"Compromise" stifles innovation

In the back alleys of Tsukiji. My regular izakaya is tucked away in a corner where potted plants lined up under the eaves of three-unit row houses evoke the atmosphere of old downtown Tokyo. I've been going there since probably my second year at the company, so we've been friends for a quarter-century now. Looking back, I often found excuses to drink there. Especially in the early 90s, when I worked in the sales department, I frequented this place, having heated debates with colleagues. Come to think of it, I'll never forget what a senior colleague said one night.

"Even within advertising agencies, sales is especially about finding a way to make things work, even when the media situation seems impossible. Finding a solution that ultimately makes the client happy—that's the real thrill of it."

The skill of persistently tackling situations where stakeholders' interests don't align and finding a "compromise" is probably the greatest "strength" advertising agency salespeople can boast about.

However, this remarkable skill of finding a "middle ground" is actually quite incompatible with "ideas" or "innovation."

When the current path offers little hope for the desired results, breaking through that deadlock requires shining a "searchlight that overturns conventional wisdom."

For example, the business model of low-cost carriers (LCCs) was born from the searchlight concept of the " flying bus." Centering on this phrase, every concrete strategy was re-edited, overturning the previously accepted common sense that "airplanes are vehicles of hospitality."

But the birth pangs back then must have been immense. "Can we really abandon our generous service?" "Is it truly okay to focus solely on routes between smaller cities with limited passenger numbers?" Everyone fears taking that first step to overturn "common sense."

What happens during such an innovation dawn if a "compromise expert" appears? Suggestions like "Let's split the lavish service and streamlined operations 50/50" or "Focusing solely on smaller cities carries risk, so let's keep a few major city routes" might reassure the anxious, but they instantly drain innovation's dynamism.

Half-hearted compromises are forbidden in innovation. An unwavering resolve to push things "that far" is essential.

Dentsu Inc. aims to commit not just to solutions born within the advertising communication domain, but broadly to the business success of our client companies. We strive to create Good Innovation that brings new change to people and society.

Of course, in certain situations, the ability to find a "middle ground" can be effective. But what's demanded even more of the "Business Producers" (formerly "Sales") is an entrepreneurial spirit that pushes forward with challenges, unafraid of being disliked.

Compared to when I was in sales, the required skills have changed significantly. Thinking about this, I headed to the aforementioned izakaya. As the drinks flowed, I wondered: If my younger self saw me now, what would he think? Would he be disappointed? Or would he be a little pleased?
No point dwelling on it. "Another round, please."
 

Here you go, enjoy!