Fujitsu, Marui, Mitsui O.S.K. Lines…Change the future from within the organization.A way of life called “Social Intrapreneur” that is currently attracting attention

In recent years, the number of social entrepreneurs who work to secure profits while solving social issues through the power of business has been increasing. On the other hand, it is by no means the case that entrepreneurship is the only method for solving social issues.Currently, the role of a “social intrapreneur” who works on social issues while belonging to a company is attracting attention..

How should companies create new businesses while supporting the existence of social intrapreneurs? Also, how can individuals in the company with business ideas change society through this system?

On November 17, 2022, Marui Group announced theSocial Intrapreneur ForumAs a pioneer, Mitsui O.S.K.Kazuyoshi KodaMr. FujitsuTatsuya Hondais on stage, and the president of Marui Group Hiroshi AoiMr. and Outside Director Peter D. PedersenA panel talk was held with Mr.

I found an overlapping circle of social issues, business, and passion

Mr. Koda of Mitsui O.S.K. Lines said that while working in the energy transport business, he felt that he was missing something. So she uses nights and weekends to go to Shizenkan Graduate School and aim for her MBA.

After graduating, he used MOL’s employee proposal system to propose business ideas aimed at contributing to a decarbonized society.Actively regenerate and conserve marine ecosystems such as mangroves and seagrassblue carbon business”has reached adoption.

There are three reasons for starting this business.one is thisIt is said that 10 years of action will largely determine the future global environment.thing. The second is an oil spill that occurred in 2020 off the coast of Mauritius Island, involving a cargo vessel chartered by the company.on this borderWe thought about how we could have an impact on the environment that goes beyond the trade-offs while sustaining the shipping and marine business.. and the third isMr. Koda’s own passion for the seais.

“I loved the sea so much that I often went out to sea with my parents when I was a child. That is why I joined Mitsui O.S.K. Lines. I began to think, andFor me, the blue carbon business is where the three circles of social issues, our company’s business, and my passion overlap.(Mr. Koda)

When Koda first proposed the project, the company needed a negative emissions plan to offset the carbon emissions that could remain in 2050. Mr. Koda’s proposal was adopted as something that could contribute to this.In order to become a social intrapreneur, it is essential to incorporate it into corporate strategy, and timing is also important.This is an example that shows that

Mr. Koda’s team currentlyConserving and planting mangroves in Indonesia over the next 30 years, while making positive use of the network of experts he has gained through his natural environment restoration activities in Mauritius and the connections he has built with the local community through his shipping business. planWe are promoting. We also plan to introduce Silvo Fishery*, which will contribute to improving the lives of local people by combining mangrove forest development and fishing.

* A method that combines “Silviculture” and “Fishery” to create benefits from both mangrove forest development and aquaculture restoration. This will enable sustainable forest management and aquaculture management.

Get a job at Fujitsu with a business idea

Like Mr. Koda, there are cases where people come up with entrepreneurial ideas while working in the company,Get a job at a large company to realize your original business ideaThere is also a case called.Large companies have the resources, such as funds and human resources, to shape their businessesBody.

Mr. Honda, who currently belongs to Fujitsu, has a history of participating in a sign language circle and starting an NPO after meeting a deaf person in college.Since that time, we have gradually developed a user interface that indicates the volume of sound using the intensity of light and vibration.Ontenna”is. In the master’s program,Selected as an “unexplored project” sponsored by the Ministry of Economy, Trade and Industry and the Information-technology Promotion Agency (IPA), and has also secured development costs..

However, it was not immediately commercialized. After completing his master’s degree, Mr. Honda got a job as a designer at an electrical equipment manufacturer. He presented Ontenna there, but he was dismissed, saying, “I’m a newcomer, so I’d rather learn my job than that.”

On the other hand, social recognition of Ontenna gradually spreads, and it will be picked up by the media.

