"To contemplate space is to contemplate Earth."
Launched roughly a year ago, the "THINK SPACE LIFE" co-creation platform—aimed at improving life both in space and on Earth—began with this call from JAXA to private companies.
In these uncertain times, what we need now is a hopeful "blueprint for the future." To obtain such a blueprint, we absolutely require "insights" and "discoveries" that shatter the common sense and conventions binding society as a whole.
Let's reexamine the phenomena before us from a "space" perspective. Hints essential for all future innovation—future living, future business, future communities—are surely to be found there.
Web Dentsu Inc. Editorial Department
What is this "cosmic perspective" that brings innovation to business?
What most caught the editorial team's attention was how the perspective—not "Voice of Customer" but rather "VOA"—holds immense hints for considering future business.
"VOA" is, of course, a term coined by our editorial team, meaning "Voice of Astronaut" – let's listen to the voice of astronauts. Astronauts perform their daily tasks under extreme conditions. Their voices, based on their experiences, can be considered the "ultimate n1" (n1, or one voice, in marketing terms).
Throughout this series, I will delve into "concrete innovation examples in the business world" that originated from their voices. The key lies in the uniqueness of VOA. Summarizing the business insights (i.e., the points we should learn) gained from their Voice, we arrive at the following:
1) Push the boundaries of common sense. ~Breakthroughs emerge from extreme thinking~
2) Go against common sense. ~History is always changed by counterintuitive thinking~
3) Go beyond common sense. ~No challenge, no next standard~
These might seem like commonplace principles for sparking innovation. But the story changes when you learn that the "origin of this thinking" lies in the experiences of astronauts—experiences that could be called the "ultimate n1." Because no matter how brilliantly creative a genius may be, or how revered as a business deity, when faced with accounts of experiences from another dimension, one can only bow in humble respect.
What potential lies hidden in the space experience?
The ultimate goal of the "J-SPARC" initiative, led by JAXA, is "to develop the space industry through integrated public-private efforts." The "THINK SPACE LIFE" platform for creating the future is also part of this initiative. Japan's space industry market size is currently a modest 1.2 trillion yen among developed nations. However, the global market size in 2019 data was 40.3 trillion yen. Moreover, its growth speed is remarkable.
The space industry is often perceived as supporting infrastructure that utilizes satellite data for communications, positioning, and imagery—a world seemingly distant and separate from the lives of B2C companies and the general public. However, as world-renowned entrepreneurs increasingly venture into space, and with the successful all-civilian spaceflight in September 2021, space is becoming a very tangible and hot topic for society at large. The "THINK SPACE LIFE" platform was born from this backdrop.
Experiences and lessons gained in the "extreme" environment of space hold immense potential for feedback to Earth. For instance, solutions to various terrestrial problems and concerns—such as "reversed day-night cycles," "bone and physical function decline due to lack of exercise or aging," "water scarcity in desert regions," and "isolation due to COVID-19 spread"—may lie in space. How can we maintain comfort inside the space station that matches life on Earth? To achieve this, countless trials and errors have been repeated, refining technology. The question is: Can't we apply these experiences to life on Earth? I believe the true meaning behind JAXA's slogan, "Thinking about space is thinking about Earth," lies precisely here.
Quoted from JAXA's official website "Space Life Story Book". For details, see here.What Space Teaches Us
Traditionally, the space industry has been seen as the epitome of "nation," "politics," and "science." But imagine if we could grow the industry itself by actively incorporating perspectives and ideas from "private sector," "daily life," and "humanities." Suddenly, space feels much closer to us. Space itself is free and open. There are no prejudices, discrimination, or fixed ideas like those on Earth. What lies before us is simply a phenomenon, nothing more.
Take, for example, the perspective of wondering, "Could we wash our hair inside the space station?" Isn't that just a minor issue? Wasn't that the conventional thinking? In reality, astronauts returning to Earth don't exactly have the image of having silky smooth hair. To be precise, perhaps that image simply didn't exist?
In space, water is extremely precious. You can't have a refreshing, satisfying shampoo like you do on Earth. But if you could achieve a refreshing, satisfying shampoo in space, it would surely become a groundbreaking idea useful on Earth during disasters or other emergencies.
Thinking this way, it means that everything related to the "basic necessities" of life on Earth – clothing, food, shelter – and even possibilities extending to mental health and risk management, remain untouched and untapped in space. A single idea could dramatically change how we spend time in space. Such challenges in space directly feed back into the evolution of business on Earth. Just imagining it makes your heart race, doesn't it? It may sound obvious, but space is profound. The more you learn, the more you realize how limited human knowledge truly is.
Call for Ideas: "ISS Daily Living Items"
Following last year's success, JAXA is once again seeking ideas for "daily necessities usable in space" (Submission period: August 2, 2021 to September 30, 2021, 5:00 PM). Last year's campaign received an impressive 94 submissions. The application page is here.
From last year's submissions,
10 items were selected as candidates for installation on the ISS. Examples of candidate items can be found here.
Was this article helpful?
Share this article
