nomlog MEETS→
“Enjoyable Earning” What are the qualities of planners that can be seen in the future work style and bias map?

A dialogue series [nomlog MEETS→] NOMURA GROUP employees meet with experts who are active in various fields and explore the possibilities of future "spaces" and "experiences."

This year's theme is "Enjoyable Earnings, Future Work Styles". A planning director who leads a team of about 20 people in NOMURA GROUP will experience “personal branding” by a producer involved in organizational development and human resource development at numerous companies, based on the idea that “individuals support organizations”. What are the qualities of a planner that goes beyond the title of the company and the important elements that will lead to future work styles that can be seen from the creation of a “preference map” that writes down the things that you love most?

 

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nomlog MEETS→
Takashi Yokoishi (&Co. CEO/Organizer of Tokyo Work Design Week)

Graduated from Tama Art University. Established & Co. in 2016. A project producer who deals with brand development, organizational development, and social change. Successfully mobilized 30,000 people at "Tokyo Work Design Week," the largest work style festival in Asia. Produced Kamakura's collective office "Hojo SANCI", entrepreneur training institution "Shibuya Startup University (SSU)" from Shibuya Ward, and shared bookstore "Shibuya ◯◯ bookstore". Part-time lecturer at Hosei University. He is the author of "How we work in the future" (Hayakawa Publishing) and "Self-introduction 2.0" (KADOKAWA).
https://www.andcoltd.jp/

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<Interviewer>
NOMURA Co., Ltd. Tomoko Yanagihara
Creative Headquarters Planning Center Planning Department 1 Manager (Left in the photo)

* Content planning and photography: Mizuki Ogura (Business Produce Headquarters)
* Content planning and writing: Satoko Yokota (nomlog editorial department)

[Interview flow]
Part 1: Personal Branding
Through the creation of a “partiality map” and dialogue with Mr. Yokoishi, we will discover the personality of Yanagihara, the chief planner who transcends the title of the company.
Part 2: After Talk
nomlog Editor-in-Chief Yokota will also participate, and based on personal branding dialogue, we will explore tips for “fun earning”.

Part 1: Personal Branding

❶Hearing

Mr. Yokoishi
What kind of department is the "Creative Headquarters Planning Center" to which Mr. Yanagihara belongs?

Yanagihara
NOMURA Co., Ltd. 's designers and planners are gathered at the Creative Headquarters, and the planners belong to the Planning Center. Each planner has a different range of work, and it's quite difficult to explain in one sentence, "What is a planner?"

Mr. Yokoishi
The image of NOMURA Co., Ltd. Ltd. had an impression of space = three-dimensional objects, but what did the planners do?

Yanagihara
Basically, the main axis is to create an experience through the space, but in addition to the interiors and sculptures, I often plan the overall experience, such as creating a program to be experienced there and creating a menu of meals to be served there.

Mr. Yokoishi
Recently, it is often said that we are in an age of experience, but NOMURA Co., Ltd. has been creating experiences for a long time. How long have you been in business?

Yanagihara
It was founded in 1892, the 25th year of the Meiji era.

Mr. Yokoishi
so much! That's amazing! What did you start with?

Yanagihara
I started by making chrysanthemum dolls and stage equipment. The founder, Taisuke Nomura, is said to have surprised and entertained the people who gathered there by using gimmicks and tricks that were unthinkable at the time.

Mr. Yokoishi
That kind of thinking has been cherished ever since the company was founded.

Yanagihara
Our company loves the phrase “creating joy and excitement” (it is also the company’s mission), and we have always cherished it.

Mr. Yokoishi
I'm also a planner, but I do a lot of things other than thinking, so if I call myself a producer, I end up looking like a "jack of all trades"... When I was confused and wondered if there was a better way to do it, I came across the "Preference Map". Today, I would like to create this “partiality map” and learn more about Mr. Yanagihara.

❷Creating a “partiality map”

Mr. Yokoishi
Let's start making a "favorite map". Just write whatever you like. As much as possible, I think that if you put out as many things and things as possible from the perspective of "People think it's worthless, but I like it," I think it'll be a good feeling. Please make it like Mr. Yanagihara!

