The Future of New Business Development: What is "Genome Thinking" that Unleashes Ideas?

Creating eggs that don't cause allergies. Storing digital data in DNA. Generating oxygen on oxygen-deprived Mars. Ideas that sound like science fiction are now beginning to materialize at the forefront of new business development and solving societal challenges. Underpinning these concepts is the potential of the "biosphere." Perspectives and technologies from biological sciences, including the genome (the complete set of genetic information in an organism), are generating entirely new business ideas that transcend our fixed notions.

Quickly recognizing this trend, Dentsu Inc. offers "Genome Thinking powered by SMARTCELL & DESIGN," a new business ideation service utilizing "genome thinking." We spoke with Akihiro Shimura of Dentsu Inc., who led its development, about its usefulness and specific service details.

※This article is re-edited from a blog originally published on Do! Solutions.

 

Akihiro Shimura, General Manager , Dentsu Inc. Engaged in national projects/smart city production, advanced technology/system development, social design utilizing genome technology, space industry development, consulting for building business co-creation hubs, innovation management, and startup acceleration. Also promotes new business development centered on intellectual property and international standardization activities. Additionally, numerous international conferences, lectures, patents, and papers related to ICT. Member of the Genome Ethics Research Association. Recipient of numerous awards including the AMES Awards, Japan Marketing Grand Prize, and IWRIS Best Paper Award.

<Table of Contents>
▼Digital Technology Alone Cannot Solve Social Issues

▼Genomics Too Complex? No, Let's Think More Pop!

▼The Concrete Idea Generation Process of "Genome Thinking"

▼Supporting Commercialization, Not Just Ideation

▼Creating "Evolving Ventures" Rather Than New Ventures

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Digital technology alone cannot solve social issues

──While the need for new business creation is widely emphasized today, what challenges do you see in current business development from your long experience supporting it, Mr. Shimura?

Shimura: I think corporate business development managers and executives are keenly aware of this too: approaches and methods for creating new businesses have become completely commoditized. Since the input information and digital technologies used are the same, everything feels like déjà vu, inevitably leading to similar outputs. It's clear we need new thinking frameworks to break free from existing mindsets and fixed ideas.

──And you recommend "genome thinking" as one such approach.

Shimura: My initial focus on genomics stemmed from realizing that knowledge and technology solely within my digital domain of expertise wouldn't suffice to address future challenges. Today, many companies are tackling environmental issues and pursuing smart city initiatives. However, the vast majority of global phenomena—information from the biosphere—remains largely undigitized. I realized that no matter how much DX (digital transformation) advances, it won't lead to solving fundamental problems without addressing this. So I immediately flew overseas to observe cutting-edge genome technology and biotechnology research sites. This was around 2016 to 2017.

──Even back then, was there already a growing movement overseas to apply genomic knowledge and technology to business?

Shimura: Yes. In the U.S., which I visited, the level of attention and budget allocation was already completely different back then. They weren't just analyzing genomes; they were incorporating more advanced technologies like "genome editing" and "genome synthesis" into business. Startups using genome technology were emerging, and globally, "BX" no longer meant "business transformation" but "biotransformation."

Compared to that, Japan was several years behind. However, today biotechnology is listed as one of the government's key policy priorities alongside AI and quantum computing, and I feel the momentum within Japan has significantly increased.

──The Cabinet Office announced its " Bio Strategy " in 2019, setting the national goal of "realizing the world's most advanced bioeconomy society by 2030."

Shimura: Many people feel intimidated when they hear terms like "genome" or "biotechnology," but in everyday life, things like vegetable breeding and making fermented foods using yeast are also forms of biotechnology. Previously, news about "eggs containing no allergenic substances" became a huge topic; that was precisely achieved using genome editing technology. While not yet commercialized, the technology itself is already quite advanced. In the digital realm, programming has become so mainstream that it's now a required subject in elementary schools. Genome technology will likely follow suit and eventually become "everyone's technology."

A compilation of bio-manufacturing case studies published by the Ministry of Economy, Trade and Industry. Practical applications of biotechnology are advancing across diverse fields.

Is genomics too complex? No, let's think about it in a more accessible way!

──You mentioned leveraging genomics for new business creation, but doesn't that feel like a high hurdle for people without specialized knowledge?

Shimura: Our new business ideation service, "Genome Thinking," isn't about seriously studying specific genome technologies or applying complex concepts like genomic behavior to thinking methods. Instead, it's extremely simple: adopting the perspective of "What if organisms could do just a little more than they can now?" You can think of it as just another idea generation method—feel free to approach it in a more accessible way.

The primary goal of Genome Thinking is to encounter new ideas through free-flowing imagination, shedding old preconceptions. To give a very simple example: sliced apples typically oxidize over time, turning brown and unappealing. This leads to unsold fruit being discarded, contributing to food waste. Genome Thinking enables you to think: "What if we had apples that didn't oxidize at all? If they didn't discolor, we could bag them pre-sliced and sell them in vending machines." It might sound like a simple idea now, but without the hint of genomics or biotech in your mind, even the straightforward thought of "just create apples that don't oxidize" might surprisingly never occur to you.

What is the specific idea generation process of "Genome Thinking"?

──What exactly does the ideation service "Genome Thinking" involve?

Shimura: The service format is similar to a typical ideation workshop. We start with a brief, roughly one-hour lecture from myself or an expert in biotechnology, covering basic biological knowledge related to genomes.

