After reading the much-discussed 'Internet-like' book, I realized it was a universal text.

I felt ashamed of myself, still floundering through work while chasing after the next buzzword—whether it's "AI," "blockchain," or even "genome." Shigesato Itoi has always kept his gaze fixed on the essence of humanity. That was my honest reaction after reading this book for the second time.

What "Internet-like" Means

The book I'm introducing this time, "Internet-like" (PHP Bunko), is a volume originally written by Mr. Itoi in 2001, to which he added a new section titled "Sequel: Internet-like" before it was published in paperback in 2014.

I must admit, I first read it myself in 2018. What surprised me most upon reading it was (as had been discussed online) the numerous descriptions that felt like "prophecies."

Before introducing these prophecies, what exactly does "Internet-like" mean, as opposed to simply "the Internet"?

When we say "Internet-like," imagine the overall changes in social relationships and human connections brought about by the Internet. To use a more relatable analogy, the difference between the Internet and "Internet-like" is similar to the difference between a car and motorization. (P24)

Links, Shares, Flat

I'll leave the task of listing the many prophetic-sounding descriptions in this book to the numerous articles already available online. Instead, I'll share just one that personally surprised me the most.

The concepts of "links," "sharing," and "flatness" are meticulously explained as the three core keywords defining what it means to be "Internet-like." Hearing them today, one can readily nod in agreement. However, considering that in 2001 when these were written, not only Facebook and Twitter but even mixi didn't exist, I felt a sense of awe at how the concept of "share" – now so seamlessly integrated not just into information flow but also consumer behavior – was explained so plainly as "sharing" or "passing around"...

Not Prophecy, but Essence

Rereading this work for the second time while preparing this article, I came to understand something: Mr. Itoi didn't write this book to make prophecies. He simply, purely, thought deeply about the essence of the internet and the people who use it. He then put into words the real feelings he gained from updating "Hobonichi" (※Hobonichi Itoi Newspaper) every single day since 1998.

Reading the additions made for the 2014 paperback edition confirmed this for me.

The internet isn't magic or a miracle; it's just a "really convenient tool." It doesn't fundamentally transform people from the ground up. But people will inevitably incorporate this incredibly convenient tool into their lives. And probably, this is how people will engage with the internet... (Omitted) To put it another way, back then, I was unusually sober about the future compared to others writing such books at the time. If 'Internet-like' is being reevaluated now, that might be the only reason. (P256,257)

Honesty is the best strategy

"If we play this card now, we'll be completely stuck with no way out." "Sending an email phrased like this now—will it really make the other person feel better?" These kinds of lines frequently pop up in meetings about handling troubles. We work within a continuous flow of communication, but (especially if you're in sales?) it often feels like we're mistakenly treating communication as a game of strategy... (sweat).

In this book, Mr. Itoi repeatedly introduces the philosophy of "Honesty is the greatest strategy" as the guiding principle behind "Hobonichi." This concept is said to originate from social psychologist Toshio Yamagishi's book The Structure of Trust (University of Tokyo Press).

Interestingly, the book's conclusion boils down to this very phrase: "Honesty is the greatest strategy." Yamagishi's research involved repeated experiments with certain games to determine which strategies led to victory. The consistent finding was that "honest players reap greater rewards than those who deceive or betray others." (P112,113)

Indeed, looking at recent social media backlash cases, there are countless examples where companies or individuals poured fuel on the fire by responding dishonestly. Furthermore, in 2018, it feels like consumers are constantly, almost instinctively, watching whether companies are honest about their corporate philosophy and the social contribution ideals stated therein – not just in crisis management, but in everyday business activities.

Only is not lonely

"Honesty is the greatest strategy" – while this idea was introduced in this book specifically when discussing the "internet," I imagine I'm not the only businessperson who felt a jolt of realization or relief upon reflecting on their own daily work. I am truly grateful to have learned this timeless, essential truth about how to approach work and communication, regardless of the era. The reason I felt so uplifted was because I strongly resonated with this passage.

For humans, "loneliness" is a given. (Omitted) Yet, "being alone" and "being alone" can connect, sometimes resonate, sometimes clash, sometimes cooperate – this too can happen as naturally as anything. (Omitted) "Being alone," but it's not a negative "being alone." Lonely, yet not lonely. (P50)

In 2018, I think the term "internet-like" in this book could be read as "modern." Yet the fact that "loneliness" remains a fundamental condition for humans, even in an era where the internet is as commonplace as air, is a universal truth. However, it is not a painful, agonizing loneliness. To put it in internet-like = modern terms: lonely, yet not lonely. Whether digital or real, if we can always be honest with ourselves and others, then both the internet and the modern age become the world Itoi describes: Only is not lonely. Realizing this somehow makes me feel excited again as I face the work of our present era.

【Dentsu Inc. Modern Communication Lab】