Creating touchpoints between society and plants??

This series follows the Dentsu Inc. 'Company Design' team as they explore the secrets of 'vibrant companies' possessing 'originality.' Part 2 features SOLSO, which continues to propose relationships between plants and society. DAISHIZEN, rooted in diverse regions through "nature-inspired" management and expanding through cross-industry collaborations. Despite President Taichi Saito's claim of "having no interest whatsoever in expanding sales or employee numbers," he skillfully "continues to nurture" both. We delve into his unique management approach.

A two-shot of President Saito and interviewer Nagai. His trademark hat is striking.

My first impression of President Saito was simply that he is a gentle person. He doesn't put on airs or force things. "Isn't being natural the best approach for management, business, and even life itself?" That belief likely shapes his soft demeanor.

But when it comes to matters he absolutely won't compromise on, his gaze instantly sharpens. "To stay natural, I believe you can't abandon your convictions."
He doesn't insist on things that don't matter. He avoids unnecessary expenses. With a gentle smile, he builds his team. He captures the hearts of his customers. To achieve that, he is utterly uncompromising where it counts. These days, we've been reminded how dramatically circumstances can change due to unforeseen events. This era reminds me anew that unwavering conviction is vital for corporate management. President Saito's philosophy, rooted in belief in the universal values of people and nature, will surely remain unshaken no matter how much times change.

President Saito, who calls his company a "Trigger Provider," seeks approaches that resonate with the essence of employees, customers, and nature, unconstrained by fixed answers. To borrow his words, it's a remarkably simple management philosophy: "Because that way, everyone feels more comfortable, right?" Yet, I imagine consistently practicing this simplicity is far more challenging than I can fathom. Through this interview, my anticipation for the collaborations DAISHIZEN will create in the future has only grown.

Written by: Aya Nagai, Dentsu Inc. First Integrated Solutions Bureau
 

Just as plant seeds are carried by wind and birds

DAISHIZEN, which we visited this time, is a vibrant company that constantly generates buzz by creating unprecedented plant spaces in popular commercial facilities and public spaces. The fact that its president, Saito, has absolutely no interest in expanding sales or employee numbers was a truly eye-opening discovery for me, a member of the "Company Design" team (described later).

Before founding DAISHIZEN, President Saito worked at a flower shop in Aoyama for nine years, starting at age 19. "Many of the shop's customers back then were major company presidents and celebrities. They taught me all sorts of fun things and I learned a great deal from them."

"What I want to do is get people thinking about the Earth's environment and ecosystems. But if I start with complicated ideas, they won't get through. So, I'm creating opportunities for people to casually interact with plants by collaborating with lifestyle and cultural elements like fashion, interior design, and food." His business purpose and methodology are remarkably simple and clear. "What I consider most important is 'embodying a plant-like existence ourselves.' Most of our work so far hasn't been something we initiated; it sprouted from offers made by various people. Just as plant seeds are carried by wind or birds and take root in unfamiliar lands, we too respond optimally within the environment given to us."

Hints for talent development lie in the natural world

Many young people aspire to join DAISHIZEN, which now employs over 70 staff. Its stores are located nationwide. We asked about managing such an organization. "Regarding hiring, we consciously accept people from different fields. We simply tell new members, 'Work by leveraging your individuality.' We hardly do any formal employee training."

Staff down jackets featuring original patches. "Personally, I wouldn't choose yellow first (laughs). We respect opinions from outside our expertise and perspectives from younger generations. Countless businesses have emerged from this." Aoyama: The botanical shop "SOLSO PARK" inside "SHARE GREEN MINAMIAOYAMA" was created simply by repainting the exterior wall of an old warehouse. "We believe true creativity lies in finding the optimal form, not in exhausting the budget or construction schedule."

President Saito says there's no single right way to care for plants; what needs to be done varies depending on the individual plant and its environment. The crucial thing is to observe them carefully. Are the leaves turning yellow? Are there insects? By watching how employees act, we adjust systems or reorganize departments. It's a way of nurturing that doesn't try to nurture. The intent behind "management that mimics nature" gradually became clear. "Teams are basically composed of six people. We reference the shape of a honeycomb, though there's no scientific basis for this. But I believe organizations brimming with vitality are born from emulating nature."

Creating a "New Nature" and delivering it to future generations

On the other hand, regarding the work they undertake, it is never simply "imitate nature." "Trying to recreate the good old satoyama forests in modern cities is unrealistic. It wouldn't create a good environment for either people or nature. We don't want to mimic nature; we want to create a new nature suited to the modern era." A glimpse of the true meaning behind the company name DAISHIZEN became clear.

A model of the TOKYO MIDORI LABO. research institute, which will open soon in Nihonbashi, Tokyo. In addition to the company's own office, four other companies, including plant-related IT companies, will be invited to conduct research on green solutions for the future of cities.

We asked President Saito about his future outlook. "I believe our most important target is 'the people who will live in the future'. Many of the facilities we work on are for children, but in the future, I would be happy to collaborate with companies that can do things that are 'meaningful for the future'." He wants to be "a person living on Earth" before being a "business manager". His stance has attracted many people and energized this company. We look forward to seeing where DAISHIZEN's seeds will be carried next and where they will blossom.

The SOLSO FARM website is here.

Season 2 of Dentsu Inc. 'Company Design' team's series exploring the secrets of 'vibrant companies' with 'originality.' This second installment introduces 'SOLSO.'

The Season 1 series of "The Secret of Why Some Companies Thrive" can be found here.
The "Company Design" project site is here.

(Editor's Note)

President Saito's drive consistently amazes us, as his "unwavering conviction" and "flexible compromise" lead to swift and creative decisions. After graduating high school, he left his first job (at a florist) and bought out the entire business he had helped launch to start his own venture. When an employee's passion for starting a camping business swayed him, he visited Awaji Island for an inspection and fell in love with a facility at first sight, buying it on the spot. He revealed that just the day before our interview, he had completed a grueling one-week schedule: Hawaii → San Francisco → Mexico.

"I'm a bit of a contrarian," he says. "In cities overflowing with luxury, I deliberately want to offer something simple. Honestly, in places like Aoyama where our office is, I think everyone is tired of 'being stylish'." "I have absolutely no intention of looking away from the essential, universal aspects of people, plants, and nature." President Saito, who speaks this way, goes by the nickname "Jumbo." His large frame contrasts with his strikingly friendly eyes. He's likely been affectionately called "Jumbo, Jumbo" by seniors, employees, affluent customers, and neighborhood children alike—both in the past and into the future.

During the interview, President Saito repeatedly said, "That kind of thing is uncool, right?" Obsessing over profits, putting on airs... in short, not being natural is uncool. He says creativity is the ability to create "time and atmosphere where you can truly relax" and offer it to the world. I thought it was a profound statement.