Boss, no one will buy this design

In an era of rapid change, what kind of people and products are not easy to be eliminated? Yoko Kawashima, director of the Ifs Future Research Institute and the author, approached six leading Japanese business leaders and well-known fashion designers. They are——

The founder of TSUTAYA BOOKS, Zongzhao Masuda, opened a store, from trademarks, daily necessities to lighting...everything is "design". Looking at it from a distance, these are also part of customer value. So what does this mean? It means that design is a "comprehensive" thing. Uniqlo, Sato Kashiwa, Creative Director of Globalization Strategy of Lotte - What is needed in future work is "the ability to describe the future." The stronger the imagination for the future, the more able to create new businesses and open up new markets. Atlantic Ocean, President and CEO of Mitsukoshi Isetan Holdings—“Improvement” alone cannot revive a declining industry. Only by setting off a "revolution" that subverts the common sense of the past, and creating an "overwhelming and powerful store." Audi classic car designer Satoshi Wada - the so-called design should first pay respect to the "past = history" of products and brands, and then explain the "present" to further create the "future". Masahiro Okato, chief helmsman of Itochu Corporation, the largest general trading company in Japan——For any company, design is an important value that determines whether it can continue to survive in the market. Hiroshi Ishii, deputy director of the MIT Multimedia Laboratory—Only with a vision can truly new things and new designs be born. The days of designing only what is in front of you are over.

Six big names in the industry who bucked the trend and created business miracles jointly brought six interesting and sharp interviews. Standing at the height of brand strategy and development, they answered-what is good design? How can we design products, stores, services and businesses that can be loved for a long time? As well as the way to interpret the times, the way to create work, and the way to hone yourself.