Proud, always preparing for 15 minutes you do not know when to come, "Designed by Okuyama Seiyu" "Moon Shot" Design Happiness

"It is close to crime as a professional not to share what others are thinking with other people in the time determined on the spot"

"Pro is a person who works in the system"

"Amateur not preparing to say that it may be a professional who is always preparing for 15 minutes that you do not know when you will come"

And so forth, very exciting words jumped out one after another, CEDEC 2011's keynote lecture on the second day ""Moon shot" design Happiness theory"is.

It is a lecture by Mr. Kiyomitsu Okuyama, an industrial designer who continues to be active internationally, and according to his strong desire to speak directly to those who actually went to the venue, delivery by Nico Nico video "CEDEC channel" There was no distribution of the lecture material, it was a lecture that was enveloped in a mysterious veil until just before the absence of prior announcement about the subject and content as "I would like to think about the contents of the lecture until the last moment." As you can see, it was an extraordinarily dense lecture like a serious line of words sprung out just by writing a little.

Below, I reproduce the aggressive keynote lecture as much as possible. In addition, as for the part which has become meaning unknown and incoherent due to the severity of running feeling so much, leaving the possibility as much as possible to make it understandable somehow.

Okuyama:
Good morning everyone. It is Okuyama Kiyonori. As watashi president Wada chose the introduction from the direction, as a symbol of the cross-border it is a human being in a different industry, but creating things today, things are not limited to hard things to make things I'd like to do about 80 minutes.


Mainly, I've been working overseas for about 30 years, and I have noticed many things about Japan's manufacturing. Please let me share my experiences with you all mainly from such places. I entitled "Moon Shot Design Happiness". I will explain the meaning of the moon shot later on to the last person.


Even if it is an industrial designer, I was actually working very close to you, the first being Universal Studios in Hollywood "Back to the FutureOr doing a live design such as "Apollo 13"Apollo 13's set design in" or "Batman ForeverActually, I worked quite a bit in Hollywood as a design of the set. As expected, I have not designed the game. I am planning to make a big theme park in fact for Minato Mirai here as saying that I have been advising SEGA SAMMY for about 10 years now and I also did art direction for a couple of years Unfortunately the plan was canceled due to various unavoidable reasons. So, whenever you come to Minato Mirai, something somehow, bitter memories are rising and rising.

What I'm seeing on this screen now is all of Ferrari currently running on the street, except for the heavy car called FF on the right, it is all my direction car. The car in the lower right has memories in particularFerrari EnzoIt is a car called.


MaseratiofQuattroporteEven when I made a car calledcoupeEven when I made the owner changed about 4 degrees, I played the role of rebuilding the dead brand from scratch, designing "car as hardware" as part of the work inside.


Among them, comparing Japan and Italy, I noticed an interesting thing. When everyone read this, and looking at the title of Japan with individual power and Italy with collective power, you might think that "Is it not the opposite?" "Is not it grouping power in Italy with individual power?" But Italy is totally opposite in reality, Italy is actually like the World Cup as you know, and then we have created various brand companies such as Ferrari from scratch or something like the power behind it Is actually their group force that made the origin of the so-called democracy transmitted from Roman times. Individuals of Italians also have very individual personality, but it seems that Italy will act very much in that organization so that what it is, so that vegetables with strong taste gather to make more interesting dishes. It was far better than I imagined.


As an example of that, a car named Ferrari Enzo is a limited production car once in 10 years, but its selling price is 75 million yen. Unfortunately I can not buy it yet. In a used car market, this one is about 130 million yen car. It is still a miracle like a car that has never fallen below the selling price even after ten years since its sale, but this production volume is 399 units. Why 399 is a funny number? If you investigate the market and find out how many people want to buy this car definitely, 400 people will buy my hands, It was. On the other handMake one less than demandAccording to the founder's legend that Ferrari actually stopped production at 399 units.