❸ Announcing the “Preference Map”!

"Eat well, drink well"
I work for this. Rather than wanting to get drunk, I want to taste delicious food anyway.

"Rice and seaweed"
Seaweed is ordered from various places. Right now, the Nori shop in Saga is my favorite, but recently I came across a Nori shop in Hiroshima and I'm curious. For a while, I used to use Nita rice from Shimane, but now I switched to Iwate's "Konjiki no Kaze" because it's so delicious!
Yokoishi: It feels like we're talking about celebrities (laughs). 

"Look at stars, look at topography, look at minerals"
When I looked up at the night sky yesterday, the shape of the moon and the brightest stars were in a very good positional relationship! I see that on a daily basis. Even if you go on a business trip, if you see a characteristic topography, you can research it or take a picture...

"Space development"
I feel really excited. I always get excited when I see the news about the astronaut selection test. A new person was selected just the other day. The air traffic controller is also cool. I went to JAXA's open house, and I went to talk shows with air traffic controllers whose books were published and got their autographs. People involved in space development are really romantic, and I like them.

"Tool Motif Design"
Vernier calipers, hexagonal wrenches, spanners, etc. They seem to like those shapes. When I see a bottle opener with a tool motif or a tenugui, I immediately buy it. "Electronic elements" = I also love small parts such as resistors and capacitors used in electronic boards. When I was a university student, I used them to make magnets and accessories. It's a bit lonely to remember that ``I haven't been playing like that lately'' (laughs)

"trial and error"
I really liked this one too, remembering that while writing. How do you do something that doesn't go well? I liked endlessly trial and error, but I felt lonely that "I haven't been able to do it recently."
Mr. Yokoishi: You seem to go through trial and error at work! ?
Yanagihara: I think I do (laughs), but I think it's not enough!

"Watch drama"
Every night, I watch Japanese dramas while having a drink. I haven't seen it in a long time, about 8 years. One day, when I watched dramas, I realized that I could learn about things I had never experienced and the thoughts of people I had never met before. I think that it gives us a sense of values that makes us think, "Is there anyone with this kind of value?"
Mr. Yokoishi: It seems that it is not just because of work.
Yanagihara: It's easy to watch while drinking... I feel like that's the kind of compatibility (laughs). 

"Listen to researchers"
I like listening to people's stories, and the stories of researchers are especially interesting. I've been told by people that I've noticed that even though I don't necessarily have to listen to what researchers have to say, I still go and listen to what they have to say. There are many I immediately told the customer, "Please let me meet the researcher." I have met many of you.

"Hanging around" "Staying out in the open"
I like being exposed to the outside air. When I was a student, I often lay down on the ground and just daze out, so I have a desire to do it even when I grow up.

❹Discussion

Mr. Yokoishi
Thank you for your presentation. My first impression is that the five senses—sight, taste, and hearing—are well-balanced. And overall, curiosity and inquisitiveness are quite strong.

Yanagihara
In life, the tension rises when you're going through trial and error and say, "Ah! I came up with something really cool!" If you don't explore something, you can't come up with "good things", so maybe that's what it is.

Mr. Yokoishi
Then there are a lot of "things I don't know" = "things I don't have an answer for." What about the ones you see the answer to?

Yanagihara
Certainly, for example, the universe may be thrilled by the feeling of continuing to explore "what we don't know yet." Being a researcher is something I admire, and I have an image of myself as a professional.

Mr. Yokoishi
I heard from a brain scientist that there are two "motivation switches" in humans.
One is the type that makes plans in the frontal lobe and counts backward from the future. The other is a bottom-up type in which a place called VTA (ventral tegmental area) functions. For example, it seems that a switch is born when a child is playing in the sandbox.

When I asked about how to train the VTA, he said that "going to bookstores and traveling aimlessly" is stimulating and training. So Mr. Yanagihara seems to have a strong bottom-up motivation switch.

Yanagihara
Maybe I was just trying to find out what was in front of me, what I was interested in (laughs).

