Amazing Thinking Tools: <100 Equations> to Break Through Walls

Memories over things.

This book is packed with the 35 years of 'valuable' and 'living know-how' from Toshiyuki Konishi, the person who thought up that famous copy.It is a condensed collection of his expertise.

1. Ideas, 2. Communication, 3. Work Design, and 4. Future Building. It introduces 100 thinking tools categorized into these four areas.

I felt a sense of familiarity because I had thought of something similar ('It's okay to complain!'), such as 'dissatisfaction is the source of ideas.'

If you want to 'move people' or 'encourage someone to take action', then this is a must-read!

Let's learn together!💪

Copy is a copy ➡

What is copy in the first place?

The masterpiece 'The Copywriting' that I bought to learn about that has been sitting unread on my shelf for a long time 💦

In this book, there was an explanation that copy is 'something that moves the heart' and 'something that creates a ➡ (arrow)'.

If the heart is moved, action is born. Related to this, there was also a discussion about selling 'action'.

・Friday is the day to buy wine
・Let's make curry on Mother's Day

These are examples of that. I felt that when pursuing what I want to do, I need to be properly conscious of creating 'action.'

How can I do it for zero yen?

When you set extreme conditions, you can sometimes come up with innovative ideas.

The things I want to do also require a physical store, so I expect it to be quite costly, but 'could I do it for zero yen?' might be worth considering at least once.

Also, when cutting costs, it was introduced to think 'not just a 10% cut, but how can I cut it in half?'.

You may have read about this in other books, so it might be a thinking method already used at your company.

"Fu" (Negative prefixes) are the seeds of ideas

Mr. Konishi says he enjoys all kinds of "dissatisfaction." This is because dissatisfaction is a source of ideas.

He says that not just "dissatisfaction," but anxiety, discomfort, inconvenience, impossibility, and everything else that starts with "Fu" (negative prefixes) are seeds for ideas.

I also thought that "complaints" were seeds, so I read this thinking, "Exactly!"

Giving a "name"

Isekai reincarnation and other fantasy stories often have things like giving a "name" to demi-humans or monsters makes them super strong! right?

This is the same in the real world. You must not underestimate the power of naming!

For example, instead of giving company meeting names something lame like "XX Report Meeting," give them exciting names. It boosts motivation, doesn't it?

Outputs are encountered again

Notes and memos you've organized turn into ideas when you encounter them again. It's what's known as "letting them sit."

Outputting is important, but consciously re-inputting is also important.

On note, there isn't a notification feature like "You posted this X years ago," so you need to be conscious about going back to read them yourself.

Talking about the "now" as well

If you change the future into something wonderful, the past changes

I want us to create such a future ourselves instead of leaving it to others. While there were words like this,

Don't just talk about the "future"
Talk about the "present" too

That was one point that was made.

It's good to show people dreams, but if you don't know what the current situation is, you won't knowwhat kind of "change" (gap) there is, will you?

Conversely, I'm not good at talking about the "future" or "dreams," so that's an area I'd like to polish.

Moving toward "what you want to create"

While there is often talk about making "what you like" your job, there is also talk that "'liking' something isn't enough to succeed."

In that context, Mr. Konishi's advice was:

Let's move toward the path of "what you want to create"

That was the way of thinking.

I'd like you all to think about this for yourselves, but "what you like" and "what you want to create" seem similar but are actually a bit different.

It was advice that made me think, "That might be true."

You can also make use of what you "don't have"

This was also content that made me think,"Ah, that's true!"

Having "nothing" usually has a negative image, but for example, there are cases where value is created because something that isnormally "present" in the city is "absent", aren't there?

I learned that it's important not to simply think "not having" equals "bad," but to try thinking about whether you can make use of the fact that you "don't have" it.

And so on and so forth.

Generating ideas from "what you can do" x "what the target likes"like the "White Multiplication Memo",

Tools like the "Black Division Memo" or "Dissatisfaction Bingo", the naming of the tools is clever.

There are many I would like to introduce, but since I don't want to give away too many spoilers, I highly recommend you check them out in the book yourself.

I feel it is best to start using the tools that you think "This is it!" in your practice.

Summary

I introduced a book packed with 35 years of know-how from a famous copywriter. I even thought, "Is it really okay to give away that much?" (laughs)

Working without "thinking tools" is like
stepping into the batter's box without a bat

That was written at the beginning of this book. Please make them your ownliving tools.

That's all for today's learning. Thank you for reading!
Please come back again. 👋

I learned about this book because it was introduced on the podcast of Yukari Takayama, a public speaking instructor.

Kishakoku-sensei introduced this article.
Thank you as always 😊

Reading period: 2024/11/13-2024/11/23
First edition published: 2024/07/30

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