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Nora Bag: Let's review what we've covered so far.

Namikawa: Yes.

Nora-bukuro: We were discussing how the role of advertising agencies might shift from facilitating the exchange of money for goods to facilitating the exchange of value for value.

Namikawa: That's right.

Narabukuro: And that value includes not only the value of the present moment, but also the value that lies dormant and untapped.

Namikawa: Yes.

Norabukuro: Organizing these ideas under the concept of "shift" makes it easier to understand.

Namikawa: "From facilitating the exchange of money and goods → to facilitating the exchange of value and value," "from the value of the present moment → to the latent value of the future"...
Here it comes, the "shift." After all, this series is called Communication Shift, or "Comu Shif" for short. Shifts in work styles, energy, and so on are being touted everywhere right now, aren't they?

Norabukuro: Such movements have existed in the human world for a long time. The biggest movement was in September 2009, when Dr. Ervin Laszlo, former President Gorbachev, and others issued a declaration toward a sustainable and peaceful society.

Namikawa: That's the World Shift, right?

Norabukuro: Exactly. By the way, in his book World Shift, Dr. Laszlo introduced the concept of the "Akashic Field," which means "a place where all the information of the world is recorded."

Namikawa: A place where all the information in the world is recorded? Does such a thing exist?

Norabukuro: It's a concept. It probably exists. If people today needed such a concept, it would.
So, it's about shifting from "individual consciousness → cosmic consciousness," but let's set that aside for now.
Anyway, visualizing "present → future" using the "→" symbol helps simplify and organize things. Starting next week, we'll examine the "present → future" shift in advertising from various angles.

Namikawa: I get the feeling the final episode is finally approaching.

Norabukuro: ...But before that. Next week, shall we first briefly review the "shifts" discussed in the advertising world so far, starting with Philip Kotler's "Marketing 3.0"?

Namikawa: Got it!