Mr. Yokoishi
But it's an important part for people called creators. Creativity cannot be achieved without motivation. So Mr. Yanagihara may be a typical “creator brain”.

Yanagihara
Creator brain! I'm happy! The fact that I usually enjoy my work may be related to that (laughs).

❺ Name it “XX Museum”

Mr. Yokoishi
Then, at the end of personal branding, if you name the contents of the partiality map "Yanagihara XX Museum", what is XX?

Yanagihara
Hmm...
"Instinct Museum"?
The things I've written here are things that I'm instinctively attracted to. I don't know why, but it fascinates me. When I'm doing something like this, I forget my position and role and just enjoy myself. It's packed with my instinctive enjoyment.

Mr. Yokoishi
I see, instinct! I got the impression that that instinct crossed over into your work.

Yanagihara
That's right! Instinct and work intersect...!
Members of the company often say to me, "Mr. Yanagihara looks very happy." I generally enjoy doing it.

Mr. Yokoishi
It seems that there are many things that are not instinct in your title of department manager. What kind of balance do you have?

Yanagihara
Now that you mention it... maybe there's something about that that makes it closer to instinctive enjoyment. In fact, while running my own club, I was planning annual measures with the theme of "What should I do to make money in a fun way?"

Mr. Yokoishi
I think there are various types of management, such as those who want to manage things in detail, and those who leave everything up to everyone. Which do you think you are?

Yanagihara
What you want to aim for is "I want to earn money in a fun way", and the rest is the policy of leaving it to everyone. I like to make big plans.

Mr. Yokoishi
I see. I get the impression that Mr. Yanagihara's management style is one that doesn't have a "correct answer". I think it would be scary if there is no correct answer. How do you deal with that kind of fear?

Yanagihara
Rather than feeling that kind of fear, curiosity about how to break through may be stronger. It may be that he has a dream that he can break through with a big idea rather than managing it in detail.

Mr. Yokoishi
I think students will be able to see nomlog article, so I dared to ask this question... What kind of skills do planners at NOMURA Co., Ltd. place importance on?

Yanagihara
"Curiosity" maybe. Another thing I think is important is honesty. Without any distorted pride or envy, I can honestly say, "It's fun, interesting, and delicious!" I think it's better to expose yourself without overstretching yourself.

Mr. Yokoishi
What is important for organizational change is “tacit knowledge”.
Talking about likes and dislikes doesn't really work online. The “partiality map” is a recommended method as tacit knowledge. I also understand "honesty".

Yanagihara
Planners at NOMURA Co., Ltd. want to make people happy and have a service mind. It is also a company that provides "joy and excitement", and I think that people who are more motivated to entertain others than themselves are more successful in their work.

Mr. Yokoishi
Until now, Japanese organizations have been family-run, and it was assumed that there was an individual for the organization, and business cards of the company were valued. I think it will continue to grow. An increasing number of organizations are implementing a style in which the organization supports the individual in order to make the most of each individual's individuality.

By the way, I think planners tend to stick to what they like. What do you think?

Yanagihara
Ultimately, I want to believe that people will gather in places that seem to be having fun, and that if I am having fun, the people around me will also be having fun.
Until now, I have often received work based on the company's achievements, but recently, I feel that the creators I am in charge of who have stories of their lives, experiences, and interests that they can talk about fit perfectly with customers. I feel that if the creator's interests and the customer's needs match, it will be a very good job.

Mr. Yokoishi
A team like that is strong. Customers can feel at ease when it becomes clear what they are concerned about. Mr. Yanagihara's style of management, "I will direct, but I don't have to match the style that suits each person," is a way of thinking.

Yanagihara
As the nature of experiences is diversifying, it would be nice if there were people with a variety of values, as well, unless the planners are also diverse.

Part 2: After Talk

Yokota
I think both of you have a lot to do with young people through your work. Through today's story, is there anything that you sympathize with each other?

Mr. Yokoishi
I teach at a university, and I think that the logical aspect is also important, but rather than focusing too much on academics, I believe that learning is born from the "human nature" that is rooted in practice. I have a strong desire to improve the unevenness that each person has, so I would like to focus on the process rather than the answer, and find out while talking together.

