Lecture

Let’s think about “Derukuis” a little.

Sony was looking for “Derukuis” during its growth period, which was called a myth.

This job ad is well known.

At that time, Sony called people who can approach the essence “Derukuis.”

Also, being faithful to the essence was the “Sony way.”

However, the world does not understand “what the essence is.”

Do you understand it?

Since the world does not understand “what the essence is,” it can not understand “what the essence of the value” either.

Therefore, it can not understand the essence of product value, business, businessman, company, etc.

On the other hand, people who can understand “what the essence is” can understand “what the essence of the value” either.

Also, they can understand the essence of product value, business, businessman, company, etc.

Now, what is the common sense?

It is just a recognition shared by many people.

This means that many common senses in the world are not based on the essence, because the world does not understand “what the essence is.”

Although the world is not aware of it.

Different from the common sense like that, the essence is universally correct.

Therefore, ideas based on the essence create innovation even if they are common sense breaking.

Like the newly discovered laws of nature.

The ideas based on the essence are universal too, they can be “Once Insane, Now Common Sense.”

Those are still few, though.

Actually, Steve Jobs, who used to visit Sony often, said he wanted Apple to be like Sony.

Then, Amazon, Google, and Facebook have been chasing Apple.

Sony and GAFA can be said to be “Derukui” companies.

By the way, in recent years, the need for innovation has become a loud voice in the world.

The epicenter of this trend is, as usual, the United States.

For the past 70 years or so, the GDP growth rate of the U.S. has been falling, and the reason seems to be that the U.S. is no longer able to innovate as it did during the Industrial Revolution.

When the U.S. goes bad, all developed countries do bad.

Even if we only look at the data available from the World Bank, all the GDP growth rates of the G7 countries have been declining for the past 60 years.

In other words, “Derukuis” are now more strongly wanted in the world than ever before.

This is because “Derukuis” are the people that can approach the essence, and are therefore a ones that can create innovation.

Let’s look at how to grow “Derukuis”.

Here, the lecture proceeds in a form that is compliant with the “Essence-based Innovation Training (known s ‘Derukui training'” that was developed to grow “Derukuis”.

In terms of the framework of “Intelligence, Emotion, and will” advocated by the German philosopher Kant, “Derukuis” can be said to be people who “think deeply, broadly, and correctly” in search of the essence.

It seems to me that to “think deeply, broadly, and correctly” should be a matter of course.

But have you all really been received education that clearly has this in mind?

Now, take a moment here to think about “what is the essence”.

It should be the essence that can be said to be “objectively the only one.”

Many people in the world speak of the essence, but unfortunately most of them are subjective.

In philosophy, the essence is “what makes it what it is.”
That is the attribute of a thing that defines “what it is.”

Therefore, if you don’t understand “what the essence is,” you cannot understand “what the value is.”

You cannot understand what is the product value, business, businessman, company, etc.

if you understand “what the essence is,” you can understand “what the value is.”

You can understand what is the product value, business, businessman, company, etc.

Let’s think one more thing.

Every day, we businessmen make a living by providing customers with product value, for which we are compensated.

So, where is the product value that is our “source of income” physically located?

To put it another way, “Where do we think we are creating the product value that is the source of our daily bread?

Yes, the correct answer is “in the customers’ heads.”

The value is perceived, but people cannot perceive any value in things they do not know.

The value is created only when it is recognized (remembered).
Since this is the case, logically, we can only assume that the value is created by recognition in people’s heads.

This means that as long as there is a memory about the product, the customer will perceive the product value for the rest of their life by reproducing it, even after the product is gone.

Then the idea that by tweaking the customer’s memory, we can increase the product value even after the product is sold, or charge for the product even after it is no longer available, comes to mind.

Can it be possible?
You may think so.

It is possible.
For example, Sony’s aibo model can keep stimulating customers’ memories.
This allows Sony to charge more than 1 million yen per customer (a stand-alone aibo costs about 200,000 yen).

Related products would also sell.

I repeat.
The world does not know “what the essence is.”

Strictly speaking, neither Sony once nor GAFA now would be an exception.
They are (were) only able to approach the essence “sensibly”.

Therefore, if we can approach the essence “logically”, we can exceed them.

The essence is “the root of how we see reality” since it defines “what it is” for everything.

Then, education about how to understand “what it is” is nothing but “the universal foundation of education.
“Derukui training” is the “universal foundation of education.

However, as a matter of fact, the world has so far been in a state where there has been little or no education about the essence.

The “universal foundation of education” that has never existed before, “Derukui training” will be a huge innovation in education.

I sincerely hope to promote this huge innovation together with many of you.