The awareness of an advertising agency. Creating a market where things other than money circulate.

Namikawa: Last time, the keyword "self-awareness" came up. Some advertising professionals possess socially valuable "perspectives" yet remain unaware of them.

Norabukuro: Yes, yes.

Namikawa: As one such perspective, last time we mentioned the "perspective of accepting the incomprehensible," which is unique to advertising professionals.
I actually feel like there are more than that.

Ad agency work isn't the kind of job that can be handled just with money.
For example, imagine Dentsu Inc. spearheads a social project.
Famous artists participate in that project. It gets turned into a TV program. Client sponsorships are gathered. In that case, it's never just money circulating. Various people's various intentions flow back and forth, and only when the puzzle pieces come together does the project finally become a reality. Dentsu Inc. is the one doing that coordination, right?

Norabukuro: I see.

Namikawa: But to outsiders, it looks like "someone with a Dentsu Inc. business card, whose actual job is unclear, shows up and somehow ends up pulling the strings behind the scenes on these big projects."

Norabukuro: ...

Namikawa: I think this is one of those issues that just needs "self-awareness."
Not people doing mysterious things behind the scenes, but rather entities that skillfully facilitate the flow of both money and non-monetary value to make things happen...

Narabukuro: Circulate... In a word, that's the "market."

Namikawa: "Market"...

Nora Bag: Generally speaking, the "market" in the human world is far too monotonous. Only the exchange of money ←→ services or goods is called a "market." It's incredibly narrow.
And then, things that don't fit into that framework get lumped into vague, emotional expressions like "thoughts connecting to make something happen." That's not what it is.
In reality, something definite is being exchanged. It's just not money.
Muhammad Yunus, who founded Grameen Bank, has some good points about this.
Namikawa: We'll talk about that next time.