Concept Definition (Akita Shootsuru)

This time's theme is "concept," the driving force behind innovation.
According to the Kojien dictionary, it means "① concept; ② a unified perspective or way of thinking that permeates a whole, as in planning or advertising." American sociologist Talcott Parsons explained: "In darkness, we can only see things by the light of a searchlight. Similarly, we recognize things illuminated by the searchlight of 'concept' as 'facts'*1."

Nevertheless, in the real business world, even something as mundane as a mere product description that illuminates nothing is sometimes called a "concept."

Therefore, in this column, we define the "concept" that drives innovation as "a new perspective for solving problems toward a goal." It's the same as the "Big Idea" used in advertising. A searchlight illuminating a new world. It means words that excite.

Huh? Did I get a little too enthusiastic right from the start this time? Um...
Since last year, a new staple seasoning in our home has been "Shotturu" (salted fish sauce) made from hatahata fish. True to its name, it's a famous Akita specialty "fish sauce" made from salt and fish. It's quite salty, but as long as you get the amount right, it works in all sorts of dishes. It's great mixed with olive oil as a dressing, or used to marinate and grill chicken. But my absolute favorite is with edamame. Sprinkle it over freshly boiled beans, and the moment you pop a pod into your mouth, that unique umami flavor bursts out. Your hands get sticky, but it's kind of addictive.

 

 

Shotturu found at 47CLUB Inc. This is the premium variety.

 

 

 

When I told Ms. K, who's from Akita, about this, she said, "That's right! I think shotturu will become a huge trend like 'edible chili oil'!"

I see. Shotturu is certainly wonderful, but I think "edible chili oil" brought about irreversible changes in people's actions, habits, and values precisely because it was such a well-executed concept.

A concept is a "new perspective." Something that didn't exist in the world before. Since there are no words to describe something that doesn't exist, we use metaphors. In reality, "chili oil" is a seasoning, not something you eat like a side dish. The new combination "edible + chili oil" allows us to intuitively share the unique perspective this product offers.

Furthermore, a concept solves problems. Recently, it's said that the characteristic Japanese eating habit of "adjusting flavors in the mouth" (eating bland rice with strong-flavored side dishes, balancing them in the mouth) is disappearing. More children are reportedly unable to eat plain white rice, finding it tasteless (?). I've also heard that preferences are gradually shifting toward the more easily recognizable umami from oils and fats, rather than the amino acid-based umami represented by dashi. For such consumers, "Edible Chili Oil" – which transforms plain white rice into a flavor-packed meal simply by scooping it on top – is a brilliant solution.

So, can shotturu offer a new perspective? Can it solve any problems? Can it bring about irreversible changes in people's behaviors, habits, and values...?

 

 

Garlic Tomato Chili Oil

 

 

 

Well, honestly, who needs to overthink it? If it tastes good, that's all that matters. Edamame season is almost here. This year, I'll get my hands all sticky with soy sauce and enjoy some beer!

Please, help yourself!

※1 Excerpted from Masaaki Takane, The Methodology of Creation, Kodansha Gendai Shinsho, 1979.