“At a time when I was in a state of confusion, a person from the Ministry of Economy, Trade and Industry who I met through the MITOU Project introduced me to a Fujitsu executive.Then, on the spot, he said, “It’s interesting, so try it at our company.”. I quit my previous company after eight months and joined Fujitsu.” (Mr. Honda)

Ontenna was commercialized as part of Fujitsu’s open innovation activities aimed at resolving social issues, and is currently used at over 80% of schools for the deaf nationwide.. Furthermore, in 2021, a project team will be launched by Fujitsu, JR East, and Dai Nippon Printing.It uses AI to identify station sounds and displays characters, sign language, and onomatopoeia in real time.Ekimatope”and are expanding its activities.

Existence of a “co-traveler” to promote new business together

MARUI GROUP has, as an initiative to promote intrapreneur,An official initiative where employees interested in issues gather to propose solutionsThere is an activity called As part of these activities, in October 2022, the book “The Intrapreneur’s Guide to Pathfinding” by the League of Intrapreneurs, a global learning community for social intrapreneurs, will be published.”Social Intrapreneur – A way of life that can change the future while working at a company -“(Productivity Publishing) translated and published.

When asked about Mr. Honda’s background, Mr. Aoi said, “I was surprised to find out that he had come to work for a large company with an idea for a new business.I want to find different patterns and methods.” he said.

While mentioning the book, Mr. Honda mentions, “There is a description of ‘co-traveler’ (travel companion).I can’t do it alone, so I have to find a companion to create a new business and make it a reality.. In my case, I think I was recognized because I had a track record in the MITOH Project.”

Mr. Koda, who has always been interested in ESG etc., re-learned at graduate school,I felt like a fire was lit inside me.I didn’t want to put out this fire’ he recalls.

“Graduate school gave me an opportunity to stop and re-examine my core.In addition, since there were many ambitious people, I was able to get a stimulus that I could not get from working alone.

Before I made the proposal at the company, I received a lot of feedback from graduate students, so I feel like my fellow graduate students are “co-travellers.” (Mr. Koda)

When the fire is about to go out, return to the origin

Based on the ideas of children at a school for the deaf, Ekimatope was implemented in three months from the idea.. As mentioned above,This project crosses many large companies such as Fujitsu, JR East, and Dai Nippon Printing.. Mr. Honda says that it is “unusual” to reach the implementation in such a short period of time.

“By giving a presentation together with the children of the school for the deaf, the adults who were present at the time became aware that they had to do something about it.The feeling of groove on the spot is very important to promote the business(Mr. Honda)

Mr. Koda nodded at this and said, “IFor co-travellers, choose “self-combustion” people who will be inflamed by listening to stories, and “non-combustibility” people who will be influenced and inflamed.I’m doing it,” commented.

Another big hurdle for social intrapreneurs is getting approval from the company they belong tois. Mr. Honda says, “There were many difficulties, such as moving departments and holding individual sessions with management, before we were able to move beyond small-scale initiatives such as CSR to promote them as a business.”

“When in doubt or when I faced a wall, I visited a school for the deaf, which can be said to be the starting point of the project. That made me want to do my best.” (Mr. Honda)

“Social intrapreneurs actually have a lot of work to do,” says Pedersen.The advantage of being able to solve social issues while belonging to a large company is great. I think it fits Japanese culture,” he said.

Mr. Aoi said, “Not only entrepreneurs who change society with their own power,By increasing the number of social intrapreneurs who change the future from within the organization at the same time, working people’s lives will be more rewarding and rewarding, and a better and happier society will be created.. It’s a movement that can only spread a lot of fire,” she concludes.

Witnessing the way of life of a social intrapreneur with my own eyes, it was a meaningful opportunity for the participants to have a definite spark of fire.

Reprinted from MASHING UP (Released on December 13, 2022)

(Sentence/interview: Rie Nakajima)

Rie Nakajima:Writer. Graduated from the Faculty of International Culture, Kobe University. While studying in England, he was impressed by news reports about poverty in Africa, and decided to become a writer. After working for a publishing company, she became independent and writes and edits in a wide range of genres such as lifestyle, business, environment, and international issues.