Starting from Concept: Methods for Generating New Value for Products, Services, Projects, and Marketing

In an era where “meaning is more important than utility,” the concept has become a key competitive factor. However, the prevailing atmosphere that promotes “cheap and plentiful” (high cost-performance ratio) has led to a decline in the number of people willing to generate concepts and provide new value.

Author Takahiro Hosoda condenses the essence of his ten years of teaching “concept generation” into this book. Once you learn to construct concepts, you can enjoy the process of planning new things and creating new value even more.

Hosoda believes that when thoughts like “Wouldn’t it be nice to live this way?” or “If only we could create such a society” continuously arise in your mind, even if they seem foolish to others, as long as you can organize them into a persuasive narrative or distill them into a powerful statement, the reactions around you will change. In this way, the blueprint named “concept” gradually transforms into reality. People will begin to approach you, and potential investors will appear, leading to a loyal following of users or fans. The ultimate goal of this book is to help readers experience this feeling.

This book can help you effectively utilize concepts to provide new value for products, businesses, services, and content. It is not limited to creative workers; individuals in planning, research and development, sales, marketing, management, or entrepreneurship can all benefit!