Congratulations to Morinosuke Kawaguchi, Japanese futurist, for publishing his new book 超万物開闢図譜（ちょうばんぶつかいびゃくずふ) “Complete Analysis of Price-Value Interrelation: A Comparative Approach” (in Japanese) by Nikkei BP in March 2021!
In this book, more than 2,400 products distributed in Japan are compared and evaluated by developing them on a coordinate map showing the unit price per kilogram and the shipment volume on the XY axes. From a group of plots scattered like a nebula, including electronic components of 0.1 mg or less to dams with a total weight of more than 1 million tons, pay attention to objects with specific common factors and connect them with lines like constellations. As you go, suggestions for increasing value emerge. By spinning the 200 suggestions unique to each industry extracted by trial and error from the figures classified into 30 categories into further cross-industry suggestions, we have summarized them into 10 large and universal laws of value increase. I am. “What happens if we apply the suggestions for increasing the unit price of seasonings to alloy development?” “What is the common denominator between the value of Romanée-Conti and the value of powered suits?” By using the coordinate map, it is possible to enjoy the thought experiment by developing the path that the ancestors of such completely different industries have devised ingenuity. The only way for logic to approach innovation is to deploy the analogy horizontally. The seemingly out-of-place and unconventional suggestions from distant industries will have a greater impact when successfully deployed horizontally.
Morinosuke Kawaguchi is an innovation and competitive strategy consultant, futurist, author and designer. He is the founder and CEO of Morinoske Co. Ltd., a creative future laboratory based in Tokyo. As Japan’s foremost futurist, he serves as a strategy advisor to the Japanese government and to some of the world’s largest multinationals.
Morinosuke Kawaguchi is an award-winning author whose books have been translated into four languages and they influence thinking and practice not only in Japan but in other countries as well. His publications include:
- メガトレンド2014-2023 ( MEGATRENDS 2014-2023)
- Otaku de onnano ko na kuni no monozukuri” (English title: Geeky-Girly Innovation: A Japanese Subculturist’s Guide to Technology & Design)
- Gross National Talent: Quantitative Analysis of Amazing Japanese Soft Power
Morinosuke’s work and insights have been recognized by the Japanese government. In 2014, he was part of the science and technology policy-planning process while working with The National Institute of Science and Technology Policy (NISTEP), a national research institution under the direct jurisdiction of the Ministry of Education, Culture, Sports, Science and Technology (MEXT). He has also been invited by the ruling Liberal Democratic Party’s National Strategy Headquarters for his ideas on creating jobs and gaining foreign currency, two issues that are crucial for the Japanese government’s 2030 future strategy.
Additionally, Morinosuke has been an advisor to the 日経BP未来研究所, Nikkei BP Mirai Kenkyujou, the Future Laboratory of Nikkei BP, Japan’s biggest publisher of business and technology magazines and books since 2013.
Morinosuke Kawaguchi was also a part of the global strategy consulting firm, Arthur D. Little, (Japan) Inc. where he was Principal & Associate Director. He is the inventor of the Morinoske Subculture-driven Innovation Model, which he applies to both his consulting work and educational activity.
Morinosuke Kawaguchi’s programs and speaking topics are:
- Subculture-inspired innovation
- A new kind of hunger: Herbivore, urban markets
- The future is fun
- Time Machine accelerator: Look at Japan
- Mining gold from the silver market
- Discovering new needs: Lessons from the Japanese Toilet
- Emotional attachment in value creation
- Be shy, make money!
- The markets of the luxurious weak
- Sustainable innovation
- Morinosuke Kawaguchi’s Innovation Model
- Keiretsu 2.0