Maki Sato and Ayaka Asami's Co-Authored Book "Good Ideas Have a 'Form': Insight Thinking That Puts Sensations into Words" Now Available

The book "Insight Thinking: Translating Sensations into Words" (Sanmark Publishing), co-authored by Dentsu Inc. Senior Marketing Director Maki Sato and marketing consultant Ayaka Asami, was released on November 28.

Sanmark Publishing, B6 paperback, 336 pages, ¥1,870 (tax included), ISBN: 978-4-7631-4183-5

[Book Content]
Some people possess such remarkable taste that you wonder, "How did they come up with that?" But you don't need to give up, thinking "I just don't have that kind of taste." People with good taste share common ways of thinking, and there are "formats" that can replicate them.

This book unveils for the first time a thinking format, born from Dentsu Inc.'s internal study sessions, that uses "your own senses" to create ideas and hits that resonate with many people. It clearly explains a thinking method that generates new ideas by uncovering the "hidden truth that moves people (= insights)".

Particularly noteworthy is the unique framework called the "Promotion Fish Model," which generates tasteful ideas. It organizes the process of digging into and verbalizing the discomfort you sense, transforming it into an "insight," in a way anyone can replicate.

This book is a breakthrough for those facing challenges like:
• Ideas tend to be run-of-the-mill, and unique concepts don't come to mind
• Struggling to find exceptional solutions even when analyzing data
• Struggling to logically explain your intuition or gut feelings, leading to lack of internal support despite believing in your ideas

Peter Thiel stated, "Explosively growing startups are built on 'hidden truths' in the market." Insight Thinking is the ultimate method for organizing your thoughts to create business, useful not just for marketing but for business as a whole. This book serves as a guide to generating new businesses and ideas, starting from uncovering the "hidden truth."

[From the Table of Contents]
Chapter 1: What Is an "Insight"?
Chapter 2: How to Find Insights—The Migratory Fish Model for Discovering Hidden Truths
Chapter 3: Cultivating Practical Insights
Chapter 4: The Paradox Model—Accelerating the "Promotion Fish Model"
Chapter 5: Training to Find "Insights"
Chapter 6: What Really Matters When Using "Insights"

【About the Author】

Senior Marketing Director, Dentsu Inc.
Graduated from Keio University's Faculty of Economics. After joining Dentsu Inc., primarily engaged in marketing, branding, and strategy development. Has planned, implemented, and directed campaigns, PR strategies, new product development, new business strategies, business design, corporate branding, regional branding, and Art Thinking training for over 100 clients ranging from major corporations to government agencies, local governments, and startups. Co-authored works include "The Theory of Place Branding" (Chuo Keizai Sha) and "Good Ideas Follow a Pattern" (Sunmark Publishing). Contributed to the educational course "Introduction to 'Art Thinking': Harnessing Imagination as a Weapon" (PHP Institute).

Dentsu Inc. Marketing Consultant
Born in Urawa, Saitama City, Saitama Prefecture. After graduating from Waseda University, joined Dentsu Inc. Since then, has worked as a marketing consultant, handling marketing, management strategy, business/product development, research, and planning for numerous companies. Industries covered include cosmetics, apparel, household goods, food, beverages, automobiles, leisure, and home appliances. Handles a wide range of industries and company sizes, including not only large corporations but also ventures and SMEs. His publications include the bestseller "The Textbook on How to Research to Create Hits: Marketing Research Techniques to Boost Your Product Sales" (PHP Institute), which has sold over 20,000 copies, and the co-authored work "Good Ideas Follow a Pattern" (Sunmark Publishing).