Discover Japan Concept: Start!

<Table of Contents>
▼Was Japan an Open Innovation Pioneer?
▼The Enchanting Words of Karatsu That Captured Hearts
▼Japan's First Series Featuring Only Concepts Immediately Applicable to Business Begins.

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Was Japan a pioneer in open innovation?

If I said Japan is a pioneer in open innovation, would you disagree?

What would you say if I told you Japan is a pioneer in rapid prototyping?

Many Japanese people don't realize this because they're always looking far ahead instead of at their own feet. They don't see that these trendy, Western-sounding methods supposedly coming from America have actually existed in Japan for hundreds of years.

I want to sound the alarm about the trend of importing concepts and methods from overseas to achieve instant growth. Because that approach won't create anything truly world-first.

What we're starting now is applying Japan's ancient concepts to 21st-century society to create "world firsts." Our partners aren't Silicon Valley startups or European universities. They are the ancient wisdom left behind by Japan's forebears, wisdom that is in danger of being forgotten.

Discover Japan and Dentsu Inc. B Team are joining forces to
support corporate innovation ideation using
ancient Japanese concepts.

This is the " Discover Japan Concept " project. In fact, it's already been five years since we started. And I believe it will continue for quite a long time. Maybe even for life.

That's why I want to properly share the story of how it began, in some detail. For those who say, "Let's do this together," I'll tell you anyway. Please bear with me for a moment.

[Press Release] Dentsu Inc. and Discover Japan Launch "Discover Japan Concept" Consulting Service to Support Corporate and Municipal Innovation Using Ancient Japanese Concepts
http://www.dentsu.co.jp/news/release/2019/0717-009854.html

【Official Website】
https://discoverjapan-concept.com

The magical words passed down in Karatsu that pierced my heart.

February 2014. Takeo City, Saga Prefecture. Around 10 PM.

I was with Mr. Shinji Terauchi of the Lee-So Kiln, the ace of Arita ware. While receiving much guidance, and naturally over drinks, we discussed what to do for the upcoming 400th anniversary of Arita ware in 2016.

From stories of the past to dreams for the future. Amidst our various conversations with Mr. Terauchi, my senior from my hometown, an unfamiliar phrase suddenly emerged. That phrase completely captured my attention.

Terauchi: "There's this saying: 'Eight parts maker, two parts user.'"

Kurashige: "What's that? That cool-sounding phrase?"

Terauchi: "It means the maker's role is about eighty percent. You imagine the user and leave twenty percent as blank space. Like how a dish only becomes perfect when the person who uses it actually uses it. It's not from Arita, but from Karatsu ware."

I was shot. I heard a thud. It wasn't my head that got hit, but my heart. Completely.

And then I thought:

"That's consumer-participatory open innovation.
And it's structured with a 80:20 ratio between the maker and the user."

To explain briefly, open innovation is a method that fosters innovation by actively collaborating with different organizations or incorporating knowledge and technology from other industries – essentially, by being open. When consumers participate from the very beginning in the development process, it becomes "consumer-participatory open innovation."

This approach, popularized in the last decade or so, was being practiced in Karatsu over 300 years ago. If that's the case, it's truly remarkable.

If we set the participation ratio between makers and users at 8:2 and brainstorm ideas, we might create something new beyond just pottery. And above all, by combining it with Japan's past wisdom rather than imported methods, we could create something truly world-first, something only Japan can achieve.

That's what I thought from the moment I was struck by inspiration until I finished my closing bowl of tamago kake gohan.

I extended my stay by a day and headed to Karatsu. I confirmed that the pamphlet for the Nakazato Taroemon Kiln, which carries on the tradition of a Living National Treasure, included the phrase "eight parts maker, two parts user."

I also heard that at one kiln, when handing over a purchased piece to a customer, they say, "This piece is unfinished; please nurture it with your own hands." How chic.

In Karatsu, the phrase "Eight parts maker, two parts user" truly came alive.

The Karatsu kiln I visited back then. I actually bought pieces from this kiln long ago. That piece might have been the connection that brought us together.

Japan's first serialized column begins, gathering only Japanese concepts immediately applicable to business.

Thinking based on this concept of Karatsu ware sparks many new ideas. Products that leave room for the buyer to participate—that 20% involvement—are easier to conceive.

For example, what if there were a car that only becomes complete when you add a second user?

Or,
a lamp completed by "two users,"
an app that requires two users to complete,
a remote control completed by "two users,"
a textbook completed by "two users"...

You, the reader, have probably already thought of at least one idea.

Beyond Karatsu ware, there must be other traditional crafts and performing arts with fascinating concepts. Gathering them together could lead to something quite interesting.

If we were to start a "collection of ancient Japanese concepts" together... The first face that came to mind. I'd call that person. Mr. Toshihiro Takahashi, Editor-in-Chief of "Discover Japan," a magazine rediscovering the charm of Japanese things, experiences, places, and people.

Late July 2014. A cafe on the 2nd floor of Shibuya Loft. I explained the concept and what I'd seen in Karatsu on a handwritten note.

"This is fascinating! Let's do it!"
"It'll definitely work!"

I don't remember the exact words, but I do remember the mutual enthusiasm when we decided, "Let's just get started."

We decided on the rules right then and there. Three things were decided that day.

◎Rule 1: While serializing in Discover Japan, we would collect Japan's ancient concepts.

We decided to start with a "serialized column" in Discover Japan magazine because we thought having deadlines would automatically drive the concept collection process forward. To produce one article, we'd need to gather ten times as many concepts, meaning we could collect a huge number of them. The serial's name was decided: "Collecting Japan's Essentials."

Rule 2: Collect only concepts readers can immediately apply to their own businesses.

For example, concepts like "wabi-sabi" or "kabuku" are important in Japanese culture, but they don't easily form the foundation for new ideas. No matter how many experts collect or explain them, if they can't be used in practice, they remain mere academic study.

However, when curated by people who must constantly generate ideas—those who daily support new ventures for various companies, produce projects for national and local governments, collaborate with startups and NPOs, or are compelled to launch their own ventures (sorry, that's us)—the outcome should be entirely different.

That's why Rule 2 was born. And,

Rule 3: Once we've serialized enough content to build a solid concept base, we'll jointly launch a "service supporting creative thinking through Japan's ancient concepts."

Yes. In other words, when we spoke with Mr. Takahashi five years ago, we had already started incorporating the plan we're releasing now, and now, our long-cherished wish has come true with the launch of this service.

When it comes to trends, Shibuya. It all began with a one-hour conversation at Shibuya Loft, right in its heart. Our long journey of collaborating with the wisdom of past pioneers had started.

As a result, concepts that seemed to anticipate current ideas and methods—like "open innovation"—by centuries began to gather one after another.

Rapid prototyping was already anticipated in haiku, co-creation and business ecosystems in Kinosaki Onsen, and active learning in the education of han schools. In slightly different, uniquely Japanese forms.

Next time, we'll introduce several of these ancient Japanese concepts useful for innovation.

To be continued.

The commemorative first installment of this series: Karatsu ware's "Eight parts maker, two parts user." We visited the Nakazato Taroemon Kiln, viewed actual pieces, and learned its essence.