The interesting thing is that if we say "Before we start developing, we make only 399 units," more than 3 times more than that 3000 people said "I would like to buy this car" against this Ferrari With a deposit (like a deposit of prepayment), the company picks people, among which 399 lucky people have 75 million yen cash, flies to Italy, this car It is going to pick up. It is high-grade. Although it is high-ranking, by doing it, the brand power of "Ferrari" will go up, people who want to enter more in the world view Ferrari will increase bonbons.


Japan will do the opposite thing. If you sell it at 60 million, you can sell 500 units, if you sell it at 50 million, you can sell 1000 units. I will do it and I will destroy the future buds. I will drop the power of the brand. I thought there was much to learn. It is a team called Ferrari that accomplishes it, with only 3000 teams, 600 of 3000 are engaged in department F1. So the remaining 2,400 people have developed 8000 cars a year and produce 2400 cars every year until production. I think that is a serious thing.


Conversely, I came back to Japan, last year to this year, this is Roppongi Hills'AcademyhillsIn that place "Japan Genkijuku"I gave a principal of a cram school for social workers. I gathered with 27 students about once every two weeks for 8 months and found that the student is actually the director of a foreign securities brokerage company or recently it is not a bad name of an overseas securities companyVice PresidentOr such people gathered, Japan continued the discussion everywhere about where to go and where to go for your future.


It was very interesting that I had never experienced that the countries with higher individual power of such things such as philosophy, ethics, educational level and so on than Japanese people. However, if we gather 5 or more people like that, it's like a kindergarten and I can not get together. I noticed the reality that the Italian people are gathered together, the Americans getting together so much, probably Japan is not a group organization? So, my hypothesis has been reversed. I guess there are clauses that everyone thinks something. When I go to a bar, I say a great thing. When I finish my work I say a great thing. I do not say anything silently while working. Do not say anything silently and say nothing about anything, if you hit it, you guys are wonderful. I think that it is cowardly, I believe that it is close to crime as a professional not to share what others think with other people in a time determined on the spot. If you do it in Italy you will never call the meeting again. However, Japan thinks that this is a bad practice, doing it and saying who is silent is called to the meeting.

What I find interesting is that Japan's way of discussing becomes a personal attack somewhat. This means that there is a word expressing emotion indicating the relative position to mate or female, male or female, etc. regardless of what the making of Japanese words is absolutely superior or current, whereas English or Italian Is to make a language that informs the other party accurately the contents of information with very few words. So, it is not important to tell what anyone says, and the order of the contents of the story is important. So I think that it is said that the way of discussion that does not become a personal attack actually requires very high level of discussion power in Japanese. I was not taught at elementary school, so I became a working man and studied in Italy with a desperate feeling, how to argue. With this "way of argument" as one technology, I thought that we must learn.


The organization called a company was actually made by the industrial revolution, and before that it seems that 99% of mankind was working at home. However, when the industrial revolution occurred, paper was printed, various energy was made, everyone began doing one business. That is what it is called a company, not only is Dad staying at home, going out to the office in the morning, changing to work there, 150 years ago at most. It is only 100 years ago that the function of a company in the real world began to exist in the world. Perhaps you think that everyone's company will last forever, but the organization as a company in the present form is already beginning to collapse. In fact, the meaning of a company has a lot of different meanings, for example, a person who used to work only at home often spends most of the time in 24 hours as a family community, in the neighborhood community That is why.


However, I am spending at least 8 hours among them, 12 hours to 16 hours depending on a person in a community called a workplace other than home. Naturally the company's community is actually bringing much more significant implications than the home community. After that, it is told that you have at least four communities among themselves, for example, being a group of PTA, going to various gyms, and everyone else. Among the four communities, it is quite natural that the community of the living house is becoming a community that is not the most important in fact, because neighborhood association is getting ruined. Then, the function of the company actually brings about as much meaning as the old family, so there are a lot of things to do, such as entertaining something, planting plants, going out to eat rice with them In fact, this is an ordinary figure, so family collapse will happen. Considering how many hours we spend commuting in the current 24 hours, thinking as a manager, this is useless. If you try to save it, work at home, and you will be. If the mechanism is done properly, so if the person who can get the result properly, the person who worked at home got better result thank you so that you are already aware of who you are actually doing I think that it actually comes.


