Category Research & Reports

(Japanese) 企業向け調査 『マイパーパス‧アセスメント』の提供を開始します

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(Japanese) 入山章栄教授との「パーパスが企業課題解決にどのような効果を与えるか!?」のウェビナーログが公開されました

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(Japanese) 東証プライム上場のパーパス策定企業の全ステートメント2023年版を公開しました

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Viewing 2022 Through Purpose: SMO’s Purpose Statement List 2022

Last summer at SMO、we released a list of companies on the prime market that have a distinguished “Purpose”. Many Japanese corporations have been following the lead, with companies such as HIS, Epson Group, Kanro, Glico, MIRATH HD. (Former Takara-Reben), Tsumura… Continue Reading →

Purpose-Driven Brand Strategy Case Study: Apple

Guided by our SMO US-based consultant, Justin Lee: purpose-driven organization management tips, “Learn from the Strategy of Purpose Driven Brands”. Here’s a case study from Apple. ——————————- Apple Retail Store – A case study of a store strategy starting with… Continue Reading →

(Japanese) 「パーパスリストから学ぶ、良いパーパスを表現するためのポイント」第4回

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(Japanese) 「パーパスリストから学ぶ、良いパーパスを表現するためのポイント」第3回

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(Japanese) 「パーパスリストから学べる、良いパーパスを表現するためのポイント」第2回

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(Japanese) パーパスリストから学べる、良いパーパスを表現するためのポイント 第1回

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(Japanese) サンフランシスコで体験した”循環型”ライフスタイル(後編)

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(Japanese) サンフランシスコで体験した”循環型”ライフスタイル(前編)

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All statement materials of Purpose Formulating companies listed on TSE Prime have been released.

Now that the importance of Purpose is even more questioned, how many Japanese companies have formulated Purpose? What kind of “reason for existence” do you have? In order to grasp the actual situation, SMO surveys 1839 TSE Prime listed companies… Continue Reading →

seminar report: Purpose x SDGs

Here is a report on the Purpose x SDGs seminar conducted by CEO Mikiko Saito and PR Rep/Consultant Ibun Hirahara.  Recently, many companies are progressing their take on “Purpose” and “SDGs” as a set. They are bundled as something of… Continue Reading →

(Japanese) 11月の3者対談セミナー(永井一史氏 x 佐々木康裕氏 x 齊藤三希子)、待望のログ化記事が公開されました!

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(Japanese) 一橋大学教授・鷲田祐一SMO顧問による「イノベーション創出のための未来洞察 (後編)」を開催しました

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(Japanese) 書籍『PURPOSE BRANDING 〜 「何をやるか?」ではなく、「なぜやるか?」から考える』発売されました

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(Japanese) 日本企業でも次々に導入が進む「パーパス」

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(Japanese) SMOセミナーレポート:パーパス浸透と浸透度測定の重要性 

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(Japanese) US調査で世間にパーパスドリブンと認められたブランドその② Toms

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(Japanese) US調査で世間にパーパスドリブンと認められたブランドその① Seventh Generation

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(Japanese) パーパスドリブン型組織と、消費者・社会の認識のギャップ

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(Japanese) ニュー・ノーマルで、組織とリーダーにとってパーパスは必須条件となる

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Fink Letter 2020

Every year Larry Fink, CEO of the world’s largest asset management company BlackRock, writes an open letter to CEOs around the world. For the past two years the subject of his letter was about purpose. As we enter the 2020s… Continue Reading →

(Japanese) SMO代表・齊藤が中学校でキャリアデザイン講師を務めました

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(Japanese) 青年版ダボス会議レポート : SDGs/ミレニアルズ/パーパス 3つの相関性

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(Japanese) イベントレポート:Team WAA!「Purpose Brandingを考える」

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(Japanese) SMOコラム第4回「宣伝会議 11月号」発売中です

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(Japanese) エミー賞を受賞したナイキCMとパーパス

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(Japanese) 米国経済界は「企業のパーパス」を人・社会を重視したものに方向転換へ

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(Japanese) 鷲田祐一教授インタビュー:リーダーには想定外の未来を読む力が求められる

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#4 of 4  Purpose Key Person Interview – Simon Sinek

