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There are only a handful of companies that have stood the test of time, and Danish toymaker Lego stands out among them. Voted the most popular toy of all time,[1] Lego has endured through an array of changes, remaining an unwavering and dependable company through all of the social and economic changes of the last 70 years. It brilliantly exemplifies the ability to move with the times without compromising core values, and businesses would do well to learn from the company’s history and habits.

Here are 5 essential lessons we can learn from Lego:

Raised in an age of media and advertising, Millennials are highly attuned to the old techniques of marketers. The strategies that once stood as tried-and-true have aged into transparent tricks in the eyes of the younger cohort.