art classes. She survived torrential living conditions, often with no heat or hot water, and survived on a diet of popcorn and coffee.

Despite this, Madonna poured her heart and soul into her music. She faced rejection from industry professionals who didn't understand her vision, but the criticism never deterred her. "I've been popular and unpopular, successful and unsuccessful, loved and loathed, and I know how meaningless it all is," Madonna explains. "Therefore, I feel free to take whatever risks I want."

"A lot of people are afraid to say what they want, and that's why they don't get what they want."

IV

In 2011, Serena Williams faced one of her most challenging periods in life and career. A series of health issues forced her to take a break from tennis for nearly a year. Many doubted whether she would ever return to her former level of play. Some suggested that her career might be over.

During this time, Williams had to confront not only the physical challenges of her recovery but also the mental and emotional toll of being away from the sport she loved. She faced criticism from those who believed she was past her prime and would never again be a dominant force in women's tennis.

"I don't like to lose—at anything," Williams says. Yet I've grown most not from victories but from setbacks. If winning is God's reward, then losing is how he teaches us."

With the support of her family and a fierce determination to prove her critics wrong, she began rebuilding her health and her game. She focused on her physical therapy, worked with her coaches to adjust her training regimen, and gradually returned to competition.

With the odds stacked against her, Williams made a remarkable comeback. In 2012, just a year after her health scare, she won Wimbledon, the U.S. Open, and Olympic gold. Her resilience inspired fans worldwide and cemented her status as one of the greatest athletes ever.

V

Before Sylvester Stallone became a household name with his iconic role in "Rocky," he was homeless and helpless. In the early 1970s, Stallone found himself at the lowest point of his life, struggling to make ends meet and pursue his dream of becoming an actor.

Stallone's financial situation was dire, and he was forced to sell his beloved dog, Butkus, for a mere $40 to survive. He slept in bus stations and public restrooms. He considered engaging in illegal activities to secure food and shelter.

Despite overwhelming hardships, Stallone refused to give up. He channeled his experiences and emotions into writing the script for "Rocky," a story mirrored his struggles. However, when he initially pitched the script, studios were only interested if he relinquished the starring role, something Stallone firmly refused to do.

Stallone's belief in himself finally paid off. He found a studio willing to take a chance on him. He poured his heart and soul into the role of Rocky Balboa. The film's success catapulted Stallone into an overnight success.

"Going in one more round when you don't think you can – that's what makes all the difference in your life," says Stallone. "Every champion was once a contender that refused to give up."