Excitement Lies Hidden in "Life Stories"

Floor space: 0 square meters. BBT University, Japan's first institution offering 100% online business education. Current students residing in 110 countries gather in cyberspace. We spoke with Professor Shugo Tanaka, Head of the Global Management Department, who stands at the forefront of this initiative, about the essence and potential of online education. (Part 2)

As online education garners attention today, it's easy to focus solely on methodology. However, having spent many years immersed in 100% online business education, I believe the very concept of education is paramount—whether online or in-person. As I mentioned last time, for me, education is "a place to rediscover excitement and flip that switch."

Professor Tanaka delivering an online lecture. Broadcast from a studio in Kojimachi, Tokyo, to students residing in 110 countries worldwide. Professor Tanaka teaches BBT University's popular course, 'Fundamentals of Marketing'.

Therefore, when providing educational content, the crucial question becomes: how do we create opportunities to genuinely engage with that excitement? How can we make it happen? I always focus on a person's "life story." Literally, it means "weaving the script of one's life." It's like a screenwriter for a movie, where the past self, the present self, and the future self all exist simultaneously. By taking a bird's-eye view of the whole, we uncover the significant events.

This reveals the "core" of the life story. Hidden within that core, almost invariably, lies the source of excitement. A major clue in weaving your life story comes from your "past self" – your foundational experiences. Things you were passionate about in the past, things you immersed yourself in, things you poured your passion into... As you gather these vivid foundational experiences, strangely enough, common elements emerge among each "point."

By revisiting these foundational experiences through that common thread, you uncover even more "points." Connecting these "points" forms a "line," creating the "axis" of your life story. And tied to that axis is the excitement that drives you. In other words, I believe discovering these foundational experiences brings the "axis" of your life story into sharp focus and serves as the starting point for rediscovering that excitement.

Image of Air Campus classroom scene

Crucial information is often hidden in the "background" (Background). Whether in science, art, or business, insights emerge when we unravel "what lies behind the phenomenon." As the background becomes visible, the story begins to unfold. To use corporate activities as an example: conducting market research reveals societal needs. Products are created to meet those needs. To distribute those products, companies reflect on their roots while devising necessary communication strategies. In other words, a story emerges.

A powerful foundational experience becomes the "core" of the story. Recognizing your roots anew helps you recall that original sense of excitement. As a result, an unshakable core is established, and at this point, guidance is no longer needed. When the core is visible, people start moving on their own. The protagonist of their own story begins striding toward an exciting future.

Once the story's core solidifies, compelling ways to present it naturally emerge. This self-presentation further energizes the life story. When you understand the mechanism of excitement, no one can stop it.

At BBT University, professors themselves shape excitement. In March 2020, responding to COVID-19, Professor Tanaka produced the "Avatar Graduation Ceremony." Graduates operated avatar robots from home to receive their diplomas from President Kenichi Ohmae.

In my classes and seminars at BBT University, I also consciously engage in dialogue with each business professional—whether undergraduate or graduate—about their personal life story. While the lectures cover marketing and startups, the focus is on the individual's excitement. Once someone becomes aware of the core axis of their life story, they begin to drive themselves forward powerfully. Therefore, what I do in business education might be described as creating opportunities to bring out the core axis of an individual's life story through the transmission of specialized business skills.