It has been a long time since companies began to demand “innovation” in order to achieve major changes. But it’s easier said than done, and many companies continue to trial and error.
On the other hand, there are many examples of the future depicted in SF (science fiction) works represented by novels and movies being realized. There is no doubt that the desire for a fictional world like science fiction is one of the paths that will lead mankind into the future. From that point of view,science fiction prototypingis spreading in the business fieldMichito MiyamotoMr.Ricohdraw the future ten years from nowMIRAI projectis the leader ofMasaaki OnoTogether with him, we will talk about the process of innovating and creating the future.
Sci-fi prototyping tells the future like fiction
——What do you find difficult about envisioning the future? How do you solve it in SF prototyping?
Mr. Masaaki Ono (hereafter, Ono)In the MIRAI project, which was launched to envision Ricoh’s future, we had many brainstorming sessions with internal and external members. But we all envision a similar future. It can be said that there is a sense of unity, but there is no surprise. I think it’s difficult to get caught up in the present when drawing the future.
Mr. Michihito Miyamoto (hereafter referred to as Miyamoto)SF prototyping is exactly what breaks down that. Simply put, it is a method in which everyone creates fiction, talks about it, shares a vision of the future, and discusses it.
It is common to choose “safe things” even when trying to do something new. If you fail, you may have to take responsibility, and you can’t keep face. But if you base it on ‘science fiction’, you can make a leap forward.
When I hold workshops, I often ask people to imagine the future 40 years from now. From there”A process called “backcasting” that leads to what to do now by calculating backwards from the envisioned futureBy doing so, I can draw concrete ideas that are not on the extension of the current line.
Backcasting and forecasting are performed separately and in parallel
——I heard that Mr. Miyamoto is also participating in the MIRAI project that Mr. Ono is working on. What kind of initiatives are you taking in the MIRAI project?
OnoThe MIRAI project started in late August 2022. In formulating medium- to long-term strategies, Ricoh is a project that envisions the future of MFPs (multi-function printers and peripherals) in 10 years. Normally, when a company draws a model roadmap for about 3 to 5 years, it ends up being a project like “repeated upgrades of existing products”.Our mission is to break the established route and draw the futureis.
The MIRAI project runs three subprojects in parallel. There is also an open innovation contest that solicits ideas from the outside, and a process of forecasting the future from reality using design thinking. And the other is the SF prototyping project that I’m asking Mr. Miyamoto to do.
Mr. Dojin Miyamoto / Born in 1989. Specially appointed researcher at the University of Tokyo VR Center, science and cultural writer, SF consultant. He holds a Ph.D. (Science, University of Tokyo). He engages in research, creation, and business in order to build an open relationship between science and technology, entertainment, and society. In his single book “How to destroy the old future? , and edited books such as SF Thinking, SF Prototyping, and Where Will the Player Go? He has developed a method of co-creating the future using fiction, and is conducting workshops at numerous companies.
MiyamotoI think it’s great that it’s divided into three sub-projects. Many companies cannot divide multiple projects and end up in a dark pot. Science fiction prototyping emphasizes long-term strategy over short-term results.If you mix the forecasting concept from the beginning, you tend to settle for mediocre ideas.It should be noted that it is.
OnoOn the other hand, we also hold an open innovation contest and solicit applications from the general public.The contents are registered by 5 million users, mainly students and innovators.platformWe are soliciting future possibilities for MFPs. We have prepared four categories for the recruitment themes. “A world that requires paper” and “a paperless world” are forecasts. On the other hand, Mr. Miyamoto and I think of “the future world created as a result of SF prototyping” is a backcast. In addition, there is also a “wild card” category that does not belong to any of the three.
MiyamotoAfter thinking about a sci-fi future, you have prepared a number of leads to connect to it. We are soliciting ideas not only from within the company, but also from young people such as students. Being able to design three-dimensionally to that extent is the best environment for SF prototyping that does not end with a flash of inspiration.
Anxiety is inherent in sci-fi prototyping
————What kind of things should we pay attention to when proceeding with SF prototyping? How are you doing this within Ricoh?
MiyamotoWhen backcasting from a sci-fi future, it’s important not to be fooled by the reassurance that comes with forecasting. The trick is to endure the desire to immediately connect with existing company resources and think about what to do now only when you can see 40 to 10 years from now. Even if you know it, there are many patterns where output is requested from the upper management in the middle of the project and as a result of running away to the forecast, only a typical future comes out.
As an aside as a metaphor… I recently started AGA (thinning hair) treatment. However, depending on the person, the old and weak hair will fall out for the first month or so. When I see it at this timing, I think, ‘The treatment doesn’t work.’ But that’s the key to growing new hair, and six months from now, everyone will think, “Well, it worked.”
