Sakura Inoue's Eyebrow Trim Explained Through OODA!? What Is the "Unconventional Strategy" Expanding Her Talent Career Possibilities?

OODA (pronounced "woo-da") is gaining attention as a "decision-making model" that guides solutions to the rapidly changing challenges of modern business. It proves effective not only for organizational development and management strategy but also for branding and marketing.

To convey the appeal of OODA from multiple angles, our guest this time is talent Sakura Inoue. Inoue's first-ever eyebrow trimming, performed for a TV program in 2020, became a major talking point and has further expanded her talent activities.

What insights emerge when we analyze this action and transformation through a business lens centered on OODA?

Aaron Zou, author of " OODA Loop Leadership: The World's Most Powerful Doctrine " (Shuwa System), provides the analysis.

【What is OODA?】

A decision-making and action process proposed by John Boyd, a former U.S. Air Force Colonel and fighter pilot. The term comes from the initials of Observe, Orient, Decide, and Act. Its purpose is to consistently take the best course of action in constantly changing, unpredictable situations. In Western business and marketing, OODA is recognized as an essential decision-making process alongside the traditional PDCA cycle. ( Learn more here ).

 

Why did you do an impression of Mr. Bean at the audition where you won the special prize?

Aaron: Today, we'll explore the story behind why you decided to shape your eyebrows, the changes that resulted, and analyze the ingenuity of your branding and positioning through an OODA lens. First, when did you start aiming for a career in show business?

Inoue: I first wanted to be on TV when I was in kindergarten. It started with my favorite educational TV children's program. The child actors appearing on it were around my age and looked incredibly bright and shining. From then until high school, I held onto this mysterious, unwavering determination: "I'm going into show business!"

Aaron: So it was a lifelong dream. Then, in high school, you won the Judges' Special Award at the "Horipro Talent Scout Caravan" and brilliantly achieved that dream. Why did you decide to audition for Horipro?

Inoue: Back then, I was buying up audition magazines and sending my resume to all kinds of talent agencies. The Scout Caravan was one of them. I remember applying thinking there was no way I'd get in, since all the past winners were such incredible people.

Aaron: I was shocked to hear you did an impression of Mr. Bean in the final round (laughs). Why did you choose Mr. Bean?

Inoue: My eyebrows were thick, and a judge told me I looked like Mr. Bean. I didn't know much about him, so I immediately searched on my phone and thought, "Oh, I see..." (laughs). Later, during the training camp for the final round, I discussed it with the staff and decided to challenge myself with an impersonation for the free performance.

Aaron: That mindset of searching immediately and incorporating it is impressive. If someone told me I resembled someone I didn't know, I think I'd just ignore it.

Inoue: Back then, just getting on TV was my goal, so I hadn't thought about what I actually wanted to do on TV. So, it wasn't exactly taking their words at face value, but I figured if I worked on something that sparked their interest, it might bring me closer to my goal. I think I was focused on acting on the question: "How can I get on TV?"

Aaron: In the business world, the PDCA decision-making process—Plan, Do, Check, Act—is widely adopted. However, it can be slow to adapt in unpredictable environments. OODA, on the other hand, prioritizes deciding "what's the best move right now?" Its goal is to consistently make the best play in constantly changing situations.

When Inoue-san was told he resembled Mr. Bean during an unpredictable audition, he immediately searched online, objectively observed the resemblance, judged it as an opportunity, and incorporated the impersonation into his performance. I was amazed because that was truly OODA-like thinking.

Inoue: I wasn't thinking that strategically, but it's true that in my talent work, when someone suggests, "Wouldn't it be better to do it this way?" and I think it makes sense, I tend to incorporate it right away. I guess I'm not very afraid of change.

High recognition despite no work. Struggling daily with that gap

Aaron: After your debut, did you encounter any struggles or walls while experiencing various jobs?

Inoue: My initial motivation was "I want to be on TV!" That's why I entered showbiz. But when I actually appeared on variety shows, I was overwhelmed by the incredible talkers and those with strong, established characters. I felt anxious about getting lost in that crowd. However, I was lucky that my very thick eyebrows became a point of interest. Even though I only appeared on one show, people remembered me as if I'd been on ten. If it weren't for my thick eyebrows and twin buns hairstyle, I don't think I would have lasted in showbiz.

Aaron: So your thick eyebrows had a very positive impact?

Inoue: Super positive. But even though people recognized my face, there were times when I only had one job a month... I struggled with that gap. Even when I went back home, friends would say, "You're on TV a lot lately!" but in reality, I had almost no work. I couldn't see that gap positively; it felt like I was deceiving people, and I felt really bad about it.

Aaron: And right when you were struggling like that, the show offered you a chance to cut your eyebrows?

Inoue: Yes. I got the offer: "Would you like to have your eyebrows trimmed on 'Tonight's Comparison Show 3-Hour Special'?"

Aaron: Didn't you struggle with losing your trademark thick eyebrows?

Inoue: Even if cutting my eyebrows meant losing work, I thought it would be easier mentally than agonizing over what to do and not taking action. Staying stuck in the status quo, not changing, was actually more exhausting. I don't think I would've had the courage to decide to cut my eyebrows myself, so I'm truly grateful for this opportunity.

The eyebrow trim became a catalyst for significantly expanding both the volume and scope of my work.

Aaron: When you actually saw your face after trimming your eyebrows, what was your first impression?

Inoue: Honestly, I thought it didn't change much (laughs). People around me said it would look really nice after cutting them, but I didn't think so. Though, looking at old photos, I do think, "Wow, my eyebrows were super thick back then!" (laughs).

Aaron: But it did create a big change in your work, right?