Whether it's work or education, it's fun to create something with someone else. So I sympathize with Mr. Yanagihara's management. The share-type bookstore "〇〇Bookstore" is a jointly run bookstore with 100 shelf owners, but every day is a series of surprises and discoveries.

Yokota
Mr. Yokoishi, do you like people?

Mr. Yokoishi
Hmm. I don't know that myself. It's shy, and it's a fright. But once we started talking, I was enjoying it.

Yanagihara
Together!

Mr. Yokoishi
You may be interested in "how people move" rather than "I like people". For example, creating communication that makes students want to express their true feelings. Coaching is a little different.

Yokota
I see, it's a bit more objective than emotional. In terms of how to interact with young people, do you have a stance of watching them from the sidelines by coming up with ideas while staying close to them?

Mr. Yokoishi
If you say, "I like people," I think you'll be able to get to the bottom of things, but for me, it's important to be in a state where I'm excited as I see how everyone works. And I think that the "partiality map" will be useful in order to reduce the sense of distance. Mr. Yanagihara's earlier talk about "honesty" and people's engagement are very linked. It will be effective as a career hashtag, so I have to write honestly about my way of being.

Yokota
Does it mean that it is important for each person to see their “likes”?

Mr. Yokoishi
Likes and gaps.

Yanagihara
Do you mean it's humane? It's similar to my motto, "Love the ugliness" (a phrase I liked in the drama), but I have a sense of "a human touch", that I can love people who are a little useless.

Yokota
What do you say to people who say "I don't know what they like"?

Yanagihara
There are a lot of things that you can see and say, "Huh? There is." Sometimes you can find out by asking people. Or ask a good friend. But I also understand the feelings of people who can't write. I think there are people who know more...

Yokota
It may be necessary to have the courage to say "I love you!"

Yanagihara
On the other hand, there are some jobs that I love so much that I failed. In the past, when I received a job that I liked too much, I made a proposal that was too maniac because my thinking was too biased, and I was rejected in the competition. I think there are times when it fits well, but at that time, I regret that I wasn't able to see things objectively.

Mr. Yokoishi
For example, the shared bookstore that I produce is an idea that would never have come up if I had been running a bookstore myself. It may be easier for people outside the industry to come up with new ideas.
Since I became a producer, I've longed for someone who can call themselves a ``house of ____________ (architect, for example)" and have their own field of expertise. There was a time, but recently I've come to think that it might have been better if it didn't happen.

Yanagihara
I feel like it makes a lot of sense. I also had an admiration for a specialist who was deeply involved. The planners at NOMURA Co., Ltd. may not be able to completely become the "○○ family", but it may be important to maintain a good sense of distance because they have just the right amount of love.

Mr. Yokoishi
Work is interesting.

Yokota
Lastly, I would like to ask the two of you for your impressions of today.

Mr. Yokoishi
Thank you for your time today. Motivation within the organization is also changing in an era where the demand for “diverse experiences” is exactly what the planners at NOMURA Co., Ltd. are facing. While the world is in the same situation, everyone has started to realize that it is not rich if there is only one set of values and indicators, and I feel that we are in the process of creating new value.

Among them, I hope that Mr. Yanagihara will be in a managerial position as a general manager (lol) 　From now on, I would like him to continue to ask, "Isn't there a way to do this?" It was a lot.

Yanagihara
Management positions are a bit far from my "instincts"...I've always thought that it's difficult, but now I'm trying to manage, work, and create value in a way that's different from before. Without it, I felt that the diverse experiences we proposed would not come to fruition. Today, I once again thought that it would be great if I could talk with Mr. Yokoishi and find a unique management method.

I really want to embody “fun and earn” with everyone. What should I do to get everyone to motivate their love and work? I've been thinking about it for a long time, and I feel like I've been able to see it in today's talk that I haven't been able to verbalize why I thought it was necessary.

Mr. Yokoishi
It may just be "trial and error". Because there is no answer. It's like creating something unknown together and opening it up.

Yanagihara
It would be nice if you could think, "It's fun to not understand!"
Thank you very much for today.