Ban on "I think"
Satoshi Umeda
Presented as a special version for Web Dentsu Inc., this is the serialized column "Ban on 'I Think'" by Satoshi Umeda of the Promotion & Design Bureau, originally published in Asahi Shimbun's WEBRONZA.
Those who can state things definitively are strong.
"What kind of words resonate with people?"
When asked this question, I sometimes answer, "Words that clearly project the future." This is an expression method that appears as a definitive statement in school textbooks.
Making assertions seems simple—just state your case. Yet in real life, stating things definitively requires tremendous courage.
In everyday conversation, we often avoid making definitive statements by adding phrases like "I think" or "I feel like" at the end of sentences. This allows us to leave things vague or soften our words. People unconsciously avoid making definitive statements, choosing phrasing that leaves room for the possibility that it might not be the case.
This can be seen as a form of risk mitigation.
"No, no, I'm not making a definitive statement," "I only said there's a possibility,"
We create these escape routes. That's precisely why people who can make assertions are strong.
Among memorable quotes, the following might stand out:
"The word impossible is not in my dictionary." Napoleon Bonaparte
If someone asked, "Was there truly nothing Napoleon couldn't do?" the answer is no. Historical records even note that "he was so impatient that he couldn't sit still for even ten minutes when having his portrait painted or a sculpture carved." Impossibilities were plentiful for Napoleon too.
However, how much must his generals and soldiers have been inspired by his declaration: "The word impossible is not in my dictionary"?
Let's look at another example.
My Giants are eternal.
These words were spoken by former professional baseball player Shigeo Nagashima upon his retirement. Normally, one might say, "I believe our Giants will be immortal forever," or with more conviction, "I trust our Giants will be immortal forever."
By deliberately stating it as a fact, his conviction resonated deeply with many people.
No one can prove that any entity will truly be immortal forever. Yet, the sheer force of conviction expressed through such a declaration stirs the heart toward a future filled with passion.
Making such a definitive statement is the result of thinking it through until one can say it with certainty. This is a crucial element of leadership qualities.
Carefully considered words become the "banner" that guides people
Observing the various words in the world, I notice that those who use assertions are often people who lead large groups, such as business leaders and military personnel.
When guiding many people in the same direction, strong words that act as a vector are necessary, requiring them to state their will decisively. Or perhaps they became leaders because they possessed words that clearly and understandably painted a picture of the future for everyone.
While both possibilities exist, it seems clear that strong words prove effective when leading many people.
Everyone thinks in words, understands through words, and expresses opinions with words. No matter how drastically the times or business environment change, the structure of human thought and language remains constant.
Notice how this form of assertion conveys both the strength to present a clear future and the speaker's level of conviction. "They believe it so strongly they can assert it," "They've thought it through enough to assert it." That's the impression it gives.
Leadership is the ability to guide people. If you are in a position to lead a team, you must unify everyone's will and direct them toward the same goal. Only when leadership is exercised does true followership emerge—the desire to fully support the leader.
The ways leadership is demonstrated vary greatly from person to person.
Some set an example through their own actions. Others are leaders who astonish the team with their overwhelming planning skills or ideas, or charismatic figures with outstanding business acumen.
However, one thing is certain:
Leadership is always expressed through words.
Even a leader who leads by example must communicate with each team member to unite them toward a common goal.
From this perspective, it might be argued that it's not necessarily the most capable individuals who become leaders, but rather those with leadership skills who can engage others and lead the team in facing challenges together. After all, unless one can transform their thoughts into appropriate words and communicate them effectively, those thoughts will never be shared.
"I think" weakens resolve
The difficulty of making assertions has been discussed.
Making assertions carries the risk of taking on various liabilities yourself. Especially in business, if things don't work out or progress stalls, you might be called out with "I told you it could be done!"
On the other hand, without someone holding strong convictions, we cannot expect our immediate surroundings or society as a whole to improve.
Therefore, it's crucial to cultivate the mindset and attitude of thoroughly examining every possible scenario and deeply contemplating before making assertions. In this sense, rather than focusing solely on the "words we express outwardly," we need to pay attention to the "inner words" forming in our minds, deepening our thoughts and strengthening our convictions.
If you think, "I want to do work that amazes the world," you might unconsciously add "I think" to make it "I think I want to do work that amazes the world." While this eliminates room for negation, it diminishes the impact and sincerity.
Conversely, changing the ending to "I will do work that amazes the world" instantly transforms it into a statement of intent.
Therefore, I recommend writing your sentence and then removing phrases like "I think" or "I believe." If you feel uneasy, thinking "This sounds a bit too strong," it's evidence your conviction isn't strong enough. If it feels right, it means you have the resolve and passion to state it definitively. This is a useful method for testing your own level of commitment.
Let's look at two examples.
The painting I will paint tomorrow is the greatest. Pablo Picasso
What can you do for world peace? First, go home and love your family.
True to his words, Picasso poured his energy into his work until late in life, creating numerous masterpieces. Mother Teresa, who dedicated her life as a global peace activist, asserts that loving your family is the first step toward peace, even before engaging in peace activism.
If taken literally, these words might invite skepticism: "Is that really true?" "Surely not?" "Couldn't there be other possibilities?" Yet, fully aware of this risk, they reflected deeply on their own experiences, thought things through thoroughly, and made these bold assertions with courage.
While it's a very simple method—just changing the ending of a sentence—it's an effective way to reexamine your own feelings, so I encourage you to try it.
■View the full Asahi Shimbun WEBRONZA series here
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In August 2016, Satoshi Umeda's book "Being Able to Put It Into Words Is a Weapon" was released, and within 8 months of its release, it surpassed 150,000 copies sold!
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Author
Satoshi Umeda
Graduated from the Graduate School of Science and Engineering, Sophia University. Engages in diverse activities including product development, magazine serialization, and providing music to artists alongside advertising production. Received over 30 domestic and international awards including Cannes Lions, Good Design Award, and the Japan Tourism Agency Director-General's Commendation. Author of books such as "Planners Scheme Three Times" (Nikkei Publishing). Media appearances include NHK's Ohayo Nippon, TBS's Hiruobi!, and Yahoo! Top. Ranked in the top 10 copywriters by the CM Research Institute in both 2014 and 2015. Visiting Researcher at Yokohama City University's Department of International Urban Studies. Left Dentsu Inc. in 2018.