Emerging countries are growing at accelerated rates while the Japanese economy remains stagnant with the domestic markets facing ever-harsher growth forecasts. How can Japanese companies survive the 21st century? Can we remain viable in tomorrowfs markets without raising global competitiveness through public-private efforts?
Yet, we Japanese have great technologies and expertise. The Japanese peoplefs willingness to work hard and attention to details and the resulting advanced product development capabilities have been driving the countryfs economic growth up to the present. The greatest challenge facing us in todayfs ever-changing global markets is whether and how our refined products and technologies can continue to enjoy superiority and higher user preference in overseas markets as well.
The keys to success common to todayfs high growth global companies and brands, such as Apple and Samsung, are not only improvement in product quality and functionality that made their offerings comparable to Japanese products, but also their design quality and the brand power that informs all aspects of a product. We live in a time in which products need two wheels - functionality and feeling - to be globally competitive.
We call these two wheels as the Rational axis and Emotional axis.
The point is to pursue the Rational axis that communicates quantitative persuasive messages (technologies and functions) and the Emotional axis that allows users to understand the product tactilely and visually (brand image and product design) in a balanced manner. Until today, many Japanese products had focused mainly on quality, technologies and functionality, thereby lagging behind overseas brands in understanding emotional needs of the user.
Not surprisingly, Japan boasts many quality products apart from those manufactured by large companies. There are also many ambitious corporate leaders in the country who are determined to compete in global markets with their products.
As our trade name reminds us, our mission at w-axis is to provide consulting services to help corporations achieve a maximum balance between these two axes and assist them in creating globally-competitive Japanese products and brands.
Yet, we Japanese have great technologies and expertise. The Japanese peoplefs willingness to work hard and attention to details and the resulting advanced product development capabilities have been driving the countryfs economic growth up to the present. The greatest challenge facing us in todayfs ever-changing global markets is whether and how our refined products and technologies can continue to enjoy superiority and higher user preference in overseas markets as well.
The keys to success common to todayfs high growth global companies and brands, such as Apple and Samsung, are not only improvement in product quality and functionality that made their offerings comparable to Japanese products, but also their design quality and the brand power that informs all aspects of a product. We live in a time in which products need two wheels - functionality and feeling - to be globally competitive.
We call these two wheels as the Rational axis and Emotional axis.
The point is to pursue the Rational axis that communicates quantitative persuasive messages (technologies and functions) and the Emotional axis that allows users to understand the product tactilely and visually (brand image and product design) in a balanced manner. Until today, many Japanese products had focused mainly on quality, technologies and functionality, thereby lagging behind overseas brands in understanding emotional needs of the user.
Not surprisingly, Japan boasts many quality products apart from those manufactured by large companies. There are also many ambitious corporate leaders in the country who are determined to compete in global markets with their products.
As our trade name reminds us, our mission at w-axis is to provide consulting services to help corporations achieve a maximum balance between these two axes and assist them in creating globally-competitive Japanese products and brands.
Hiroshi Watanabe
President
President
