Athlete Brains: Dai Tamesue's "Fluid Pacing" vol.13

A serial interview column where Mr. Dai Tamesue freely discusses "things on his mind right now." The only set theme is "What is autonomy? What is tolerance?" Mr. Tamesue shares his thoughts on various "things on his mind" in response to the mysterious "interviewer's" unexpected prompts. Well then. What kind of stories will come out this time...? Stay tuned.

──Following #12, I'd like to discuss the theme "What is gratitude?" Last time, we ended up touching on what felt like the eternal challenge of the "sports fan business." Symbolized by those tattered banners, it's about how to truly respond to the hearts of fans who've supported us over such a long "time."

Tamura: Exactly. Turning that momentary "Thank you!" into business is, in a way, easy. But the methods to truly respond to the feelings of fans who have supported us wholeheartedly from the very beginning? Unfortunately, those haven't been established yet.

──Efforts like "interacting with fans" using SNS have started, right?

Tametsu: Absolutely. It's something unthinkable in the past. To be able to interact directly with star athletes who once seemed like figures in the clouds. For us involved in sports fan business, what's crucial isn't the boom, or the momentary "Thank you!" that boils over, but how to respond to the feelings of those who have supported us for years. You could say it's about enhancing the value of "Sins."

──Since?

Tamesue: Since. That "Since" used like "Since 1917."

──Since? That connects to what we discussed last time about "goodwill," right?

Tametsu: Exactly. In Japanese, it's like "founded in the Kan'ei era, year X." Japan apparently has the most companies with over 100 years of history. Forty percent of the world's 100-year-old companies are Japanese. The gap with the second-place country (the US) is huge.

──That might be the underlying strength of Japan as a nation.

Tamesue: Futons, traditional sweets, high-end restaurants, and so on. There are countless companies founded not just during the Edo period, but often even before the Honnoji Incident. I don't think you find many countries like this. But the Japanese themselves? They don't really grasp the weight of that history, or its value. They've become insensitive to it.

──They don't recognize the value of "since."

Tamesue: Exactly. In sports fan business, fans who've supported Tamesue for 30 years get lumped together with newbie Tamesue fans. Often, the newbie fans are easier to monetize, so they get prioritized. But for us, we want to somehow repay the feelings of fans who have that 30-year "Since." Otherwise, even if it's viable as a sports business, it won't become a sports fan business.

──That's true. Companies that truly value their brand often prioritize protecting and elevating their products and services for their long-time fans, even if it means putting profits second.

Tametsu: In a word, I think what matters is "being rewarded." For fans and athletes alike. Delivering performances that don't betray the fans' trust. Sending heartfelt praise and "Thank you!" for that performance. And that "Thank you!" in turn encourages the athletes. I believe this is exactly the same in the so-called business world.

The biggest difference from casual fans is that feeling of, "I'm glad I've supported Tamesue for these 30 years. It's paid off." That's what makes the "Thank you!" slip out, you know?

──That sentiment is reflected in that tattered "Hang in there, Tamesue!" banner.

Tamura: Exactly.

──For example, in advertising, conveying that sense of "appreciation" is incredibly difficult. Communicating things like "It's cheap!" or "It's new!" isn't that hard. "We're the hottest brand right now!" is the same. Just using a popular celebrity gets the message across. But conveying "Don't you find this appreciable?" is tough. It can easily come across as pushy.

Tametsu: I see. I think "appreciation" is about the nuance of that "preciousness." It's written in kanji as "arigatami" (有り難味). Fundamentally, "grateful" (ありがたく) is written as "rare and precious" (ありがたく), a word expressing scarcity. In other words, people feel "gratefulness" towards things that are "hard to come by" or "rarely encountered." It's not a fleeting, explosive emotion like winning a major title; it's a feeling that slowly wells up from deep within.

──I see.

Tamesue: There's a saying by the Edo-period thinker Miura Baien that goes something like, "Be amazed that flowers bloom on living trees." People are surprised when flowers bloom on dead trees, right? But he's saying, no, be amazed that flowers bloom on trees in the first place. Something that was just a "tree" all winter is now blooming with cherry blossoms. The moment you realize that this ordinary thing isn't actually ordinary, I think people feel an indescribable sense of "gratitude."

──Wow, that's profound. This story still has more to unfold, doesn't it? (Continued in #14)

(Interviewer: Web Dentsu Inc. Editorial Department)

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From Hibi, Athlete Brains Production Team

"Be amazed that flowers bloom on living trees" doesn't mean being surprised by flowers blooming on dead trees, but rather being amazed that flowers bloom on trees in the first place. It's about learning to be amazed and grateful for things we take for granted every day. Mr. Tamesue is a rare and precious existence as an athlete, but I also feel incredibly grateful for his side as a knowledgeable person with such a wealth of insights. Athlete Brains, where diverse athletes gather and bring their varied perspectives, will continue striving to provide valuable insights.

Athlete Brains Production Team Dentsu Inc. / Akinori Hibi (3CRP) · Kohei Shiraishi (Business Co-creation Bureau)

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Athlete Brains, centered around Mr. Dai Tamesue.
For details on this team that connects the knowledge cultivated by athletes to solving challenges in the world (businesses and society), please visit here.