From now on, the organization of the company will expand or collapse more and more, both of which will occur steadily in the coming 50 years from now on. That is why it is important to become an article in the Nihon Keizai Shimbun, but there is a balance sheet between the company and individuals, or their own career, work and individuals, I want to say strongly to the Japanese especially to young people Although it is misunderstood that the young people are particularly misunderstanding that they get only the things they get from a company or work and that they move on to the next step at the time they got the first career It is up. Actually, this is a big mistake, it leads to the next job in the case of the one who gave the opponent among the things you gave and the other you gave. This is a very important way of thinking in the contract society of the United States and Europe, and it is important that there are more people who give more than what I got. That is why it is very important for professionals to actually create a mechanism to receive the next job after receiving the reputation that this human being is excellent, a proper salary, paying for it, and paying for it. I am sorry that it seems to be a story of a high school. Before the professional people. However, I was surprised because its foundation came back to Japan and it did not hold.


Another thing, a so-called brand itemCommodityThere are items called products. Among the games and entertainment that you are making, I think that it is still at a difficult stage to divide this from a brand product, which is a commodity product. But in the hard field this is clearly divided. The interesting part of brand products is actually that profit ratio. The vertical axis is the profit rate, which is the time axis, that is, the process. Manufacturers are the most profitable. Manufacturers, for example, Ferrari was a product that can be sold without mistake, whichever material you use, whatever parts you use, whatever you sell, the manufacturer will make the most profit.


In the case of cars, for example, the tragedy of Japanese cars is actually the opposite commodity product. In short it is inexpensive and necessities of life. Such things actually make high profits for retail people, such as being raw materials or raw materials. Yamada Denki, the material industry is also right. However, profits rarely rise in manufacturers.


Japanese cars used to raise profits by 20%, but now it is 1% to 2%. So you have to sell a number. It is not profitable to sell a car. Tragedy is in the place where this profit has fallen so far because the organization of the company is becoming a brand item, but actually it is becoming a commodity.


What I felt was that in a lecture with Prato, president of Louis Vuitton of Japan, it was when I was talking to Louis Vuitton's bag 300,000 or 500,000. Because I can not easily buy a bag of Louis Vuitton bag with myself as a gift, can not you make it cheap? When asked a bold question, I am sorry but I will not discount. However, even people who can not buy bags of 300,000 yen use the same material and we are selling wallets of 50,000 yen, the highest item in the category of wallets, those who can not buy a wallet of 50,000 yen We are selling dog collars, we sell for 10,000 yen, if it is a collar of a cat, it is cheaper, various keyholders are cheaper. We sell the highest in each category, we never discount. However, using the same know-how and the same material, we are developing various products, so in reality Louis Vuitton is not a so-called brand item but a whole lifestyle offering. My house is a baggage shop so if you say that you only sell bags, profits do not really rise, and few people enter the market. However, I was deeply moved by listening to the fact that we are healthy because we provide a variety of products with the same know-how and provide the whole lifestyle.


Another thing about commodity products is that we have to sell a number, you know that I am also using an iPhone, is not it, Steve Jobs has been retired but, as a company, a healthy Apple product The "premium brand" was said, this is not a so-called luxury brand. The premium brand is a commodity you want to buy even if you pay a little premium, even if it is cheap. Just their characteristics are not just to sell hardware, just create infrastructure before selling hard, create a music download system, for example synchronized with a computer, then start with the iPod and finally start with the iPod I sell the iPhone, I make an extension of that iPad, and I'm selling the entire structure that I will see what's behind it. What kind of total experience is provided through that device is the value of this brand. So even if you only sell devices, the profit rate is actually not that high depending on the product. Just make a profit in total. In this way, it is very important that the so-called commodity products change into experience and design. In other words, it means that brand products become lifestyle designs, commodity products become experiences and designs, the first business to be established.


What is it that moves it?


Needs is often used for presentations and it is a word to listen frequently, but it is Japanese English as well as needs or in fact it is Japanese English that is actually moving society, but one ( Wants).


