Mariko Mochizuki / Naota Nakamachi / Takashi Asaoka, "Innovating Your Livelihood: Creating a Management Banner Through Business and Organizational Culture Transformation," Now on Sale

The book "Innovating Your Livelihood: Creating Management Banners Through Business and Organizational Culture Transformation " by Mariko Mochizuki and Naota Nakamachi of Dentsu Inc . and Takashi Asaoka of Delight Design (Sendenkaigi) was released on January 6.

Sendenkaigi, Hardcover, ¥2,420 (tax included), ISBN: 978-4883355242

[Book Content]

In recent years, the shortening of corporate lifespans has accelerated in Japan. One key factor is the disconnect between a company's core business ("nariwai") and the needs demanded by the times. Overlooking or postponing addressing this disconnect has become a major cause of this shortened lifespan. What should companies entering their mature phase do before this happens?

This book focuses on the "core business" of such companies. How did companies that sensed a disconnect in their own "core business" generate innovation? How did they advance the renewal of their organizational culture? The author conducted interviews with key figures from major companies like KDDI, SOMPO Holdings, and Yohou Brewing, conducted extensive research, and wrote this book. It then unpacks the hypothesis and constructed model that driving both EX activities (internal activities to renew organizational culture) and CX activities (business transformation activities) simultaneously sparks innovation in a company's "core business." Furthermore, it introduces a program for redefining the "core business," enabling readers to implement it immediately.

【Author Profile】

Mariko Mochizuki (
) Senior Consulting Director, Dentsu Inc. PR Solutions Bureau (
)

After initially serving in the Marketing Division for five years, she has specialized consistently in Corporate Identity (CI) and Corporate Branding for approximately 30 years to date. She has been involved in developing corporate philosophies, VI systems, corporate slogans, and planning and implementing CC strategies. She has handled over 50 CI projects in her 30-year career.
His work style is "end-to-end production, from concept formulation and creative development to planning and execution of internal and external communication strategies." His lifelong mission as a corporate professional is "to contribute to society by helping companies 'discover' and 'express' their identity, and then 'realize' it."

Dentsu Inc. PR Solutions Bureau
Senior Consulting Director

After working in the Marketing Promotion Division and Sales Division, he now specializes in corporate brand consulting and public relations consulting within the PR Solutions Division. In corporate brand consulting, he has supported a wide range of clients across various industries, from large corporations with tens of thousands of employees to startups. His particular expertise lies in supporting organizational culture transformation through internal communication. In the PR field, he has experience producing television programs as a director at a broadcasting station and establishing PR systems during the founding of group companies. His client work includes extensive experience on large-scale projects, such as supporting the enactment of new ordinances for local governments and developing PR strategies for major international events.

Representative Director, Delight Design / Visiting Professor, Hosei University Graduate School

Joined Dentsu Inc. in 1985. At Dentsu Inc., he served as Head of the Consulting Division conducting brand consulting and as Executive Consulting Director at Dentsu Digital Inc. Currently serves as a consultant, facilitator, and researcher specializing in brand strategy and customer experience strategy. He is also a Visiting Professor at the School of Advertising, Communication University of China (2013), a Meister for the Japan Marketing Association's Marketing Master Course (2011–present), and an Activator for the U35 Shinjuku Business Plan Contest (2018–present).
Major publications include: "Dear Prime Minister: This is the Prescription to Improve Japan" (2008, Toyo Keizai Inc., co-authored), "Experience-Driven Marketing" (2014, First Press), "Experience Design in the IoT Era" (2016, First Press), and "10 Essential Principles for Digital Marketing Success" (2017, Tokuma Shoten, co-authored). He currently writes a series for the web magazine "JDIR" powered by JBpress.