Don't get too hung up on functionality

Introduction

This time, I will be writing down my thoughts on this book.

This book had been on my Amazon wishlist for a while, though I don't remember why I added it. Recently, I started thinking that I needed to study money, and since it happened to be on my Amazon wishlist, I decided it was a good opportunity to purchase it.

Main Chapter

Initial Impressions

It was an interesting book that introduced new perspectives on money and business. In particular, the theme of 'Sell meaning, not functionality!' is consistent throughout every chapter, making it easy to organize in my head, and the many concrete examples made it easy to read. I think it was about 300 pages, but I finished it quite quickly. Thanks to reading this, I also felt how difficult Iwanami Shinsho books are.
The writing style is a bit pretentious, but I personally love this vibe. The parts where the author tries to sound cool and the parts where they wish for everyone's happiness are the same as me, so I personally felt a sense of affinity.

Meaning, not functionality

As mentioned above, this book consistently says 'Sell meaning, not functionality!'. I don't think you'll understand what that means, so I've summarized some concrete examples below.

What is the difference between these two? It's whether or not it is one-of-a-kind. Functionality has competitors. Everyone pursues it. Especially Japanese people. Because Japanese people have a craftsman-like national character, functionality is solid down to the smallest details. But now, Japan's population is shrinking, and most products are just reaching a passing grade for consumers. We are in a world where there is a limit to selling functionality. That's why the story is about shifting toward selling meaning.
Meaning is like buying because it's that product. Buying because it's that brand. Buying because that person is selling it. Nobody looks for functionality in Gucci. You buy it because it's that brand. You buy luxury cars because they are that brand. You aren't looking for functionality, like convenience, there. Your favorite character's acrylic stands, clothes, and posters are also included here. Before reading this book, this idea of buying meaning was not a way of thinking I liked very much; my basic mindset was, 'What's the point of buying a luxury car?' or 'A wallet from anywhere is fine.' Actually, my thoughts on luxury cars and wallets haven't changed, but my way of thinking about merchandise for my favorite characters has changed.

Buying toys

As those who have read my articles a few times might know, I am a genuine fan of the Nichiasa (Sunday morning) block. I buy a fair amount of Kamen Rider and Super Sentai merchandise. However, I was a person who bought merchandise focusing on functionality. My style was to buy things I could use daily or, in the case of toys, things that were functionally interesting. That's why I used to think things like, 'Acrylic stands are useless,' 'Soft vinyl figures that don't move... hmm,' or 'In terms of toy functionality...' But after reading this book, I decided to change my way of thinking a little.
The word 'meaning' in this book includes the cost of support. Buying because you are a fan of that person is also included here. It also includes supporting that person's life or wanting them to do something interesting with this money. In my case, it's mainly Rider and Sentai.
Until now, the functionality of the toy was a priority in my reasons for buying toys. The reason for this was the idea that it was bad to stop playing with it right after buying it, or to have it on display and not play with it much. I often want various toys themselves. There are quite a few products I hesitated to buy because the thought that it would be a waste if I didn't play with them long-term kept circling in my head. To keep playing for a long time, you need a certain amount of functionality. That's why I avoided buying products with little functionality. Of course, there is also the financial issue.
However, this idea of buying meaning is a way of thinking that affirms displaying things in your house. Displaying them in your own house and feeling self-satisfied. It's a way of thinking that allows for that. Feeling self-satisfied is essentially the same as a rich person buying a luxury car. I hadn't allowed myself to do that, but I decided to allow it starting now. If I don't allow this, I'll probably be stuck in the future too. Also, I was released from strange constraints, and I feel a little more at ease mentally.
Furthermore, if I don't spend money here, Toei and Bandai's sales will be poor, which will affect the continuation of the series. Rather, I thought it's better to spend money in the sense of supporting them. Of course, within the range I can afford.

Final Chapter

I'm glad I read it. This book was written about selling meaning rather than functionality as a means to collect money. However, I showed understanding of buying meaning from the perspective of a consumer. This is different from the intention the author wants to convey. However, I certainly understand the author's intention. If you want to understand the author's intention, please read it.