OnoEven if I was told to “give results in the middle”… (laughs).
MiyamotoThat’s impossible. It might look a little negative.
Mr. Masaaki Ono / Ricoh Digital Products Overseas Marketing Group Leader. After joining Ricoh in 1999, he was in charge of products for the domestic market in the Tokyo metropolitan area and Tohoku. In 2008, he turned to overseas business and worked in charge of MFP products for overseas markets. During his residency, he was in charge of marketing in the US market and dealer business strategy, and practiced hands-on approach overseas as well. Incumbent since 2019. He became the leader of the MIRAI project, which was launched in the summer of 2022 to study future MFPs, and is coordinating multiple subprojects.
OnoIn order to promote the understanding of those around us, we are conducting a “grassroots movement” such as sending activity reports by e-mail and disseminating information on SNS. If you explain personally, you may get supportive voices and useful information. I just got a call from America this morning saying that there is another way to do this.
MiyamotoIn addition, I believe that diversity is important in sci-fi prototyping. At one company, I requested that members be selected with an emphasis on diversity, but they were all men in their 60s. I was told that I am “diversified” because my Ph.D. is in a different field, but when I think about the future of the company, it definitely results in a lack of various perspectives and considerations (laughs). In that respect, Ricoh adjusted the balance.
OnoWe try to be diverse in terms of age, gender, and expertise. Even in the second or third year after joining the company, he gives his candid opinions at workshops. There are three gadget ideas that came out of the workshop.
One is “Resolution Onion Skin”, which is a tool that allows you to freely select the resolution and exchange it, because there is a large loss if the resolution is too high or too low when communicating information. In addition, the “Ho-Ren-So Game” is a game that makes reporting, contacting, and consulting, which are essential for work, fun. “Unlimited Vending Machine” is a vending machine that allows you to easily buy and sell skills and goods within a company. Imagine a world with these gadgets, and think about the role of future MFPs in that world.
However, I’m still worried about how Ricoh’s own future will be drawn from here.
Mr. Miyamoto’s first single book “How to destroy the old future? How to create and use a “story” that rewrites the world” (Kobunsha)
MiyamotoRather, the secret of SF prototyping lies in intentionally creating a situation in which people are worried about whether a solution will really come out. If it’s an idea that leads directly to an easy solution, it’s just going to be a common one. Takeo Kanade, who specializes in robotics, said, “Think like an amateur, act like an expert’ is saying.
Many companies first gather experts and listen to their opinions, feel relieved that they understand, and then proceed with the project without continuing their studies. However, in my opinion, the first step should be to fantasize with all one’s might, and halfway through get advice from experts and act as an expert. I think it’s good to take anxiety as evidence that you’re not running away from cheap tiles (laughs).
From now on, in a world where everyone can share their opinions
——Please tell us your thoughts on the future of the MIRAI project and what corporate activities should be in the future.
OnoRegarding the MIRAI project, we are still at a stage where we have not yet seen the direction of the three sub-projects, but after clearly deciding on the important worldviews such as marketability, social background, and work style, we spent about a month refining them. I want to get involved.
Miyamoto Companies that can say that they cannot see the future are strongIsn’t it? Many companies say, “We are looking to the future,” but I don’t think so. Speaking from my experience of being involved in a large number of future co-creation projects, the more I do it, the less I understand the future. However, the resolution of “what is unknown about the future” gradually increases, and from there, paradoxically, we can see what we should do.
OnoIf you say “I don’t know”, I feel that the needs of customers are changing from the past. As a result, the people who interact with customers, such as sales companies, are also changing. Therefore, just developing high-performance products is not enough to sell them.
Detailed needs, that is, diversity is required.It is a must to create a mechanism to catch them quickly and feed them backI think it is.
Ricoh has the technology, even if it’s just a miso. In addition to providing high-performance hardware, we would like to provide products that are close to our customers as edge devices for companies that provide digital services.
MiyamotoObserving changes in people will also lead to the realization of a society where everyone can freely talk about the future. The ideas of “amateurs” create the future. And it is the role of the ‘professional’ to prepare that environment. I believe that the future of a company depends on the resolve to not choose the easy path for oneself alone.
Click here for more information about Ricoh
Source: BusinessInsider
Emma Warren is a well-known author and market analyst who writes for 24 news breaker. She is an expert in her field and her articles provide readers with insightful and informative analysis on the latest market trends and developments. With a keen understanding of the economy and a talent for explaining complex issues in an easy-to-understand manner, Emma’s writing is a must-read for anyone interested in staying up-to-date on the latest market news.