Otsuka
DIRECTOR
OTSUKA INNOVATION CO-LAB
WHAT IS YOUR DIVISION'S MISSION AND WHAT ARE YOUR RESPONSIBILITIES?
Currently, I am working at Otsuka America Inc.'s Otsuka Innovation CO-LAB on the development of new products related to health foods and beverages. We aim to create a global brand that could follow in the footsteps of Pocari Sweat. We plan to first test and validate in the U.S. market, which has significant opportunities, and then expand internationally.
WHAT LED TO THE INTRODUCTION OF VALUENEX SERVICES AT YOUR COMPANY?
There are two reasons. The first reason is to take a more comprehensive view of things. Otsuka Holdings consists of various group companies, each with a wide range of technologies and expertise. Around 2015, there was a shift within Otsuka towards strengthening internal coordination. Before that, each company operated independently, and no one had a complete picture of the whole organization. It was around that time that members of Otsuka met with Mr. Nakamura, the president of VALUENEX, and began using VALUENEX's services, which provided an opportunity to take a more comprehensive perspective.
The second reason is to identify white spaces. One of Otsuka's values is to pioneer new markets that don't yet exist, and we strongly felt that utilizing VALUENEX Radar to find white spaces aligned with this value. We found great value in the fact that VALUENEX helps us view things quantitatively and objectively while also incorporating qualitative insights to explore white spaces together with us, leading to our collaboration with VALUENEX.
WHAT HURDLES DID YOU FACE DURING INTERNAL COORDINATION FOR THE INTRODUCTION OF THIS SERVICE, AND HOW DID YOU OVERCOME THEM?
I think Mr. Nakamura, the president, knows this very well (laughs). The initial hurdle was quite high. The panoramic analysis is impactful and interesting, and that part was well captured. However, the biggest hurdle was explaining what the white space in the panoramic view actually meant. It was challenging to overcome the hurdle of how to explain it in an understandable way and how to abstract the results to clearly present them.
We found great value in the fact that VALUENEX helps us view things quantitatively and objectively while also incorporating qualitative insights to explore white spaces together with us, leading to our collaboration with VALUENEX.
IF YOU COULD GIVE YOURSELF ADVICE BEFORE USING VALUENEX SERVICES, WHAT WOULD IT BE?
At first, I thought I needed to approach the radar analysis purely from a quantitative perspective. However, I've since realized that this isn't the case. Now, I believe that it's important to use this panoramic analysis as a starting point for discussions with various people to generate new ideas. While the panoramic analysis is quantitative, it also requires qualitative insights. I would tell my past self that approaching it this way can lead to new discoveries and developments.
WHAT ORGANIZATIONAL EFFORTS ARE BEING MADE TO INTEGRATE VALUENEX SERVICES WITHIN YOUR COMPANY?
One initiative we have taken is establishing the Otsuka Innovation CO-LAB within VALUENEX's office. This allows us to work closely with VALUENEX on a project basis. For example, when Otsuka members visit Silicon Valley, they have the opportunity to interact with the VALUENEX Radar and engage with the local VALUENEX employees. Honestly, this has been the most convincing approach. Through such activities, VALUENEX's services have been rapidly spreading within the Otsuka Group. In fact, there are now members of the Otsuka Group who are not only using the consulting services but are also actively utilizing the VALUENEX Radar tool.
One of the biggest changes after introducing VALUENEX's service has been a shift in mindset, in being conscious of two lenses: one that views things objectively and comprehensively, and another that delves deeply into the details.
WHAT ARE THE RESULTS OF USING VALUENEX SERVICES?
The biggest outcome is the mental wellness project we are currently working on. We created a panoramic view of over 25,000 academic papers related to mental health to explore different approaches to managing mental well-being. We then overlaid this with existing mental health products, materials, and ingredients. This process revealed white spaces—gaps where no existing products addressed certain methods. This insight led to new ideas that have directly contributed to our product development.
WHAT HAVE BEEN THE MAJOR CHANGES AFTER INTRODUCING VALUENEX SERVICES?
One of the biggest changes after introducing your service has been a shift in mindset, in being conscious of two lenses: one that views things objectively and comprehensively, and another that delves deeply into the details. Another change is that I now use VALUENEX Radar to conduct an initial validation of my subjective hypotheses. While it's not strictly evidence-based, it allows me to assess whether my hypothesis is truly correct or if new hypotheses emerge. I believe that VALUENEX Radar is a highly persuasive tool, both for personal use and when explaining ideas to others.
VALUENEX RADAR IS OFTEN SEEN AS A COMMUNICATION TOOL, DO YOU THINK INTERNAL COMMUNICATION HAS IMPROVED?
Yes, it's an excellent tool for fostering discussions. Additionally, because it is evidence-based, it provides a lot of persuasive power, making it a valuable tool for facilitating discussions. We’ve found it to be very useful in that regard.
DO YOU THINK VALUENEX OUTPUT CAN BE USED TO ENHANCE COMPANY AND ASSET VALUATIONS?
I believe it can contribute to company evaluations and value assessments by objectively analyzing white spaces and markets.
HOW DO YOU PLAN TO PROMOTE YOUR BUSINESS THROUGH VALUENEX SERVICES?
We plan to use VALUENEX Radar as a foundation to create a unique data platform for Otsuka. For example, I think it would be interesting to create a platform that can collect data on market needs and health issues that we want to expand into in the future, and make predictions and analyses.
WHAT DO YOU THINK OF THE VALUENEX TEAM?
The members of VALUENEX are unique, aren’t they? (laughs). They are unique and come from diverse backgrounds. There's not a single ordinary person among them. In fact, this is something that Otsuka really likes about them—it might even reflect the ideal state we aspire to be in. Even though the company has grown, VALUENEX retains a startup spirit, and I’m deeply impressed by how they have systematized their approach, both in terms of personnel and methodology. In terms of their approach, of course, they are mindful of business and profit, but they also take on new challenges and invest with a long-term perspective that is different from that of ordinary startups. This makes them unique even within Silicon Valley, and I feel a strong affinity between VALUENEX and Otsuka.
HOW DO YOU VIEW GLOBAL PERSPECTIVES?
People share common health issues and needs worldwide. Our solutions should address these global health challenges while catering to local needs. Otsuka aims to contribute to an ecosystem that enhances well-being globally, considering both people and the planet.
ANY WORDS FOR COMPANIES WHO ARE CONSIDERING USING VALUENEX?
It [the radar] allows you to see things from a broad perspective. The ability to zoom in and out, like using a lens, is truly remarkable. I believe it equips you with the skill to both zoom in on details and zoom out to see the bigger picture.