"It was beyond my imagination." In that moment, people want to tell someone. —In the AI era, the value of 'experience' becomes even higher—

People do not write reviews when things go as expected

When was the last time you wrote a review on Google Maps?
When did you write a review on Amazon?
When did you introduce a shop on your Instagram story?
Or, in a conversation with a friend,
"This place was really great."
When did you find yourself wanting to tell someone about it?
If you look back a little, you will notice something strange.

It is surprisingly rare to go out of your way to recommend a shop or service that was just as expected.
Of course, when you feel something was "bad," you may want to share that experience.
But what truly moves the heart is when expectations are greatly exceeded.
"It was beyond my imagination."
"I want to go again."
"I want to tell someone about this."
When people have such an experience, they naturally want to tell someone.
Recently, I have come to think that this might be connected to the essence of work.

Information has increased. But the value of experience will become even higher.

With the evolution of AI, the way we obtain information has changed significantly.
If you want to know something, you search for it.
Now, you don't even need to do that.
If you ask AI, it will organize the main points and even compare them in a few seconds.
Product features.
Travel destination candidates.
Work-related research.
Information that used to take time to gather can now be easily obtained by anyone.
In other words, it has become an era where it is difficult to create a difference just by "knowing information."

So, what will increase in value from now on?
I believe it is "experience."
Actually eating it.
Actually staying there.
Actually using it.
Actually meeting them.
Experiences that only that person can talk about have a value that cannot be replaced by AI.
That is why, right now, what many people are looking at is not information sent out by companies.
It is the voices of people who have actually experienced it.

People are looking at someone's experience, not information

Before going on a trip, I look at Google Maps reviews.
Before buying a product, I look at Amazon reviews.
When looking for a restaurant, I look at Instagram or TikTok.
I check how it is actually used on YouTube.
Every day, we make decisions by referring to stories of what someone has actually experienced.
Rather than looking at advertisements, the impressions of people who have actually used it.
Rather than reading company explanations, a word from someone who has been there.
That is because we feel that is more reliable.
In the world of marketing, content sent out by users themselves like this is called "UGC (User Generated Content)."

But I don't think the essence is the term UGC.
What is more important is,
"Why did that person go out of their way to share it?"
that is the point.
People do not write reviews when things go as expected.
They do not introduce them when things go as expected.
They do not post on social media when things go as expected.
Then, when do people take action?
It is when expectations are exceeded.
"I didn't think it would be this good."
"I want to tell my friends about this."
"I want to go again."
The moment their heart is moved like that, people naturally want to tell someone.
I believe that this simple fact is the most important way of thinking for brand building in the coming era.

Reviews are not born from 'requests'

As a company,
"Please write a review."
"We would appreciate a review."
I understand the feeling of wanting to ask that.
Of course, I don't think that is a bad thing.
But aren't the reviews that truly move hearts not the ones written because they were asked, but the ones born as a result of wanting to write them?
Therefore, what companies should really think about is,
"How can we get people to write reviews?"
instead of,
"How can we deliver an experience that exceeds expectations?"
is what I think.
Reviews are not the goal.
There is a cause called an experience that exceeds expectations, and it is something that is naturally born as a result.

That is precisely why there is value that cannot be easily created by AI.
It is born precisely because a person's heart was moved.
I think that is what a truly valuable review is.

What I want to deliver is an 'experience that makes you want to tell someone'

This way of thinking is connected to all the work I am involved in.

Whether it is running a select shop at hibino,
holding the "Daily Life Marche,"
or planning the Meguro Beer Garden,
selling products or holding events themselves is not the goal.
At that place,
"It was beyond my imagination."
delivering an experience that makes you think that.
For example, an unexpected encounter with a product.
Conversation with the shop owner.
Connection with local people.
A comfortable time spent with friends and family.
Such experiences lead to feelings of,
"I want to come again."
"I want to invite that person next time."
As a result, reviews are born, introductions are born, and the brand grows.
I believe that order is important.

Sales and startup support, the essence is the same

This is the same for sales.
If it is a proposal that meets expectations,
"Thank you very much."
it ends there.
But when you can make a proposal that exceeds expectations,
"I want to introduce you to my acquaintances."
those words are born.
It is the same for startup support.
You are not introduced because you taught them know-how.
That person's life moved forward.
There was a change beyond imagination.
That is why they want to introduce you to someone important to them.
An introduction is proof of trust.
And I think trust is born from experiences that exceed expectations.

The value that people deliver, precisely because it is the AI era

AI will continue to evolve.
Information should be delivered faster and more accurately.
That is precisely why I think the value that people deliver will change.
Not by conveying knowledge,
but by delivering experiences that move the heart.
Not by delivering information,
but by delivering the memory that "it was beyond my imagination."
A brand is not a logo.

It is not an advertisement.
It is not the number of followers.
I think it is the accumulation of experiences that remain in people's memories.
But what moves people's hearts is the story that someone has actually experienced.
That is why I want to continue to value delivering experiences that make people think "it was beyond my imagination," rather than making the provision of products or services the goal.
The accumulation of that leads to someone's "I want to come again," leads to "I want to introduce them to that person," and little by little, it becomes a brand.
I believe that.
Thank you for reading until the end.

Yasuhiro Yoshikawa