What is the management philosophy of "Do only what you love!" that even Apple came to observe?

Personally, I make my living planning overall communications, focusing on copywriting and video concepts. While I truly love both copy and planning, I can't exactly say I turned "only doing what I love!" into my job. One day, this title appeared on my Twitter timeline: 'Snow Peak: Management That Turns "Only Doing What You Love!" Into Work' (Nikkei BP). Its refreshingly straightforward approach intrigued me, so I decided to read it.

Snow Peak is a Japanese outdoor gear maker originating from a regional area that now draws global attention. What does it mean to make "only doing what you love!" your job? Is that even possible? I imagine anyone would have such doubts. But to cut to the chase, it seems it is possible. There was a very simple and beautiful philosophy there. I, who had absolutely no interest in camping, found myself completely becoming a Snow Peak fan.

No marketing. A strategy that turns "I love it!" into a competitive edge

Snow Peak's employees, starting with the president, are passionate outdoor enthusiasts who camp dozens of days a year. Because they are extreme users before being manufacturers, they understand what camping gear users truly want and what creates excitement for outdoor enthusiasts.

Snow Peak operates internationally, giving them opportunities to speak with outdoor gear manufacturers worldwide. Yet, I've never met anyone who camps more nights than I do. As president, I rigorously review products, and the development team creates gear they genuinely want. Because they develop products while camping intensively themselves, they create tents that stand firm against fierce winds and gear that's exceptionally user-friendly. This is where the major difference lies. (P28)

Rather than reacting to market or competitive conditions, we persistently create products we ourselves, as users, desire—products that don't yet exist in the world. President Yamai's assertion, "We don't do marketing," which at first glance seems detached from strategy, is actually an expression of a robust strategy: turning "liking it!" into a competitive advantage.

Translated to advertising, this means that to create good ads, loving the product yourself is paramount. It's precisely because you've experienced that love that you understand what moves consumers. While this might seem obvious, it's surprisingly often overlooked. I say this with a touch of self-reflection.

The unexpected lifetime warranty.

Symbolizing Snow Peak's approach to manufacturing is their lifetime warranty. For any manufacturing defects, there is absolutely no time limit; the warranty remains valid forever. Behind achieving something unthinkable for other manufacturers lies President Yamai's strong will.

As an outdoor product user myself, I encounter two main frustrations: products breaking, and poor usability. Standing in the user's shoes, I've resolved never to create products that cause these issues. I want to convey this philosophy clearly to customers, but no matter how much I say "it's built to last" or "it's an innovative product," it doesn't quite get through. To truly differentiate, stating simply "it comes with a lifetime warranty" is far clearer and more effective for customers. (P57)

If you put yourself in the user's shoes, it makes no sense for a warranty to expire after just one or two years. The lifetime warranty is a service born from the commitment to be utterly sincere with users. It's not merely customer service; I also believe it's excellent copy that powerfully conveys the value of Snow Peak quality in just four characters.

The source of everything lies in the mission.

Snow Peak is driven by passion while maintaining a clear destination: its mission statement, "Proposing and realizing a nature-oriented lifestyle." While many companies have lofty mission statements, how many employees actually work with that statement in mind? Snow Peak is entirely different.

Ifthere are companies where"the direction to aim for isn't clear," "there's a management philosophy, but employees hardly believe in it,"or "the missionis framed and displayed, but not valued internally," it's such a waste. (P12)

As a business, increasing sales is ultimately something management must consider. But even before that, Snow Peak possesses a consciousness that it is engaged in socially meaningful work. Sharing this conviction with employees is what sustains their high motivation for their work. (P36)

Connecting people with nature. Helping those living in modern society rediscover their humanity within nature. Employees who resonate with this grand vision pool their strength, creating new products and services daily. It is precisely because Snow Peak has a mission born of strong resolve that it remains unfazed by minor market fluctuations, continuing to create value uniquely its own.

So, what does it mean to turn "only doing what you love!" into a career? While this article only scratches the surface, the book generously shares the essence of Snow Peak's management philosophy. It's astonishing how everything—user engagement, local industry partnerships, sales mechanisms—is developed based on their mission. Behind the freedom of doing only what you love lies immense responsibility and relentless pursuit. This book comes highly recommended not only for those passionate about management and marketing, but also for anyone wanting to reconsider the meaning of work.

[Dentsu Inc. Modern Communication Lab]