Modern society is like a movie where you can see the ending

— In an era where nothing beyond our imagination is born anymore

Recent society is like a movie where you can read every plot twist.

How the protagonist will act, what the villain will do, where the plot twist will happen—
you can already tell everything just from the trailer.
You can watch it with peace of mind, but your heart is no longer moved.

We may be living in such an "era where the plot is visible."

An era of uncertainty? In reality, it is an "era dominated by certainty"

In the business world, it is often called the "VUCA era" or the "era of uncertainty."
Change is intense, and the future is unpredictable. Therefore, move flexibly and agilely.

But is that really the case?

Today's society is far more predictable than in the past.
Big data, AI, marketing analysis, user modeling...
What will be a hit, who will buy, when is the optimal move. Many things have become readable.

Yet, why is it somewhat boring and filled with a sense of stagnation?

A society that does not present anything beyond imagination cannot cultivate the desire to buy

Once upon a time, the future was freer and more exciting.
New products and values appeared one after another, and the surprise of "What is this!?" stimulated consumption.

But now, there are many products and services that "look like something I've seen before."
The design, functions, and delivery methods are all polished as if they were the result of being "learned" somewhere.

Consumers also feel, "I don't really need that right now, do I?"
In other words, the "encounter with the unknown" that stirs up the desire to buy has been lost.

Algorithmic optimization has raised "small consumers"

One of the reasons for this is personal optimization by algorithms.

We have now come to automatically receive products and content that "perfectly match" our tastes.
At first glance, it is convenient and rational. But in reality, proposals that go beyond the framework of our imagination do not appear.

In a world where only things you seem to like appear, new tastes do not grow.

As a result, consumers increasingly become satisfied within a "safe zone."
Choices that don't fail, small comforts, small satisfactions.
Companies are unintentionally raising "small consumers."

And the price for that will surely come back to haunt us somewhere.
The shrinking of the entire market, the exhaustion of creativity, the disappearance of enthusiasm for brands—
perhaps the signs of that have already begun.

When management became too defensive, excitement died

Classic films of the past always had that 'moment that defies the audience's expectations.'
People were passionate precisely because they couldn't predict the plot. They wanted to see what came next.

But what about corporate management today?

'What's the payback period for that idea? What's the ROI? How does it differentiate from competitors?'
A numerical yardstick is thrust into a project before it even has a chance to sprout.
Research that might not be profitable or outlandish attempts are dismissed as 'unrealistic.'

Defensive management has rejected 'creation that exceeds imagination.'

Can we regain the courage to defy expectations once again?

This is not just a matter of marketing or management.
Society as a whole is afraid of stepping 'outside of imagination.'

But the more we shut ourselves into predictable frameworks like that,
the more boring the future becomes.
A 'too-perfect scenario' that moves no one's heart is covering the world.

We must ask ourselves once again.

The future lies outside of imagination.

Who would want to watch a movie twice if they could already see the next turn of events?
A society where you can read the ending is the same.
Even if it's fine the first time,there is no lasting enthusiasm there.

That is precisely why what is needed now isthe courage to once again create 'something that exceeds imagination'.

Excitement is not born in a predictable society.
I believe the future lies in an 'unreadable script.'

Finally

Are you satisfied with a daily life where you can see the next turn of events?
Do the products, work, and words you create exceed someone's imagination?

So that we can say 'YES' to this question once again.
I want to aim fortrue interest—something that cannot be reached through safety and rationality alone.