Global Professionals, a Strategic Project for Creating Globally Competent Professionals
Minutes of the 9th course of the GP lecture
Part2 ❝ In order for sei-katsu-sha to feel urged to buy,❞ how to set a mind of value innovation from
a sei-katsu-sha perspective.
Consultant Hakuhodo Brand Design Okuda Shoo
- What is value innovation for a sei-katsu-sha perspective?
■ What is sei-katu-sha?
∟In 1981, Hakuhodo started to use the word sei-katsu-sha as a marketing term.
∟Consumer (shohisha) → Living person (sei-katsu-sha: the holistic person, an individual with a lifestyle, aspiration
and dreams.) As the means of realizing their lifestyle, products exist.
■ Not only with technological innovation, but also with value innovation, by changing perspective, your business
may sometimes break through.
∟We tend to think of innovation as technological progress, but more importantly, we should think of it from
the viewpoint of how to enrich our lives.
∟Innovation for your life gives you an impression that your life will get better.
■ Past (A world of material shortage) → Present (A world of material plenty)
∟Time has come where technical innovation doesn’t mean innovation.
∟With new perceptions and actions, markets grow.
∟Copying hot sellers doesn’t work. It’s more important to help find a new perspective.
∟1. Recognize present value 2. Innovate value 3. Generate new ideas from value
- Three habits to acquire deep insights into sei-katsu-sha.
∟1. To come up with a concrete episode.
∟2. To think about how people think, to put yourself in others’ shoes.
∟3. To express it in one simple sentence.
Obstacles to acquire deep insights into sei-katsu-sha.
∟1. Pitfalls of applying frameworks.
Using frameworks is effective when you sort out the successful examples in the past, but deciding what contents
and how you fill in is more important.
∟2. Pitfalls of Data.
Not taking actions according to data, but try to understand the people’s feelings behind data.