Susumu Namikawa × Rie Tanaka: Dialogue (Part 2) What is the definition of potential value?

This installment, "Moms' Potential Value," continues from last time with the second part of the conversation between copywriter Susumu Namikawa of Dentsu Inc. Social Design Engine and Rie Tanaka, representative of Mama Lab.

 

"My legs don't hurt today" is more positive for my life

 

Tanaka: My feet are over 5mm different in size. No store will sell me shoes in different sizes for each foot. I either have to endure pain in one shoe or walk around with the other one loose and floppy. What I need isn't a shoe fitter or some adjustment gadget – I just need them to sell me shoes separately.

Namikawa: That's exactly it. As a way to create motivation, men's perspective is about "self-realization in society," but for moms, it's about improving their quality of life.

Tanaka: Exactly. When you get paid for improving someone's quality of life or for your own quality of life improving, it feels incredibly satisfying.

Namikawa: My wife is a full-time homemaker. When I say things like, "I hope this project really takes off and becomes a big hit," she responds, "Is it really that important to be talked about?" She has zero interest in that kind of thing.

Tanaka: It's like, "How busy do you need to be to feel satisfied?"

Namikawa: Exactly. So, like I was saying earlier, "having shoes that fit you perfectly" is higher on the priority list in life, you know?

Tanaka: Of course, it's not just a gender difference, but it's definitely a big one.

Namikawa: It's true that making a big splash might feel good, but "my feet not hurting today" might actually be more positive for my own life.

Tanaka: I agree. But moms don't really talk about this kind of thing among themselves. You have to be in a different domain for it to come up.

Namikawa: Exactly.

Tanaka: I bet it's the same with issues in regional cities. I think ideas only come from places completely unrelated to that area.

Namikawa: That's right.

Tanaka: The Design Ah! Exhibition drew huge crowds, right? It really showed how much interest there is in creativity within everyday life.

Namikawa: A "Mom Creative" exhibition. I'm sure it would be fascinating. Most visions of the future are imagined by product designers, but depicting a future that isn't like that would definitely be great.

Tanaka: That's precisely potential value. I think it's great when the output is very clear, yet there's underlying logic. Considering quality of life from a mom's perspective reveals "ideal lifestyles" where such services and products could exist – that's exciting. Surprisingly, there haven't been many future exhibitions from the consumer's viewpoint, have there?

What is the definition of potential value?

 

Namikawa: Potential value isn't about current worth, but future worth. Literally, it's "latent value." Whether that future value materializes depends on how we act now.

Tanaka: Your definition is unique, Namikawa-san. Most people see it as "value that should exist but is lost."

Namikawa: Really?

Tanaka: That's how it's often framed, like "if more women entered the workforce..."

Namikawa: I see, I see. Lost value, huh.

Tanaka: That's why among those who find "mothers' potential value" interesting, many are media people thinking it could be a good story angle or companies seeing business potential. But in that context, some point out that it's not really a relevant term for mothers themselves.

Tanaka: We constantly adjust our current choices based on thoughts about our future selves, right? Take dieting, for example. But when it comes to high-priority life decisions like "how to balance work and childcare," we tend to make judgments based solely on our immediate circumstances. Without deeply exploring options, these decisions often get pushed aside.

Namikawa: That's right. It would be great if we could visualize the options and shake things up.

Tanaka: From a mom's perspective, that's exactly it. And from a corporate or business perspective, it means thinking in a different way – not just based on current needs or near-future industry or technology trends.

Namikawa: Interesting. I feel like the way corporate visions are formed might change too.

Tanaka: The potential value of moms isn't just about solving their immediate challenges. By turning that potential value into business, we can make it interesting for everyone—moms and companies alike. I hope the definition of moms' potential value stays close to something "interesting." Namikawa-san, I look forward to continuing our work together. Thank you for today.