編集思考 異質なモノをかけ合わせ、新たなビジネスを生み出す


There is an increasing momentum to enrich the lives and jobs of individuals by reviewing the way organizations and work styles and belonging to communities outside the company. How is the result? Of course, there will be people who spend their days with excitement and have hope for the future. However, in reality, some people may still feel stuffy and stiff teeth. As a breakthrough to dispel such a feeling of obstruction, this book proposes "editing thinking".

The author is Norihiko Sasaki, the editor-in-chief of "Toyo Keizai Online" and the first editor-in-chief of "News Picks". So to speak, you may think that the "editing thinking" that an editing professional preaches can only be used by someone who has a certain level of editing ability. But you don't have to worry about that. The editor is a "great amateur" in the first place. What is needed is a hyperactive being who is curious in every field.

The value of this book is that it shows that editorial thinking can be applied to business models and personal careers. In today's mature world, it is likely that no breakthrough can be found as an extension of the current situation. In such a case, new value can be created by cross-cutting each field through editorial thinking and changing the combination. It should be a weapon that opens up fate for both personal life and the future of Japan. If you want to enrich your life and the future of Japan, don't hesitate to pick up this book.

Main points of this book

Point 1

Editing thinking is to connect things horizontally in order to change one's life and the future of Japan. The key is editing the triangle of "economy x technology x culture".

Point 2

Editing is a method of dramatically increasing the value of materials by changing the "selection," "connection," and "delivery" of materials.

Point 3

There are four steps in editorial thinking: "select", "connect", "promote", and "engage".

"Editing thinking" that creates our future

The root of the feeling of obstruction, "vertical disease"

Being diverse and free is not all good. It's good for people who enjoy diversity and don't have to worry about customization. However, it became a troublesome world for those who did not. The theme of this book, "Editing Thinking," is a killer app that allows you to live happily in such times.

Editorial thinking is also a silver bullet for "vertical disease" that is characteristic of Japanese organizations. Looking back on the modern history of Japan, in the Meiji Restoration, the defeat, and the postwar economic growth, Japan has been affected by "vertical division disease" after the generation change, producing excellent leaders and managers.

There are three possible causes for this situation. The lack of diversity of human resources, the ideal way of university education, and the culture of Japanese-style companies.

Educational systems by deviation value, gender, and region cannot promote diversification of values. Double majors are the mainstream in overseas university education as a means of acquiring a cross-cutting culture, but they are not recognized in Japan. Also, in a Japanese company, an individual cannot be a leader unless he is at the top of the hierarchy. From such a place, a feeling of obstruction drifting in Japan is born.

Cross the border of "economy x technology x culture"

The key to dispelling the sense of obstruction that prevails in Japan is to connect things with a horizontal skewer. What is needed for that is "editing thinking." Yoichi Ochiai, the author of "Japan Revitalization Strategy," is probably the one who practices editorial thinking most in Japan today.

In addition to being a researcher at the University of Tsukuba, Mr. Ochiai also has the face of a startup company owner and media artist. So to speak, he is good at editing triangles that go beyond the boundaries of each area at a high level of "economy x technology x culture".

Of course, that may be related to Mr. Ochiai's childhood educational environment. Not only studying, but also learning the piano and paintings to hone the five senses directly from the experts.

Not everyone can receive a gifted education from an early age. However, in developed countries, it is not uncommon for adults to attend college. Anyone can deepen their learning and expand their area of ​​activity without being particular about one specialty. There is no doubt that the key to changing one's life and the future of Japan is editing the "economy x technology x culture" triangle.

[Must read point!] Acquire editorial thinking

What is editing in the first place?

What is editing in the first place? The author defines it as "a method of increasing value by changing the selection, connection, and delivery of materials." In a mature modern age, new things can only come from some combination. Therefore, "editing" is indispensable.

For example, the book hotel "Hakone Honbako" in Hakone. The former recreation center of NIPPAN, which acts as a bookstore agency, was completely renovated, and a combination of "hotel x bookstore" was carried out. As a result, the occupancy rate exceeded 80%, and the unit sales price of books was 6 times that of bookstores, making it a popular hotel. In this way, the "selection", "connection", and "delivery" of materials are changed. In other words, editing can dramatically increase the value.

Editing thinking does not require expertise. An editor is a "great amateur." It is important to be curious about everything and to have the perspective and creativity unique to an amateur who is not an extension of the current situation.

Fall in love with the material and "select"

There are four steps in editorial thinking. They are "select", "connect", "promote", and "engage".

First, "select" means selecting a material. The point is to choose something that stands out. You don't have to find the perfect one. The key is to look only at the good points and fall in love with them.

For example, how about Niseko in Hokkaido, which is known for "miracle powder snow"? Originally, Australian ski-loving tourists just fell in love with the area. Its reputation spread by word of mouth, and it became a resort area.

Also, when choosing materials, it is important to "double check your intuition" after you fall in love with it. If the material is human, the verification method is all about conversation. Check the essence of the other person through conversation. If you feel that they are not compatible, you can withdraw gracefully.

If it is a business, you can check it with data and numbers. If you decide the line of withdrawal in advance, you will not be hurt by running with intuition and passion.

"Connect" which is the core of editorial thinking

Once you have selected a material, you will be asked a sense of how to "connect" it. This is the most core part of editorial thinking.

