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Series「You can't grasp the human heart without taking the long way around!? ~The Inconvenient Benefits of Marketing: Haste Makes Waste~」

#idea #Digital Transformation #COVID-19 #inconvenience #Branding #Marketing #AI #Creative

2025/05/12

The "Humanity" of the AI Era Revealed Through Inconvenience Benefits

"Inconvenience Value" is a concept that seeks to uncover hidden value within inconvenience. Precisely because AI is becoming ever more convenient, what meaning lies in deliberately choosing "inconvenience"? Professor Koji Kawakami of Kyoto University of Advanced Science, a leading authority on Inconvenience Value, and Kotaro Matsui, CEO of advertising consultancy Portamento, discuss the nature of human-like creativity in the AI era.

Kotaro Matsui, Koji Kawakami

You can't grasp the human heart without taking the long way around!? ~The Inconvenient Benefits of Marketing: Haste Makes Waste~[4]

Marketing

2021/04/11

Inconvenience and irrationality create powerful brand experiences.

This series explores the potential of unknown benefits, including those derived precisely from inconvenience. We invited Mr. Wataru Nozaki of Smiles, operator of Soup Stock Tokyo, and Professor Koji Kawakami of Kyoto Institute of Advanced Science, a leading authority on inconvenience benefits, to discuss how to leverage these unknown benefits, including inconvenience benefits, in business.

Kotaro Matsui, Koji Kawakami, Nozaki, Wataru

You can't grasp the human heart without taking the long way around!? ~The Inconvenient Benefits of Marketing: Haste Makes Waste~[4]

Marketing

2021/03/15

You don't want to go on a trip you can predict!?

From the perspective of "Undiscovered Benefit" (UDB), let's consider why people feel compelled to travel and what makes a journey truly memorable.

Kotaro Matsui

You can't grasp the human heart without taking the long way around!? ~The Inconvenient Benefits of Marketing: Haste Makes Waste~[4]

Marketing

2021/02/24

Convenience is good? No, inconvenience is even better!!

"Artificial flowers are easy since they don't need watering, but I prefer pouring love into real flowers that will wither if neglected." More people are seeking this kind of inconvenience benefit—the utility gained precisely because of the inconvenience. Inconvenience benefits may hold clues to unraveling universal marketing principles and the essence of "humanity."

Kotaro Matsui

You can't grasp the human heart without taking the long way around!? ~The Inconvenient Benefits of Marketing: Haste Makes Waste~[4]

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