"The day will come when ideas become Japan's world-class export industry."

My wife said,

"The land is in the suburbs of Takamatsu, around Ogoe. It's a lovely spot overlooking the Seto Inland Sea islands and terraced fields. I'll buy 800 tsubo there. Then we'll build a 100-tsubo house. A single-story house. With the living room and balcony facing the sea. I'll even build you a study."

"...Thank you."

"It's better if the house isn't visible from the gate, so let's plant a forest. And a little vegetable patch. A small detached cottage would be lovely too. Like the Petit Trianon at Versailles (laugh). And then..."

All of this was my wife's fantasy about "what if we won 1 billion yen in the year-end lottery." Why did I have to nod along to such nonsense, and even thank her? For the sake of domestic peace? Or as insurance in case, by some long shot, it actually happened?

In any case, needless to say, she quieted down once the winning numbers were announced on December 31st.

It's nothing like that childish "dream," but it feels a little bit like the New Year.
"Do you all have a vision?"

When you say it like that out of the blue, it sounds kind of suspicious, doesn't it? (laughs). But management scholar Jim Collins defined vision as "fundamental values and purpose that transcend mere money-making" and "realistic idealism." Just as this allows companies in the same industry to express their individuality in their actions, it seems meaningful to express in words the "ideal" that should be aimed for when clarifying the path an individual should take.

In my case, that ideal is "the day when ideas become a world-renowned Japanese export industry." Since my senior, Kotaro Sugiyama, told me about this, it has been a very important guiding principle for my actions.

For instance, since we trade "ideas" internationally, we must precisely define this product. Yet, even within advertising agencies (at least in my circle), this remains unclear.

Just as agricultural products undergo grading, ideas must also undergo quality control. There's a general atmosphere that "ideas recognized at Cannes are good ideas," but how should we evaluate the overwhelming majority that never appear in such forums? It seems there is still no "industry standard."

For instance, if we're talking about an industry, we should clarify the manufacturing process. Yet many believe idea creation is a "solo act," and the most common methodology mentioned is Warr's four-stage theory, introduced over 70 years ago in "The Art of Thinking."

For instance, we need to prove whether advertising agencies' methodologies truly work in other industrial sectors. Yet, few people would be so kind as to consult a mere advertising guy about core management concerns.

I feel like I'm being told not to shy away from these individual themes, but to keep moving forward no matter what.

As I mentioned before, Mr. Muneharu Ozaki of the world-renowned Wagyu brand "Ozaki Beef" inherited the vision of "World-Class Wagyu" from his mentor, Mr. Noriharu Kuroki. It's truly invaluable to have mentors who provide such guiding principles to their juniors. I am deeply grateful to Mr. Kotaro Sugiyama.

By the way. For some reason, I introduce my family's osechi every year. This year's looked like this. Of course, my wife's ozoni features Takamatsu-style sweet bean paste mochi. I prefer clear soup. May we all have a safe year.

Please, enjoy!