What Does "Working Authentically" Really Mean? (Part 1)

The book " Why Do You All Start Talking About the Same Things When It Comes to Job Hunting? " (published by Senden Kaigi), which compiles the " Connecting Yourself and Society Classroom Project " – a workshop using advertising communication know-how to solve students' job-hunting worries – has been published.

To commemorate its release, one of the authors, Masahide Yoshida, head of Dentsu Inc. Youth Research Department (nicknamed Wakamon), Kao Tsuda, who is exploring new ways of working while employed at Sony, and Tatsuro Sato, who transitioned from copywriter to university professor, writer, and creative director, gathered at the B&B bookstore in Shimokitazawa, Tokyo, to discuss what it means to "work authentically."

 

An Era of Diverse Work Choices

Yoshida: This book was born directly from the question in its title: "Why does everyone end up saying the same things when it comes to job hunting?" Each person has walked a different path in life and should have diverse values, yet on application forms and in interviews, many people start describing themselves within the same "template." But fundamentally, I believe we shouldn't mold ourselves to fit the "template" of a job type or company. The focus should always be on ourselves, finding an environment where we can work authentically. I wrote practical methods for this in the book, but first, I want to explore what "working authentically" truly means with two guests who practice diverse work styles. First, Tsuda-san, you're currently employed at Sony while also producing the telework town project in Fujimi Town, Nagano Prefecture. Could you tell us how you arrived at your current work style?

Tsuda: I joined Tokyu Agency right after graduating and worked on digital marketing and media buying. Later, I was seconded to a game-related company where I helped launch a mobile service for high school students. After returning, I handled social media strategy, app planning and development, and digital promotions. I moved to Sony in my early thirties.

Yoshida: Were there major differences between working at an ad agency and working at a manufacturer?

Tsuda: At Sony, I'm still doing strategy and planning work, so it's not drastically different. However, since Sony is a global company, I've learned about how people work in various countries. For example, people in Sweden take about a month and a half off. Also, domestically, looking at my friends who are freelancers or work at startups, some would disappear for a month to places like Yakushima or the Northern Alps, or work freely regardless of location. Seeing this diversity in work styles made me think about what I wanted. That's when I decided to create and try out a new work style myself.

Yoshida:So that led to the Fujimi Town Telework Town project?

Tsuda: Yes. I love the mountains and often visited Yatsugatake, so I'd always thought it would be wonderful to live in such a nature-rich place. Then, I saw Fujimi Town Hall's website announcing a plan to repurpose vacant houses as offices. I emailed them saying I wanted to relocate and produce the project myself. This was a project offering vacant houses as free home-offices for a year. I was a bit worried if enough people would apply, but we actually got around 60 applications – from web startups and video production companies to organic soap makers. I was thrilled.

Sato: It's an era where you can work on Tokyo jobs without actually being in Tokyo, if you use your network well.

Tsuda: From Fujimi Town, you can reach Tokyo in about two and a half hours. So, for example, you could work in Tokyo three days a week and spend the rest working in Fujimi Town. As networking advances further, I think even more people will be able to choose diverse ways of working.

 

Helping others is life's greatest joy

Sato: When I was a student, I didn't want to work. I wanted to be a musician, and all the salarymen looked gray to me (laughs). But I liked writing, so I thought, "If I can get paid doing what I love, that's fine," and became a copywriter. However, once I actually started working, I realized that depending on how you approach it, working life isn't gray at all—it can be really interesting.

Yoshida: What aspects did you find interesting?

Sato: The feeling that "I'm helping someone" through my work. Once I could truly feel that, I started working with real energy. Helping others really is fundamental to life and a source of joy. It's rewarding when people thank you, and getting respect makes the work itself enjoyable.

Yoshida: I think being useful to others is crucial when considering work. Even if you have something you want to do, you won't get paid for it unless it helps someone. The important thing is to try challenging yourself. You won't know if it's useful unless you try, and what doesn't work at Company A might work at Company B.

Tsuda: What I found interesting at Sony was what we called the "under-the-desk project" – people unofficially building robots or doing research outside their regular duties. Recently, there's even a system allowing such initiatives to be challenged as business ventures. If you have something you want to do, you don't have to be bound by the company at all. Depending on how you approach it and negotiate, there's even the possibility of realizing it as a company project.

Sato: As workstyles continue to diversify, the options for "modular working " – combining multiple ways of working – will likely expand further. I spend 70% of my time as a university professor, and the remaining 30% writing books or doing consulting work. To broaden your options, even if you work for one company, it's better to think of yourself as running your own company. Isn't that the mindset you have too, Yoshida-san?

Yoshida: Exactly. Take the Wakamon Project—I consciously see myself as having multiple channels within the Dentsu Inc. environment.

Sato: Of course, every work style has its pros and cons. I think you choose them as a package, so it's essential to clearly define your priorities.

Yoshida: Exactly. That's precisely why you need to confront yourself first, before considering job types or companies. So how do you do that concretely? In Part 2, we'll delve deeper into "working authentically," referencing the "Desired Work Setting Sheet" used in the university workshop for the "Connecting Yourself and Society Classroom Project."

*Part 2 is scheduled for release on Friday, April 17.