Very interestingly, at the TED conference in Long Beach, California in February of this year, this is Bill Gates, and if you drink coffee Al Gore standing next to you, "Hi, Al" It is such an open atmosphere, but it requires such a very strict lottery and judging in order to enter there, so it was distinctive that a lot of people were discussing about this one was. I still have not heard of anything in Japan at all but in America it is already common sense.


Then what is this? I will explain it clearly. I do not think there are people here in Toyota, but sorry if I do not mind. Toyota'sYaris(The European name of the brand known for Vitz) is from 1.6 million yen to 1.79 million yen, compared to that of the same 4-cylinder engine driven by the front BMW's inferior performanceMiniIs from 2.19 million yen to 4.4 million yen. It is 3 times as much as Toyota here. What is inferior in terms of hardware, but what does inferior three times triple? That is why what people want is fundamentally different between what is on the left and what is on the right.


For example, quartz made in 1969 by Japanese clock manufacturer desperately making it, Seiko inventedQuartz watch, Democratization of precise time took place by that. However, Japanese manufacturers who have achieved amazing accomplishments are going down prices in order to sell more and more, at the end of the phrase the solar battery with a radio clock wears an era in which you can buy a watch that is only 2 seconds worth crazy in 100 years is. However, even though I want to buy Rolex Daytona on the right, this is a list price of 980,000 yen, but I can not find anything with 1.5 million yen with a premium. If you leave it on the desk for 3 days it will stop, this watch. This is only two seconds mad in 100 years. Why do you think that this one is 1.5 million yen and this one is 30,000 yen? But why do we buy a mechanical watch? Please think. Everything made of machinery, a clock that does not contain electricity, if I buried it in the soil and dug it 100 years later, it will move properly. Take it to a machine shop and just pour oil, this watch will last a lifetime. While human beings are making things, I make things or things to leave a testimony of my life in this world. I also think so. So, it is, as a human being, to think about what you have left behind like your own 50 years or 80 years, what you left behind, your life before and after that It is a matter of course.


Even though I think that this watch will actually be used for 100 years, the form of the battery will change, there is no semiconductors inside, actually it is only four years. In fact it is only four years that a watch saying that it will only go two seconds in 100 years. This watch can be used while changing components even in 100 years or 200 years as long as it waves. So even if someone who bought this watch first disappeared from this world, this watch remains in this world as a proof that the people lived. I feel something very romantic. Something, if the view of religion of the Japanese is all about the thing that God lives in all things, to make things in reality, to make things is to make the gods lodging, in fact, a very precious work I think that. It is actually a Swiss mechanical watch that best expresses such a thing. That's why it costs 1.5 million yen. I will do more things higher. This is branding. This is one-sided. This is different from needs "Driving Force(Meaning "the most fundamental factor determining the strategic vision for the company's future").


Another. It is also a washing machine, it's a washing machine. However, although I met a person named Kim who designed this LG washing machine, Kim was tremendously proud of this washing machine, because until thenWhirlpoolThe brand was the best seller, but this LG washing machine made by Mr. Kim turned out to be the best seller in the US market quickly. Kim is called "Mister Washing Machine" and he already knows the washing machine from the position of the screw from the motor all the time. Just like that, when I see Dyson, Mr. Dyson knows all about my items from everything from the number of bearings in any way. He is hiring 300 engineers, making a laboratory of bearings in his laboratory, making a laboratory of ticks, studying ways to collect mites around the world and kill it is. That's why we were able to Dyson.


There is another tremendous hungry spirit for something like that, and there is another one. This is bad habit in Japan. For example, suppose there were 100 people and 100 million yen. Companies in South Korea and the United States are divided into two teams each of 50 people and if you give 50 million yen each, it will make this a fun idea even if you do not have much idea. That's right? If there are 50 people in 50 people, if it is Japanese case, we can not decide things, so let's research first, so let's research one 100 ideas one by one, so that one project will cost 1 million yen Give it. Do you say anything by myself after receiving 1 million yen? This is Japan now. Even if there are a lot of excellent ideas, what kind of work can each one do without seeing the eye even if one person and one million yen are given? So, it is the way to make the current thing by having the vision that our company do this at the very beginning, deciding what to do and concentrating on it accordingly. Diversified investment will never be established in future times.


