Hideyuki Horii, Professor i.school, The University of Tokyo Create regional innovation : Proposal of projects to attract people visiting the Tokyo Olympic Games Hideyuki Horii, Professor i.school, The University of Tokyo

Goal Propose projects to attract people visiting the Tokyo Olympic Games based on findings from field observation Mechanism for novelty Analogical thinking Existing cases of regional innovation

Mechanisms for Novelty school Mechanisms for Novelty Understanding others Foresight Clarifying concepts Shifting cognitive pattern Shifting value system Finding new combination Analogical thinking New objective from unexpected use Table flipping

Schedule: Day one 10:00-10:20 Introduction 10:20-10:50 Self introduction: Tokyo’s attractive feature 10:50-12:00 Checking existing regional innovations 12:00-13:00 Lunch 13:00-14:00 Analysis of existing regional innovations 14:00-14:20 Identification of Tokyo’s attractive features 14:20-14:40 Break 14:40-16:30 Idea creation: Regional innovation 16:30-17:00 Reflection and plan of Day two

Schedule: Day two 10:00-10:30 Sharing ideas 10:30-12:00 Selection and refinement of ideas 12:00-13:00 Lunch 13:00-14:30 Preparation for final presentation 14:30-16:30 Final presentation with skit 16:30-17:00 Reflection

Schedule: Day one 10:00-10:20 Introduction 10:20-10:50 Self introduction: Tokyo’s attractive feature 10:50-12:00 Checking existing regional innovations 12:00-13:00 Lunch 13:00-14:00 Analysis of existing regional innovations 14:00-14:20 Identification of Tokyo’s attractive features 14:20-14:40 Break 14:40-16:30 Idea creation: Regional innovation 16:30-17:00 Reflection and plan of Day two

Self-introduction Select the most attractive feature of Tokyo for you : Blue Post-it Group work: Introduce yourself Explain the most attractive feature Provide comments with narrow Post-it ・The reason why it is attractive Keep them: You use them later

Schedule: Day one 10:00-10:20 Introduction 10:20-10:50 Self introduction: Tokyo’s attractive feature 10:50-12:00 Checking existing regional innovations 12:00-13:00 Lunch 13:00-14:00 Analysis of existing regional innovations 14:00-14:30 Identification of Tokyo’s attractive features 14:30-15:00 Break 15:00-16:30 Idea creation: Regional innovation 16:30-17:00 Reflection and plan of Day two

No: 1 Title: Irodori Overview ・Kamiyama-Town is a town where depopulation with rapid aging is seriously going on. Their main industries ( orange agriculture) has been facing a difficult situation since the free trade and cold wave. ・　Irodori, started in 1987,is a leaf business which old people living in the town pick fallen leaves and sell them to all around Japan though the agricultural association. ・ The leaves are used as the decoration of Japanese dishes in high-class Japanese restaurants. ・ Using the Internet market research, they identify the needs of leaf market and fulfill it. 画像（お好きなように） [Q1] What is the used resource ? ・ Fallen leaves and flowers in mountainous areas. ・ Old people living in the town [Q2] What is the value created? ・ Income (more than 2billion Yen / year.) ・ It has stimulated and motivated the old ladies in the town. [Q3] What is the mechanism of value creation ・ A man who once went out of the town returned with an idea to revitalize the town . ・The leaves is carefully selected and packed, sent to agricultural cooperative, and then shipped to all around Japan. ・Cooks come to market and bid for the leaves. ・A simple but very good match of demand and supply.

Schedule: Day one 10:00-10:20 Introduction 10:20-10:50 Self introduction: Tokyo’s attractive feature 10:50-12:00 Checking existing regional innovations 12:00-13:00 Lunch 13:00-14:00 Analysis of existing regional innovations 14:00-14:20 Identification of Tokyo’s attractive features 14:20-14:40 Break 14:40-16:30 Idea creation: Regional innovation 16:30-17:00 Reflection and plan of Day two

Similarity Superficial vs Structural Amazon Conveyor belt Sushi bar Low superficial similarity Book, Web vs Sushi, Restaurant High structural similarity Tayler-made proposal: Mechanism

Analysis of mechanism for value creation Categorization with structural similarity

Value Creation Mechanism Card 1, 2 Category name: Mechanism Matching unaware local value and demand Explanation Business by finding value that local people don’t realize but outside markets highly appreciate Case Number 1, 2

Schedule: Day one 10:00-10:20 Introduction 10:20-10:50 Self introduction: Tokyo’s attractive feature 10:50-12:00 Checking existing regional innovations 12:00-13:00 Lunch 13:00-14:00 Analysis of existing regional innovations 14:00-14:30 Break 14:30-14:50 Identification of Tokyo’s attractive features 14:50-16:30 Idea creation: Regional innovation 16:30-17:00 Reflection and plan of Day two

Tokyo’s attractive features Select the most attractive feature of Tokyo to be utilized for projects to attract people visiting the Tokyo Olympic Games One feature for each member Use Yellow (large) Post-it (with your name) Look around all the boards from the pre-module The feature selected in the self-introduction is one candidate

Schedule: Day one 10:00-10:20 Introduction 10:20-10:50 Self introduction: Tokyo’s attractive feature 10:50-12:00 Checking existing regional innovations 12:00-13:00 Lunch 13:00-14:00 Analysis of existing regional innovations 14:00-14:20 Identification of Tokyo’s attractive features 14:20-14:40 Break 14:40-16:30 Idea creation: Regional innovation 16:30-17:00 Reflection and plan of Day two

Idea Creation One member presents the attractive feature that he/she selected Create ideas of products, services, projects, etc. utilizing the feature and the mechanism of value creation of existing regional innovation Write down your idea (title) on Green Post-it and past it near the referred case Give comments with narrow Post-it

Taylormade direct mail service for department store Taylormade Proposal Horii From hisory information on store visit and purchase, send direct mail with taylormade discount service.

Positive comments to ideas Evaluation criterion Novelty Effectiveness: Impact Feasibility Most families living in cities must want to visit the town for their children.

Schedule: Day two 10:00-10:30 Sharing ideas 10:30-12:00 Selection and refinement of ideas 12:00-13:00 Lunch 13:00-14:30 Preparation for final presentation 14:30-16:30 Final presentation with skit 16:30-17:00 Reflection

Schedule: Day one 10:00-10:20 Introduction 10:20-10:50 Self introduction: Tokyo’s attractive feature 10:50-12:00 Checking existing regional innovations 12:00-13:00 Lunch 13:00-14:00 Analysis of existing regional innovations 14:00-14:20 Identification of Tokyo’s attractive features 14:20-14:40 Break 14:40-16:30 Idea creation: Regional innovation 16:30-17:00 Reflection and plan of Day two

Task for Day two Bring your best idea Evaluation criterion Novelty Effectiveness: Impact Feasibility Analogy

Innovation workshop Task: To propose a means Means to fulfil a certain end Means: Products, services, business, projects Ends: To attract people visiting Tokyo

Standard model of information processing Input Info. on ends Input info. on means Analysis of ends Analysis of means Creation of means ideas Refinement of ideas Prototyping Proposal of new ideas