≪9/9 Consecutive Parts≫ A Message to New Business Planners: Your Plan Will Be Forgotten in 3 Seconds—Thinking About the “Reason to be Chosen” from Dog Food
✍️ Chapter 9 (Final Chapter) Why SMEs Are the Ones Who Can “Design Meaning”
Why Large Corporations Have a Structure Vulnerable to “Meaning Design”—Yet Why Do They Still Sell?
Large corporations have a foundation of abundant advertising budgets, overwhelming distribution networks, and “trust in the brand.”
The expectation that it is “reliable” and “safe” becomes a strong motivation for the initial purchase.
In fact, while many pet owners have
a sense of wanting to take responsibility for their own choices, they also harbor
anxiety about not wanting to choose the wrong product.
At this point, products on TV commercials or store shelves function as
“options to avoid the risk of not choosing.”
In other words, large-scale products provide risk-averse peace of mind by being
“well-known.”
However, that is merely the initial “reason to be chosen,” and it is difficult for it to become a “reason to continue” or a “reason to talk about it.”
If the design of meaning is shallow, empathy will not be born.
Even if they buy it, there is no sense that the “feelings reached them.”
As a result, it is easy to fall into rotational consumption where one “just happens to switch to another product.”
The “Resolution of Emotion” in SMEs is Directly Linked to the “Structure of Meaning”
SMEs can start their design from a
**reality-based “perspective of the consumer”** rather than marketing data.
For example—
PETOKOTO FOODS:
Through nutritional science-based individual design and a deli-style appearance, it achieves both a personal feel of “a meal for this child” and a sense of daily life.
It is easy for the “owner’s emotions” to enter into the daily experience of “it looks delicious” and “this is for today.”
CoCo Gourmet:
By intentionally leaving the effort of frozen storage and hot water thawing, it creates
an experience of “preparing a meal.”It functions not just as nutritional replenishment, but as
a place for “exchanging feelings.”
FANDDF’s DIY Toothpaste:
By designing it to be mixed before use, the owner gets the feeling that
“I am caring for them with my own hands.”This
“intervention of meaning” is the key to the continuation of behavior and empathy.
What these cases have in common is a design where
“why it is in this form” is connected to emotions.
It is not about specs or price, but rather
“whether that choice overlaps with one’s own actions and feelings.”
Meaning is not something added after information or function.
It is the very act of weaving the feeling of “for this child” into the design itself.
That is precisely why SMEs have a path to victory.
Being able to pick up small voices.
Being sensitive to the fluctuations of emotion.
Having mobility and deep relationships.
That is a **“resolution”** that is difficult for large corporations to possess, and that is why—
Companies that can design meaning are the ones that will be chosen, talked about, and continued in the coming era.
<<Chapter 9 Complete. 'To New Business Planners: Your Proposal Will Be Forgotten in 3 Seconds—Thinking About the 'Reason for Being Chosen' from Dog Food' Finished.>>