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Create regional innovation : Proposal of projects to attract

people visiting the Tokyo Olympic Games

Hideyuki Horii, Professori.school, The University of Tokyo

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Goal

Propose projects to attract people visiting the Tokyo Olympic Games based on findings from field observation

Mechanism for noveltyAnalogical thinking– Existing cases of regional innovation

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school Mechanisms for Novelty

1. Understanding others2. Foresight3. Clarifying concepts4. Shifting cognitive pattern5. Shifting value system6. Finding new combination7. Analogical thinking8. New objective from unexpected

use9. Table flipping 3

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schoolH. Horii

Schedule: Day one10:00-10:20 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

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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

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schoolH. Horii

Schedule: Day one10:00-10:20 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

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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

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schoolH. Horii

Schedule: Day one10:00-10:20 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

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No: 1 Title: 　 Irodori

画像（お好きなように）

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.

[Q2] What is the value created?・ Income (more than 2billion Yen / year.)・ It has stimulated and motivated the old ladies in the town.

[Q1] What is the used resource ? ・ Fallen leaves and flowers in mountainous areas.・ Old people living 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.

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schoolH. Horii

Schedule: Day one10:00-10:20 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

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SimilaritySuperficial vs Structural

Low superficial similarity– Book, Web vs Sushi, Restaurant

High structural similarity– Tayler-made proposal: Mechanism

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Amazon

Conveyor belt Sushi bar

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Analysis of mechanism for value creation

Categorization with structural similarity

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Matching unaware local value and demand

Business by finding value that local people don’t realize but outside markets highly appreciate

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Value Creation Mechanism Card

Category name: Mechanism

Explanation

Case Number

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Schedule: Day one10:00-10:20 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

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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

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Schedule: Day one10:00-10:20 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

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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

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Taylormade direct mail service for departmentstore

Taylormade Proposal Horii

From hisory information on store visit and purchase, send direct mail with taylormade discount service.

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Positive comments to ideasEvaluation criterion

– Novelty

– Effectiveness: Impact

– Feasibility

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Most families living in cities mustwant to visit the town for their children.

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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

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schoolH. Horii

Schedule: Day one10:00-10:20 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

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Task for Day two Bring your best idea

Evaluation criterion

– Novelty

– Effectiveness: Impact

– Feasibility

– Analogy

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Innovation workshop

Task: To propose a means

Means to fulfil a certain end

Means: Products, services, business, projects

Ends: To attract people visiting Tokyo

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Standard model of information processing

Input Info. on ends

Analysis of ends

Input info. on means

Analysis of means

Creation of means ideas

Refinement of ideas

Prototyping

Proposal of new ideas28