Interview: "There's Such a Thing?!" Yon-nana Club / Part 2

Yamada: When we started this project and interviewed Mr. Kurita, it seemed like he had an incredibly clear vision.

Kurita: You reacted strongly to phrases like "Revitalize the regions, enrich Japan" and "Don't be afraid to be disliked," right?

Yamada: Exactly. You clearly stated that instead of copying major online retailers, we should become a one-of-a-kind entity. To achieve that, you emphasized fighting alongside various local companies.
That said, I also thought employees might find it hard to grasp, "So what specific actions should we take?"


Kurita: True. (While offering pickles) Try some more of our products.

" Umami Miso Takuan " (Shizuoka) – perfect with sake.

It's slightly sweet and never gets old.

Yamada: That's when I thought I might be able to help. When we create advertising campaigns, we value what we call "concepts" or "big ideas" – words that express a perspective, allowing everyone to intuitively share the path forward. Developing this concept is hard work, and campaigns that aren't very good usually have weak concepts. Anyway, the concept becomes the guiding principle. Team members then fulfill their respective roles, and that's how a unified campaign comes together.

I thought we should do the same thing. I wanted to develop the concept "Wow, this exists!" to realize Mr. Kurita's vision and move forward together with all the stakeholders.

Newspaper ad series starting July 1st.

Click here to purchase.

Kurita: Generally, strategic consultants just present "what ought to be done" through correct analysis, or impose a framework of sound principles from above and say, "Now go do it." If things don't work out, it feels like they're saying, "It's your fault for not acting correctly." But from the perspective of those actually involved, even if you understand the "what ought to be done," there are so many "but still" realities that progress stalls.

We don't have time to deal with such "correct strategies," but this time the approach is a bit different, right? It's about changing "actions," not just concepts. If you change actions, results will change—for better or worse.

" Teppen Momo " (Yamanashi) is limited quantity.

First come, first served!!

Yamada: Exactly. I think the consulting style we advertising agencies can offer is precisely this: thinking creatively and energizing organizations through the power of concept.

Back in my student days, Professor Hirotaka Takeuchi—who now teaches at Harvard—affectionately called Professor Ikujiro Nonaka "Concept Uncle." Recently, I've finally come to truly understand the importance of concepts myself.

For companies to continuously innovate, a good vision and a good concept are indispensable, yet in reality, I feel both are often neglected. I used to do "concept research" a lot myself, but 90% of what we called concepts back then weren't true concepts at all—just product descriptions. A concept has to provide people with a new perspective...

Kurita: You're really getting into it. Is that the circular thinking method?

Yamada: Sorry about that. But the food is delicious. The drinks are delicious too. It's fantastic.

Kurita: This isn't a pub, it's a company meeting room.

Yamada: Huh? What were we talking about? Oh well.
But the real challenge for the Yon'nana Club starts now, right?

Kurita: Exactly. We're still not at the level where customers keep saying "Wow, they have this?!" over and over. We need to keep developing products like the "Heavenly Pork" we did with Yamada-san. You're already working on that, right? Developing fish shops and sweets that make people go "Wow, they have this?!"?

" Heavenly Pig " pudding made by an egg artisan (Gunma).

It's just incredibly rich.

Yamada: Ah... that's something we haven't announced yet...

Kurita: Never mind that. Let's just get it out there quickly.

Yamada: Yes! ...Well, I'll do my best, but the real stars are the members of the Yon'nana Club.

Kurita: Of course.
Well then, shall we change locations and have another round?

Yamada: I'll keep you company all the way to late-night ramen tonight too!