Essentially, DX is about transforming the business model itself using digital technology and creating a big impact. However, most of the DX in Japanese companies is simply digitalization aimed at improving operational efficiency and reducing costs. This is because many Japanese companies have developed medium-term business plans and have not broken away from the idea of improvement and planning. As a result of continuing to make medium-term improvements without envisioning a big dream or goal (MTP), which is a big dream or goal that would bring about a completely different worldview from the current situation, the "lost 30 years" were caused. Ta. The key to change is MTP's ability to look ahead 30 years into the future and a sense of realism in that future.

Advanced companies that are growing rapidly, such as Google and Tesla, always have an MTP in mind. As an example, I would like to introduce the example of Netflix. Netflix is a company that envisions an MTP of ``entertaining people all over the world,'' and has achieved that goal with a sense of realism. When Netflix was founded in 1997, going to a rental store was commonplace, but founder Hastings was uncomfortable with the hassle of renting and returning DVDs, so he launched the industry's first DVD delivery service. Furthermore, in 2007, the company turned its attention to streaming services and made a huge investment. Although internet connections at the time were poor, he predicted the high-speed connections of the future and became a pioneer in video distribution services that entertained people around the world. Precisely because of the sense of being there, people feel a strong sense of discomfort in their current reality, which creates explosive action and leads to change.

“Transformation Thinking” Amazon

If you think about the message boards and public telephones at stations that were commonplace 30 years ago, you might feel a strong sense of discomfort. That's because we know the world in 2022. Similarly, when you have a strong sense of being present at MTP looking to the future 30 years into the future, you should feel the same intense discomfort with the current situation. For more detailed information, please read our book ``Transformation Thinking'' (Shoeisha) if you have the opportunity. I want them to not limit their purpose to abstract words, but to elevate it to MTP, and bring about change with a high sense of reality.

*Ambitious transformation goals. A study by Singularity University in Silicon Valley considers this to be the ``main characteristic of leapfrog companies.''

Cinnamon AI President and CEO Mirai Hirano

The text isKeizai Douyukai public relations magazine “Keizai Douyu” March issueReprinted from P.11 Relay Talk