In our annual publication TOKYO2019, we interviewed Simon Sinek, the author of the global bestseller Start With Why – How Great Leaders Inspire Everyone to Take Action.   #4 of 4  Purpose Key Person Interview – Simon Sinek (→ #1 #2 #3) SMO: Lastly, in light… Continue Reading →

#2 of 4 Purpose Key Person Interview – Simon Sinek

In our annual publication TOKYO2019, we interviewed Simon Sinek, the author of the global bestseller Start With Why – How Great Leaders Inspire Everyone to Take Action. #2 of 4  Purpose Key Person Interview – Simon Sinek  (→ #1) SMO: In the… Continue Reading →

In our annual publication TOKYO2019, we interviewed Simon Sinek, the author of the global bestseller Start With Why – How Great Leaders Inspire Everyone to Take Action.   Simon Sinek – an unshakable optimist He believes in a bright future and our… Continue Reading →

The State of Purpose Among Business Professionals Study

We are pleased to release “The State of Purpose Among Business Professionals Study”. It is available (in Japanese only) on our website as PDF. With the goal of understanding the mindset of the Japanese workforce, we conducted a survey of… Continue Reading →

“TOKYO 2019” is now available.

Our annual publication “TOKYO 2019” is available now on our website. Leadership Essentials: Purpose and the Skill of Foreseeing the Future, this is the theme of this issue. It is filled with insights from interviews, original research, and future scenario… Continue Reading →

A question to help you set big, hairy, and audacious goals

I’m currently reading Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs, and I came across this helpful question for setting big goals. Jim Collins and his team came up with the concept of… Continue Reading →

LINK: Innovator to Innovator: Apple CEO Tim Cook Interviewed by High School Senior Rebecca Kahn

LINK: Innovator to Innovator: Apple CEO Tim Cook Interviewed by High School Senior Rebecca Kahn A quick read to hear Tim Cook talk about purpose and philosophy behind how he runs Apple. My favorite quote from the article: Whenever he… Continue Reading →

22 inspiring business purpose statements

I have a friend who loves Pokémon Go. He plays the game and collects Pokémon whenever he gets the chance. I, on the the other hand, collect purpose statements. Whenever I come across one, I add it to my collection…. Continue Reading →

LINK: You Don’t Find Your Purpose — You Build It

Over at HBR, John Coleman addresses three misconceptions about purpose: Purpose is only a thing you find. Purpose is a single thing. Purpose is stable over time.   My favorite quote from the article: In achieving professional purpose, most of us have… Continue Reading →

LINK: How Disneyland came about

LINK: Leadership Lessons from Walt Disney: Disrupting Industry Stereotypes | Talking Point | The Disney Institute Blog   From the Disney Institute blog about how Walt Disney came up with the idea of Disneyland: When Walt’s daughters were young he would… Continue Reading →

Why does purpose matter? Five reasons.

Over at IDEO U I recently came across a great article highlighting five reasons backed with research and studies on why purpose matters. It boils down to this: But the research is clear, individuals are more fulfilled and organizations perform better when they’re rooted… Continue Reading →

Award-Winning Whirlpool Campaign Showed How Clean Clothes Can Dramatically Affect Students’ Success

LINK: Award-Winning Whirlpool Campaign Showed How Clean Clothes Can Dramatically Affect Students’ Success   A case study of a project from Whirlpool from Adweek:   The goal: provide students with clean clothes in order to boost their confidence, reduce truancy,… Continue Reading →

White Paper from BCG: Purpose with the Power to Transform Your Organization

Just came across this white paper from The Boston Consulting Group. Published this year in May, it covers why purpose matters so much today, the definition of purpose, and how an organization can bring it to life. Found the use… Continue Reading →

Twenty Predictions for the Next 20 Years

LINK: Twenty Predictions For The Next 20 Years Robert Safian, Editor in Chief of Fast Company, makes some predictions for the next twenty years. Prediction #9 is about purpose: MISSION WILL TRUMP MONEY. Economists have long stressed the power of… Continue Reading →

[Case Study] How Barclays Defined Brand Purpose and Regained Customer Trust

Link: How Barclays Defined Brand Purpose and Regained Customer Trust | Aaker on Brands A quick read on how Barclays responded to a crisis through purpose-driven marketing. In a crisis, here’s what a brand / company can do to react:… Continue Reading →

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