"Aim for the Imperial Palace"

Mr. Tsuda, President and CEO of Fuji Gas (Fujigas), founded in 1954 and based in Setagaya, supports people's lives by selling LP gas and related equipment. He is a classmate from my junior high and high school days.

That said, we were in different groups, or something like that, and for many years, our relationship was little more than "acquaintances." However, since we exchanged words at our mentor's "farewell gathering," our connection has gradually grown. In fact, he previously appeared in this column (*) as "another classmate."

※Column #171 : "Why is Learning Necessary?"

 

Mr. Tsuda Ichiichi / Image courtesy of Fuji Gas Co., Ltd.

With his full cooperation, for my lecture at Meiji Gakuin University, now in its 13th year, "Special Lecture in Management: Innovation and Creativity," I set the final report assignment for the spring semester as: "Propose a new business venture that would make President Tsuda exclaim, 'Why didn't I think of that!'"

This term, we primarily discussed two themes with the students. One was " concept evaluation criteria," recently covered in this column. The other was the first half of "how to create concepts." Specifically, we explored the horizontal axis of the "Cross Frame" – how to forge new connections between "TARGET" and "PRODUCT/SERVICE."

In practice, students (and perhaps many readers too) often start by meticulously studying Fuji Gas's product catalog or researching LP gas characteristics when tasked with "thinking of new ventures." While accumulating such knowledge is certainly necessary, relying solely on this approach unfortunately leads to an excessive focus on the "product/service" aspect—the "thing/event."

LP Gas Cylinder / Image Courtesy: Fuji Gas Co., Ltd.

What's equally needed here is an approach that simultaneously recalls various "human" aspects that, at first glance, seem unrelated to LP gas based on conventional wisdom.

This can be quite stressful. Why? Because whether it's product-out starting from "things and actions" or market-in starting from "people," logical thinking guarantees you'll reach the "correct answer" if you follow the steps.

In contrast, creative thinking—the kind that sparks "Why didn't I think of that?!" concepts—requires relentlessly bouncing between the human aspect and the product/service aspect, testing every possible combination until a truly novel, convention-defying perspective emerges.

Moreover, even when told to "think about people's problems," the first ideas that come to mind are often obvious themes like "It's too hot, that's a problem" – things anyone could think of. Only those who persist without giving up, doggedly pursuing quantity over quality, will be struck by an insight like "You know, even among close friends, 'politics' is a tough topic to bring up (but we'd like to talk about it, right?)" – an angle that makes you think, "Ah, yes, humans definitely have that side to them."

But then, you must thoroughly consider whether that concern is something LP gas, and specifically Fuji Gas, can handle. And even then, it's not over. Next, you must ask whether the LP gas solution (compared to competing solutions for that "concern") will "sell," "win," or "be profitable"... and if it won't, you start over from scratch (tears).

It's a constant back-and-forth between "people" and "products/services." To the students who took on such a challenging task just for a single end-of-term report, I offer my heartfelt applause.

Incidentally, there was a major reason we asked Fuji Gas for this assignment. It's because Mr. Tsuda himself is a practitioner of creative thinking.

The overwhelming "common sense" in the LP gas industry was to shift the front lines to rural areas as city gas became more widespread. However, this would inevitably lead to excessive competition among the over 15,000 sales companies nationwide. So, he issued a command to the entire company:

　"Aim for the Imperial Palace!"

This unconventional decision later yielded significant results. For instance, heating and insect control for restaurant open terraces and rooftop bars became areas where LP gas excelled. It was about creating a new customer segment: "People who want to feel nature precisely because they live in a big city."

Even the most modern high-rise condominiums began considering LP gas storage as a backup when city gas or electricity might be cut off. This targeted "people unable to access their usual energy sources during disasters."

Furthermore, supplying large-scale events held in urban parks is growing as a business. This taps into "people who want to enjoy food festivals," leveraging LP gas's easy portability. All of these can be considered the fruits of brilliant creative thinking.

Open Terrace Heating / Image courtesy: Fuji Gas Co., Ltd.

So, what proposals did the students make to Mr. Tsuda? Did they exclaim, "Why didn't I think of that!"? We'll save the results report for another time.

The reason is that this October (2024), the " &LPG Business Awards 2024 " contest will be held to judge "business plans and ideas utilizing LP gas." Volunteers from Meiji Gakuin University are reportedly participating, so we can't reveal their strategies here. Sorry!

The Grand Prize is reportedly 500,000 yen, so if you meet the participation requirements—"groups, clubs, or individuals composed of undergraduate or graduate students"—why not give it a shot yourself? (Entries close September 17th, it seems.)

Top photo: Suwa Lake Festival Fireworks Display (Photo: Hideo Ebihara) / Bottom photo: Chestnuts spotted in Tateshina

"When summer gets hot, head for the highlands."

There's absolutely no unconventional perspective here, so highway traffic jams are inevitable. Still, the refreshingly clear breeze is truly special. Vegetables harvested at the foot of Mount Yatsugatake, the usual horse sashimi, Chino's famous sake "Daiyakiku"—add the laughter of friends to that, and ah, it brings you back to life!

Please, enjoy!

*For details on "Indwelling Creators," a project by Takao Yamada, click the logo.