The Power of Notes to Deepen Thinking: 'TAKE NOTES!' by Sönke Ahrens [From a Marketing Planner's Bookshelf #2]

Hello. I am Satake, head of the 'Mitaka Sales Promotion Design Lab,' a virtual laboratory for thinking about community-based sales promotion.

How are you spending your weekend? Stepping away from the hustle and bustle of the work week to take time to carefully organize your thoughts is one of the luxuries of a weekend.

■ Review of the previous session
What the four-layer structure of information taught us

Last time, we took up Shinichi Kushima's 'Information' and delved into the four-layer structure of 'Data -> Information -> Knowledge -> Wisdom.' I explained that by understanding the essence of information, the way you handle information in your daily work will change dramatically.

However, a question arose here.

'What should we do in the process of sublimating data into knowledge and wisdom?'

The book I am introducing this time provides a part of the answer.

■ Bibliographic information

Title: 'TAKE NOTES! - How to naturally create your own unique output with notes'
Author: Sönke Ahrens
Translator: Yumeko Futaki
Publisher: Nikkei BP
Note: The paperback edition 'Taking notes becomes an asset' is also available with the same content

[E-book/Hardcover]

[Paperback]

■ Why 'notes' now?

In 2025, generative AI such as ChatGPT, Claude, and Gemini will dramatically streamline information processing. Even so, or rather, precisely because of this, the importance of 'the ability to think for oneself' and 'creative thinking ability' is increasing.

This book, 'TAKE NOTES!', proposes a way to deepen thinking itself through the most basic act of 'taking notes' in such an era.

■ 3 note revolutions that can be used in the field

1. Zettelkasten: New perspectives born from connections

The core of this book is the 'Zettelkasten' method.
This method, devised by 20th-century sociologist Niklas Luhmann, is surprisingly simple at first glance. It is a system of writing ideas and information on individual cards and finding connections between them.

[Practical examples in marketing]

• Market analysis notes → Card 1

• Customer feedback → Card 2

• Industry trends → Card 3

• Key points from internal discussions → Card 4

The important thing is to tag or keyword each card with the perspective of 'What other information does this connect to?' In this process, unexpected relationships become visible.

In terms of the 'four-layer structure of information' from last time, this is the concrete process of sublimating scattered 'information' into 'knowledge'.

2. From 'Memory' to 'Thinking': Changing the Purpose of Notes

This book proposes a perspective that shifts the purpose of note-taking from 'for memory' to 'for thinking'.

Conventional notes: Recording to avoid forgetting
Thinking notes: Recording to think

The book presents three points for this transition.

1. Utilize the power of handwriting
While the convenience of digital tools goes without saying, the act of handwriting—such as drawing rough sketches or connecting keywords with lines—stimulates the brain and generates new ideas.

2. Write in your own words
Instead of copying and pasting data or material content, digest it in your own way and write it down. In this process, information is understood more deeply and becomes established as usable knowledge.

3. Maintain a critical perspective
Do not take the information in front of you at face value; consciously explore viewpoints from different angles. This attitude leads to a more multifaceted and deeper understanding.

3. Innovation is Born from Accumulation

What is particularly impressive is the book's approach to innovation.

'Innovative ideas are not born from sudden flashes of inspiration, but from the accumulation of small daily insights'

This perspective is deeply connected to the creative process in advertising. Points that caught your attention while looking at market data, impressive phrases from customer feedback, and hints gained from daily observations—

By discovering unexpected connections between these fragmented pieces of information, new value is born.

■ Weekend Practice
Start 'Thinking Notes'

Here is a practice method I would like you to try this weekend. Please use your preferred method, whether analog or digital.

【30-Minute Challenge: Connection Notes】

For the analog crowd

1. Preparation (5 minutes)

   • Prepare a planner, notebook, or small cards

   • Recall 3 things that caught your attention in your work this week

2. Writing (15 minutes)

   • Write each item on a separate sheet in your own words

   • Also record 'Why did it catch my attention?'

3. Connecting (10 minutes)

   • Are there any commonalities or connections between the 3 items?

   • Visualize by connecting them with lines or drawing arrows

For the digital crowd

1. Prepare(5 minutes)

   • Launch your smartphone note app, Notion, Obsidian, MindMeister, or similar

   • Recall three things that caught your attention in your work this week

2. Write down(15 minutes)

   • Record each item on a separate note or page in your own words

   • If a tag feature is available, add tags like #insight #task #idea

   • Also record 'Why did this catch my attention?'

3. Connect(10 minutes)

   • Explore relationships using link features or tag searches

   • If a mind map feature is available, visually represent the connections

   • Group by common keywords

[Tips for utilizing digital tools]

• Utilize searchability: Standardize keywords so they are easy to look back on later

• Utilize linking functions: Connect related notes to each other

• Date management: Record when the insight occurred

With either method, this small practice might generate a new perspective—a 'Oh, come to think of it...' moment—in next week's planning meeting or strategy development.

■ Connection to the previous article
Toward the complete form of information utilization

The 'four-layer structure of information' from the previous article and the 'thinking notes' from this one are actually closely linked.

• Data and information stage: An area where AI excels

• Sublimation into knowledge and wisdom: An area where human thinking and note-taking demonstrate their true value

Now that generative AI can analyze vast amounts of data in an instant, the human role in 'what to think about it' and 'what connections to discover' is becoming even more important.

■ In conclusion
Note-taking as mental training

'TAKE NOTES!' proposes a method to transform note-taking from a mere recording tool into a tool for deepening thought and enhancing creativity.

Even in this modern age of advanced digital tools—or perhaps precisely because of it—we need to return to the essence of 'thinking'.

In planning meetings starting next week, in strategy development, and in your daily work—the accumulation of small 'connected notes' may be the key to unlocking new possibilities.

[To our readers] If you have read this article and actually tried 'connected notes,' please share your experience in the comments. Your practical examples will surely provide hints for other readers as well.

■ Inquiries

Official Website: https://satake-p.com/ (Please contact us here for business consultations)

Director Profile
Shoji Satake | Representative Director, Satake Planning Office Co., Ltd.

Proposing sales promotion strategies centered on the consumer perspective in the retail and service industry. Supporting the creation of 'effective sales promotions' and 'mechanisms to encourage store visits' through 'hybrid sales promotion design' that combines over 20 years of experience as a marketing planner, data analysis, and AI utilization.

Bring next-generation design power to your sales promotions, too.

Likes, comments, and follows are very welcome. Please join us as a 'reader researcher' to explore hints for sales promotion together.

*This note is presented under the setting of a fictional research institute (Mitaka Sales Promotion Design Lab) operated by Satake Planning Office Co., Ltd.