Too Many "Fake Concepts"

On average, I have two or three business trips a month. My destinations are Hiroshima, Shizuoka, Nagoya, Morioka, Sendai, Koriyama... all within Japan. Global? That's a distant dream. My days are completely immersed in the domestic scene. Yet, about once every three or four years, a sudden request for an overseas business trip lands on my desk. Just the other day, I got an invitation: "How about giving a 90-minute talk to Asian creators affiliated with Dentsu Inc. Aegis Network?"

I politely declined, saying, "No way I can talk that much in English," and "I feel bad for the audience having to listen to my clumsy English for so long." Yet, before I knew it, I was standing in front of dozens of people at a hotel in Bangkok.

 

The theme this time was "Concept."

To spark innovation that irreversibly changes people's actions, habits, and values, you need words—concepts—that act like searchlights illuminating new realities. ( More details here ) Unfortunately, the world is flooded with "self-proclaimed concepts" (= fake concepts). I discussed typical patterns of these.

For example, the "Empty Shell Type." Setting a new product concept for instant noodles as something like "A New Noodle Experience" falls into this category. A genuine concept, like Taro Okamoto's "Art is an explosion," intuitively shares a new direction we should pursue. Surprisingly often, people neglect to express which path we should take, instead simply glossing over it with words like "new," "unprecedented," or "discovery."

Even more common is the "poem type." This pattern uses vaguely plausible, vaguely cool word combinations, yet leaves you completely unclear about what it's supposed to illuminate. For example, the "concept" for instant noodles called "Beautiful Wolf." Or the "Exciting Gorgeousness" concept for a luxury car. While these aren't advertising copy and sharing direction internally with team members is sufficient, they remain too vague to convey anything meaningful. They don't illuminate any new "truths." They aren't searchlights.

Another pattern is the "explanatory type." For example: "Instant noodles featuring extra-thick noodles with firm bite, combined with a triple broth of pork bone, seafood, and vegetables. Supervised by a popular Sapporo ramen shop owner. Generous volume and rich, thick flavor satisfy even hearty eaters." This is definitely not a searchlight. Just a list of (not even new) facts. Yet, surprisingly often, such phrases circulate as "concepts."

The reasons for the proliferation of these "fake concepts" include corporate hesitation to challenge the status quo, the limitations of "logical thinking," or the linguistic capabilities of internal company personnel. In this context, I wanted to propose that advertising agency creators, who view companies as external partners, could expand their business in this "concept"-centric domain. Creators across Asia listened intently to this idea for a long time and engaged in lively discussions. Finding partners who share this awareness of the problem across borders was the greatest reward.

This is the "Guruguru Four Brothers"

One more thing. Speaking of discoveries, I found the Thai version of my book, "The Idea Textbook: Dentsu Inc. Spinning Thinking." While I was consulted before its publication, this was my first time holding the actual book. It's the fourth language edition following Japanese, Korean, and English, and I'm truly honored.

Alone at the Shopping Mall

Som Tam

And one more dish

After work, while waiting for my late-night flight, I raised a toast to my book launch alone at the shopping center food court. I gulped down beer with som tam (green papaya salad). The garlic was stronger than expected, making me worry about the flight home, but it was too late. The heat and talking too much had left my throat parched, so the beer was just delicious!!

Next time will be April. I'll look for some spring-like topics.

Enjoy!