Inoue: Yes. Even if trimming my eyebrows got some initial reaction, I thought it would be a one-off thing—a momentary buzz that would fade. But thankfully, even after trimming my eyebrows, I got close coverage for about half a year. Through trying various things, I received a lot of positive feedback. Because of that, I started getting invited to all kinds of shows. I got to experience things I never had before, like being an assistant on "Welcome, Newlyweds!", running the 100km marathon on the 27-Hour TV marathon, and my first appearance in a NHK historical drama. "Tonight, Let's Compare!" was truly a show that changed my life.

Aaron: The volume and scope of your activities expanded dramatically, right? By the way, did you experience any inner changes?

Inoue: Well, when your appearance changes, your inner self changes too. Back when I had thick eyebrows and two buns, I was always conscious of staying energetic. I mean, if you had that eccentric look and weren't energetic, it would be a bit weird, right?

Aaron: True (laughs).

Inoue: I'm naturally shy and timid, so part of why I could be energetic was because of that look. So, for me, it was a really positive thing. But honestly, I've always loved cooking and nature, and I was really interested in makeup too. Yet, I found myself putting on the brakes, thinking, "Would cooking or doing makeup with this look be awkward?" That character the world recognized became a kind of constraint. Freeing myself from that and resetting my image to a blank slate allowed me to express myself more naturally.

Aaron: I see. So grooming your eyebrows became a "surprise tactic"—something unexpected—that worked well for your rebranding. I'm just a regular businessperson, but the unexpected fact that I'm "from the U.S. Air Force training unit" often creates a memorable gap (laughs). You started with a strong character, and then creating that "ordinary" gap might have led to even greater recognition.

Was the eyebrow trim an "unconventional strategy" that expanded your talent activities?

Aaron: Actually, if you consider the entertainment industry as a single market, Inoue-san's eyebrow cut was a truly brilliant strategy.

Inoue: What do you mean?

Aaron: Take a look at this diagram.

Aaron: While Inoue-san works as a talent within the entertainment industry, if we categorize the current entertainment landscape, the vertical axis represents "TV Media," centered on dramas, movies, and commercials. Opposite that is "Digital Media," referring to platforms like social media. The horizontal axis divides the talent's field of activity into "Mainstream" and "Variety." Now, if we hypothetically categorize talent attributes into three areas: "Commercial Talent," "Commercial Talent & Influencer," and "Influencer," it's obvious that the "Commercial Talent" category has the fewest members. Even among all talents, they are a tiny fraction. Note that while TV media, opposite digital media, includes many dramas, movies, and programs, we're deliberately grouping it under "commercials" here for simplicity.

During her thick-brow era, Inoue likely belonged to the "Influencer Domain," leaning toward variety shows and boasting a large social media following. However, this domain is now a "Red Ocean"—a space with low barriers to entry and crowded with numerous rivals. Conversely, a "Blue Ocean" refers to a domain with few rivals, which corresponds to the "CM Talent Domain," accessible only to a select few talents. Another category, the "Purple Ocean," falls between the Red and Blue Oceans, featuring moderate competition. This is the "CM Talent and Influencer" space.

Inoue: Hmm...

Aaron: That was a long preamble, but I'm guessing that by trimming your eyebrows, Inoue-san, you've shifted your position from the 'influencer domain'—which was a red ocean—to the 'commercial talent and influencer domain,' where you can handle commercials, variety shows, and social media.

Inoue: I see.

Aaron: Furthermore, you've been cast in a major historical drama—a project typically featuring talents from the "commercial talent" sphere. In other words, you cover all three domains. Talents who cover all three are surprisingly rare. This is incredibly well-balanced!

Inoue: Wow! I didn't know that (laughs).

Aaron: Executing that position shift with the "unconventional move" of cutting his eyebrows was also brilliant. In OODA, unexpectedness/creativity—these "unconventional moves"—are key to expanding business. I think this action, which no one anticipated, delivered a much bigger surprise and sense of excitement to the public.

Inoue: I hadn't thought about it strategically at all, but it's interesting to hear that analysis.

Aaron: But when you're working as a talent, don't you ever think about positioning or how you differ from other talents?

Inoue: Ah, that's true. I do think about things like, "I can't beat this person head-on with just my talking skills. What can I do to still get on TV?" or "What suits me well and doesn't overlap with others?" I guess I just love niche industries (laughs).

Aaron: Niche industries—that's a super important perspective in business too (laughs). It's exactly what I was talking about with Blue Ocean Strategy: finding a position where there's less competition and you can leverage your strengths.

Inoue: That might be it. Of course, I'm not just targeting niches; I want to actively challenge myself in various jobs. But sometimes thoughts like, "Hmm, probably not many people run 100km, right?" pop into my head (laughs).

Aaron: Hearing you talk today, it might seem obvious, but I was struck again by how objectively you analyze your own strengths and weaknesses within the entertainment industry.

Inoue: But I'm naturally the type to overthink things and prioritize safety and caution. So I feel really lucky to be in an environment now where I get to take on big challenges I wouldn't dare attempt on my own.

Aaron: What kind of challenges would you like to take on in the future?

Inoue: Of course, I want to keep doing the variety work I'm doing now, and if I get the chance, I'd love to try TV commercials too. Also, since I'm from the countryside and love a simple life, I want to focus more on things I enjoy and am good at, like cooking and fermented foods. Lately, I've been craving that feeling of creating something tangible and lasting – whether it's writing, cooking, or social media content. I'd love to engage in activities where I can make something.

Aaron: I saw your Instagram—your cooking is amazing! I hope this new side of you, these undiscovered charms, reach many people. Thank you so much for today!