Reading Record - 21: The Power of Verbalization

This book is easier to read than I expected.
That is likely due to the writing style. However, I think what is written hits the nail on the head.

I think it is a good book that everyone should read at least once.

Takahiro Miura is a person who has been active on the front lines of advertising and branding as a creative director. After joining Hakuhodo, he was involved in communication design for numerous companies and brands before becoming independent and establishing 'The Breakthrough Company GO'.

In this book, 'The Power of Verbalization,' he explains the importance of converting one's thoughts, emotions, and values into a form that can be conveyed to others without leaving them ambiguous. A state of being unable to put things into words is a sign that one's thinking is unorganized, which lowers the quality of actions and judgments. That is precisely why one needs an attitude of consciously choosing what to verbalize and how.

Do not confuse facts, emotions, and interpretations.
If you want to clear your thoughts, separate the events that occurred, what you felt, and what meaning you derive from them, and put them into words. Moreover, use the strongest words possible.

The power of verbalization is not a technique of expression.
It is the fundamental strength required to deepen thinking, attitude, self-understanding, and understanding of others all at once.

Let me give you an example.

When companies make vague requests like 'we want to target young people,' 'we want to be more edgy,' or 'we want to refresh the brand,' you cannot provide an accurate answer if you take those words at face value. In such cases, you should re-verbalize them by asking, 'For whom is this, and what would success look like?' or 'Why is this necessary now?' When you do this, things hidden behind abstract terms like 'targeting young people'—such as 'anxiety that existing customers are aging' or 'the reality that employees themselves no longer feel proud'—often emerge.

Even when meetings or projects do not progress well, it often looks like opinions are clashing, but in reality, it is just that the 'premises' are not shared. In such cases, if you put into words and visualize 'what you are arguing about,' the discussion will be organized all at once.

What should be verbalized is not the conclusion or the answer.
It is the sense of discomfort, the premises, and the standards.