From Data to Action: The Next-Generation Growth Strategy Aimed for with "DI×Growth Consulting" (Part 2)

• From Data to Action: Next-Generation Growth Strategies Aimed for with "DI×Growth Consulting" (Part 1)

When it comes to data utilization, many people may focus on "how to collect data." However, what truly matters is what insights you gain from that data and how you translate them into appropriate actions. This requires not just the data itself, but also the skills to analyze it, along with the knowledge and know-how to formulate concrete strategies.

Dentsu Consulting Inc. and GIX Inc . entered into a business partnership agreement in April 2022. By combining GIX's thinking-support-based data analysis with Dentsu Consulting Inc.'s expertise in corporate growth support, we aim to realize data-driven growth strategies. In Part 1, Mr. Katsumasa Yagi, President and Representative Director of Dentsu Consulting Inc., and Mr. Tomohiro Amino, Representative Director and CEO of GIX, discussed how combining GIX's strength in left-brain thinking with Dentsu Consulting Inc.'s right-brain thinking could unlock new business possibilities.

In this concluding part, we delve deeper into the vision for growth support both companies pursue and their specific initiatives.

"Value Creation" and "Gaining Support." Companies grow through these two interlocking circles.

Amino: When we began brainstorming about a business partnership with Dentsu Consulting Inc., I had one major realization. While Dentsu Consulting Inc. champions growth support, I honestly wondered at first whether our solutions would truly be useful in the growth domain.

This stemmed from my background in consulting, where "growth strategy" typically implied initiatives like M&A or overseas expansion—approaches distinct from organic growth of existing businesses. Our services, however, lean more toward leveraging historical data to refine existing operations. This made me wonder if our offerings could truly contribute to new ventures.

However, upon further discussion, I learned that Dentsu Consulting Inc. firmly believes our solutions can significantly contribute to the growth of existing businesses. They don't distinguish between existing and new businesses as separate areas of value contribution. Their stance is to provide unrestricted support for anything directly linked to the client company's growth. Indeed, that approach is simpler. By growing existing businesses and meeting customer needs, new products or services naturally emerge within that process. If these new offerings enhance customer satisfaction, they ultimately attract new customers as well. If you think of new ventures emerging as an extension of growing existing businesses, the very question of "is it new or existing?" becomes nonsensical. Ultimately, what we aim for with data-informed approaches, as detailed in the previous part, is also sustainable corporate growth, so I felt our goals align.

Yagi: The concept of the "Möbius Loop" emerged from our discussions. By "creating value," we gain "customer support." The revenue generated then fuels further "value creation." The idea is that endlessly repeating this cycle creates a chain reaction maximizing customer happiness and expanding corporate profits.

Amino: Translating the "Mobius Loop" into data analysis looks like this. First, we understand our existing loyal customers based on data, grasp their needs, and in the process of meeting those needs, new products or services emerge. These new products and services then attract new customers. Eventually, those new customers become existing customers. We then extract their needs based on their behavioral data and create even newer products and services...

By upgrading existing businesses in this way, new ventures naturally emerge, and eventually, these new ventures become established businesses. This form represents the natural growth path for companies. There's no need to artificially separate existing and new businesses.

Yagi: Exactly. And I don't believe new products or services necessarily arise solely from the innovative ideas or concepts of genius marketers. I also think new products and markets can naturally emerge from the accumulated intentions and thoughts of each individual employee on the front lines, such as "If we had a product like this, it would make busy mothers' lives a little easier."

Therefore, I believe there is a way for each individual engaged in daily marketing and sales activities to effectively integrate data into their work, thereby achieving both customer happiness and corporate profit growth.

Amino: I'm delighted that we can use our company's expertise to help with that. Incidentally, I believe the most challenging part within the "Möbius Loop" is the "Needs Extraction" step – the transition back from the right-hand "Gaining Support" loop to the left-hand "Value Creation" loop. Typical business flows from the left "Value Creation" to the right "Gaining Support," cycling through "Service Delivery," "Market Penetration," and "Revenue Realization." The biggest challenge is how to extract needs from there and feed them back into the "Value Creation" side.

Our data analysis specializes in outputs that help people think and make decisions. We work closely with clients to determine the best approach and outputs for them to gain business insights. Ideally, based on this, clients gain some insight and can progress from "Extracting Needs" to "Creating Value."

However, demanding that much from clients can sometimes be difficult. That's when we want Dentsu Consulting Inc. to step in and support them. This is the core of our business partnership and, I believe, the greatest significance of our collaboration. In such cases, I think the right-brain thinking and emotional value aspects inherent in the Dentsu Group become extremely important.

Yagi: That's right. Those driving sales and marketing on the front lines are deeply committed to their work—driven by a strong desire to contribute to society through their business and to bring joy to customers. Ultimately, whether new insights can be gained from data depends on that human passion. We truly want to work with GIX to help give them that push forward.

Supporting growth alongside clients, eventually enabling them to drive their own progress

Amino: I believe the concept of a "Möbius strip" resonates with many companies. And when clients actually start taking action, what we believe we can first provide is "growth support through accompaniment." We want to offer this kind of support, using data while also engaging the right brain, to help new businesses emerge as an extension of existing ones.

Yagi: Simply bringing in external personnel to grow a business is not the approach we aim for. GIX supports corporate decision-making and business professionals' judgments through data-informed methods. We then combine this with our marketing strategies and business growth tactics. We want to provide this framework and process itself in a way that operates autonomously within the client's organization.

Amino: First, we want client companies to implement growth strategies based on data-informed approaches and experience their effectiveness. Then, we support them gradually to become self-sufficient. Ultimately, the ideal is for them to graduate from our support and no longer need us. If we can offer such services at a price point realistic for companies to adopt, I believe it could become a first in Japan and a world-class initiative.

Yagi: Our company excels at creating businesses and services by leveraging both right-brain and left-brain thinking. The data we obtain from customers is also highly beneficial for improving and enhancing operations and business activities, including the supply chain side. Through discussions with Mr. Amino, I strongly felt this. Therefore, I believe this initiative can significantly contribute not only to our customers but also to the growth of employees, company organizations, and society as a whole. If our partnership project with GIX can lead to growth and prosperity not only for client companies but for Japanese society as a whole, we would be delighted.

GIX's 'Data-Informed' approach strengthens Dentsu Consulting Inc.'s growth support. Conversely, incorporating Dentsu Consulting Inc.'s marketing and growth expertise will further amplify GIX's data consulting capabilities. Please look forward to the future developments of this 'DI × Growth Consulting' collaboration between the two companies.

Furthermore, the concept of the Möbius strip—where new and existing businesses are not separated but viewed as one, continuously cycling through "value creation" and "gaining support"—could serve as a valuable hint for many companies considering their own growth strategies.