We've mentioned terms like "analysis" and "editing," but genome technology broadly involves three stages. First is "genome analysis," deciphering the genetic information within the genome. Next is "genome editing," rewriting that information to unlock potential alternative functions. Finally, "genome synthesis," which enables creating entirely new functions from scratch. In "genome thinking" ideation, we decide how far to unlock these technologies and then expand ideas by asking questions like, "If we could edit, what possibilities might emerge?"

To illustrate concretely: suppose there's an exceptionally delicious edamame variety. Genome analysis can trace its ancestry. If it reveals a completely different origin from other edamame, it could be branded and marketed as a novel ingredient. Liberating the technology to genome editing opens possibilities like rewriting properties or functions—similar to creating allergy-free eggs or non-oxidizing apples.

──It seems not only branding but also sales methods and uses could change significantly. So, what about ideation when we open up the technology to genome synthesis?

Shimura: It becomes a world of endless possibilities. For example, if there's a tree that "can't grow near the sea because it lacks salt tolerance," you could boldly consider transplanting the salt tolerance function directly from another tree. This would allow that tree to grow in areas previously unsuitable for timber production, potentially creating new regional industries or logistics systems... Simply discussing how the level of genome technology changes what we can conceive at the outset completely transforms the scope of subsequent ideation.

To further stimulate ideas, workshops also utilize original business idea generation games like "Kake-Ai." This forces the combination of desires and themes—like "being able to live in a safe place" × "space development"—to spark new thinking.

Kake-Ai: A business idea generation game developed by Dentsu Inc. in collaboration with toy developers

In this example, the development challenge becomes "How can humans survive on an oxygen-deprived planet?" Adding a genomic perspective generates the solution: "Use artificial microorganisms to transform a carbon dioxide-rich atmosphere into one with oxygen and nitrogen." This might seem like a far-fetched idea, but when presented as a project proposal for the UAE's "Mars 2117" initiative, it garnered significant attention from UAE officials (*).

*Presented at the ADIPEC 2018 exhibition held in Abu Dhabi. Details can also be viewed in this video.

Supporting commercialization beyond ideation

──Besides Mr. Shimura, who else is part of "SMARTCELL & DESIGN," the team providing "Genome Thinking"?

Shimura: Besides me, there are several other Dentsu Inc. members. The rest are all external partners. Through attending conferences on genomics and biotechnology, university researchers became interested and now collaborate on the academic side. We also have diverse connections, including networks with startups and professionals who actively pitch ideas and plans to various companies.

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──I assume the service primarily covers ideation. Is support for subsequent business development also possible?

Shimura: Absolutely. While it's not a packaged service where "Genome Thinking" automatically produces a business plan, we provide extensive support tailored to your needs. This includes assistance with subsequent business plan development, creative output support, and matching you with partners to help realize your vision. Especially regarding connecting partners, we have tens of thousands of connections globally, spanning large corporations to startups, so we can be quite effective in this area.

Furthermore, practical application of genome technology requires strict compliance with each country's laws and regulations, as well as effective communication with consumers. In these areas, we believe Dentsu Inc. can provide unique support.

──Is it possible to conduct the workshops themselves with partner companies or companies from different industries?

Shimura: Actually, most workshops we've held so far have been in an omnibus format with multiple companies participating. Virtually all the social challenges we face today cannot be tackled by a single company alone. By having multiple companies conduct workshops together, partnerships naturally form.

──Do you have a target image in mind for the types of people or companies you'd like to participate?

Shimura: Certainly companies stuck in new business creation, as mentioned earlier. We also strongly encourage individuals seeking hints for new ideas to participate. In past workshops, we even received feedback from seasoned veterans who'd handled numerous business launches: "I thought I was good at generating ideas, but my ideation skills weren't that great. I was still too stuck in patterns."

Rather than new ventures, I want to create "evolutionary ventures"

──Finally, could you share your personal vision for the future you want to realize using genome thinking?

Shimura: As I mentioned at the start, for me it wasn't so much about thinking "I want to do this!" but rather, after seriously engaging with clients and work, I felt a sense of urgency: "Is the status quo really okay? Can we truly address Earth's challenges without considering 3.8 billion years of biosphere information?" I refuse to compromise on that. And fundamentally, if we're tackling challenges like global environmental issues that evolve daily, we ourselves must evolve too. That's why, even in workshops, I often say we need to create "evolutionary businesses."

While genomics is strongly associated with agriculture and medicine, the concept of evolution is indispensable in other business fields too. For example, in modern urban development, it's no longer enough to just build the physical structures. Designers must anticipate the potential of surrounding elements – the soil, trees, materials used, energy sources, and other organic components – and plan with evolution in mind. This new kind of creativity, one that takes responsibility for the future, will be increasingly needed across broader fields.

──Thinking about it that way, incorporating "Genome Thinking" seems like a good idea not just for business creation, but also as a training program for regular employees.

Shimura: I believe "genome thinking" is a versatile solution that fits well within programs like business thinking training or SDGs training. I especially want younger generations, whose thinking hasn't yet become rigid, to participate. The world of biology holds immense lessons. Some researchers say, "Observing microorganisms in a swamp offers far more insight than endlessly reading books in a lab." I hope using genomic thinking for business design becomes the norm in our society.

Overview ofGenomeThinking ⇒"Genome Thinking powered by SMARTCELL&DESIGN": Evolving the World and Corporate Business Through Genome Thinking

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Detailed materials on Genome Thinking are available here ⇒"Take New Business Development to the Next Level with 'Genome Thinking'! 'Genome Thinking' powered by SMARTCELL & DESIGN Download"

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