The first of Connect's laws is to "connect the old and the new." An example is the collaboration between Louis Vuitton and the American street brand Supreme. This is exactly the connection between a long-established store and an emerging brand, and it became a huge hit on a global scale.

The second rule is to "connect by digging vertically and deploying horizontally." The Avengers series has become the biggest hit movie of all time. In addition to digging deep into the same series, multiple hero series such as "Iron Man" and "Spider-Man" are linked on the horizontal axis. After that, he released the definitive edition where superheroes gathered, which led to a historic hit.

The third law is to "connect things that have great cultural friction". For example, a combination of software and hardware. If you connect software and hardware so that Amazon holds "real things" such as logistics and books and Apple has a "real place" called Apple Store, you can build a solid foundation.

"Promote" that delivers the goodness of the material

"Promote" is to send out what was created by "selecting" and "connecting" the materials. What is important here are the "three Ts": the timeline, the thought, and the truth.

First of all, "time axis". The more excellent producers, editors, and marketers are, the more they stick to the time axis. The reason is that if you miss the timing, it will not be delivered to the person you want to deliver. For example, Pico Taro's video work "PPAP". It made a global hit in a short period of one month by determining strategic timing.

The second "idea" is close to the meaning of big ideas and concepts. MUJI (Ryohin Keikaku) is a good example. People who pick up MUJI are naturally aware of the company's idea of ​​"pride and simplicity." Because the concept is carried out in this way, we are able to build a solid system that is not influenced by the times and trends.

The third "truth" means not over-processing the material and telling it as it is. In the present age when the Internet and SNS are widespread, it is difficult to hide secrets. When the secret is revealed, it is easy to lose trust if the gap with the original image is large.

"Talking" is important in telling the truth. The essence of people and companies appears in facial expressions, tones, and voices when speaking. Trust is created when the truth is felt there.

"Engage" to build a good relationship

The finishing touch to editorial thinking is "engagement." The point is whether a good relationship can be built.

First of all, the element of "communication" is required. For example, in Mercari, there is a mechanism for sellers and prospective buyers to negotiate prices online. A "community" is formed by accumulating high-quality communication.

As the place of communication shifts to digital, "having a real place" helps to build good relationships. Apple is the Apple Store, and Disney is the real place of Disneyland, where you can experience the brand. And we have a strong relationship with our fans.

"Consistency" that sticks to the ideas of the Internet and the real world is indispensable there. This real and online editing is the core of corporate strategy.

Finally, in order to build a good relationship, a “casual” relationship is good. From now on, going in and out of multiple communities will become the mainstream. Therefore, a service that allows you to easily unsubscribe and come back at any time is better than a service that is difficult to unsubscribe once you register.

Walt Disney, a legend of editorial thinking

Exquisite Disney mechanics

As an example of editorial thinking, we will take Disney, the world's strongest content company.

First of all, behind Disney's prosperity is the greed to actively adopt new technologies. Since the birth of the Torquay movie in 1927, it has been a huge hit in the production of full-color animation with sound. Then, in 1937, he produced the feature-length color animation "Snow White" and became "Disney of the World".

Disney's select animations are Disney's strength from a business perspective. Characters become IP (intellectual property rights), and it is easy to acquire fans across generations. Also, because it has a fan base, it will not come off even if you make a sequel, and it can be expanded horizontally to goods and theme parks. For this reason, powerful characters can be said to be a well-balanced and efficient content business.

Disney's Connect is reflected in its exquisite business model. First of all, debut the character through the movie, spread the public awareness, and earn from the box office. Then, the characters are converted to IP and expanded horizontally to goods and theme parks. Earn from admission fees and sales income. In addition, distribute your work on TV or online and earn money through advertising and subscriptions. That kind of cycle has been completed.

Disney's sense shines in the combination of trends and works. In the live-action version of Aladdin in 2019, Princess Jasmine was portrayed as a woman with a strong will and courage. It is a projection of a modern female image. Incorporate not only the latest technology but also the current trends into the characters. That's what Disney is all about.

Disney's next challenge

What about Disney Promote? First, raise awareness of the character in the movie and promote it on TV. After that, we will deepen exchanges with fans through experiences at the theme park. The timeline and media utilization methods that permeate this character are really good. In addition, Disney's ideas are certainly passed down to employees through employee education. Strict copyright management and a commitment to design combine to shape Disney's unique worldview.

Disneyland and goods that allow you to experience the world of Disney in a realistic way can be said to be the cornerstone of Disney's engagement. Fans feel the consistency between Disney works and the real world through the characters. And we will build stronger and stronger relationships through close communication.

One of Disney's weaknesses is that it has little direct connection to each and every customer and has no customer data. To overcome that weakness, Disney decided to stop supplying content to Netflix and abandon its annual license revenue of 150 million yen. With the debut of Disney Plus in November 2019 and the addition of Hulu under its umbrella, it is competing against Netflix. Whether this decision is good or not. That will determine Disney's future.

Recommendation of reading

In this summary, we've taken Disney as a successful example of editorial thinking, in addition to the key parts of this book: the definition of editorial thinking and the steps to put it into practice.

Another thing that thrilled the abstracter was "Chapter 6 Editing Japan." In editorial thinking, editing the "economy x technology x culture" triangle is the key. The author says that Japan has the greatest potential in the world. Japan still has a sense of economic and social stagnation, but how wonderful it would be if we could pursue further affluence in a different way than it is today. Isn't it exciting just to imagine? We still have more to do. This book must push the back of those who want to take a step forward.