As another ability of the Japanese, there is power of imagination on the left side. Creating things is a creativity of creation, but the imagination of this imagination on the left is because the Japanese are better, the marketing theory is the most developed in the world, and various market researches are actually done There are a lot of companies and they are very technologically advanced. But, that is why I understand people's feelings, but the Japanese do not know my feelings the most. It is a typical Japanese company and Japanese who do not know what I really want, what my company should make.

I would like to share some very interesting experiences with everyone. A good opportunity for me to become a turning point to be able to think about what is professional and what is amateur is this one picture, but in the autumn of 1998.


Enzo Ferrari's design that it took over two years, the car as a whole, it does not work quite well. Because it is once in 10 years, in fact it is only limited production and you have to do bold things, so it is so much coward that human beings are so cowardly to make something boring, it was already typical of that. So, after developing for two years, today on this dayPresident of MontezemoloIt comes with a helicopter. If I did not decide this day, I came because this project was canceled.


But myself, after all I am not convinced something, so I was painting for the sake of emergency. I did not have time to finish. Sure enough, Mr. Montezemoro got a helicopter and stopped the engine without stopping it, and as soon as I saw the car, he said that he was useless and took the helicopter as it was and tried to go home. As soon as we have returned, we can never work Ferrari again, so my boss told me "Okuyama, I will do 15 minutes, so go back to the studio and draw a picture, there is a picture of the example" I laughed a bit. I ran and went back to the studio and painted this painting on the upper right, painting the last color and pasted it on the paper, and then ran through the corridor. The studio is far away from the presentation room. I ran back and told me that I should eat that sandwich, so I put the chairman of Montezemolo inside, but I got tired of eating sandwiches and showed this picture on the corridor where I am going out, Then I said "why are you able to do it?" "Let's do it, next week's wednesday, I will come to see you, make a car model and finish it up" to me, I returned to the bar bar bar with a helicopter and it was "Ha ha", but on Friday Since it is evening, I was desperately trying to figure out how to do this by Wednesday, and everyone worked perfectly on weekends though.


There are two things I want to say. One thing, if we did not prepare this picture at that time, we probably would not have seen the sun of this car for the rest of my life and I could not take advantage of that opportunity. It is amateur not to prepare to say that it may be a professional who is always preparing for 15 minutes when you do not know when to come. I think that it is the only difference. I think that professional and amateur are such small differences. And one more thing, my boss knew that I was drawing this picture. I was thinking that my boss who was looking at such a relationship of trust, that I was watching the people around me, who used it for emergency, how I could make that 15 minutes alive, and that my boss was wonderful I will. I am still friends.


Then another one. There was a fish in the tenkei, and when I swam all the time I got lost my life and everyone gradually died and when I put a catfish there, a strange fish came and I was surprised, my life improved, It seems that few fish die. I was catfish in Italy and it was catfish in Japan, but what I wanted to say is that it is not surprising that the person in it is actually the essence of things. As Italians remember only the bad design of Italy, I can hardly have a romance for Italian designs. We foreigners abandoned the country and abandoned their families, I was a wonderful Italian design in the 1960s and 1970s, and since I am a human who has passed over to Italy, I am longing for Italy any more. Such humans actually know the essence of things, and unexpectedly I work more Italian than Italians, so I served as a foreigner the director of the Italian design company for 12 years.


So you guys know most about this company because they are in the company for years, but I made this game for many years so you do not know the most unexpectedly. I think that you want to understand what other people understand unexpectedly and to use their abilities well with outside people.

Another thing, another talk with an amateur earlier. Amateurs in fact have a wonderful idea, so it makes a very good idea than a pro. Professional is the most conservative in fact, as it knows things. Pros who are doing the same for many years are actually much lower in terms of inspiration than amateurs. However, why professionals can do professional work, amateurs are not satisfied with only one project plan, one picture, one idea, and will not go ahead. At first professionals have come up with ideas that are not too bad, and I have not got any idea at the meeting. But continuing it 100 times, picking one out of 100 people, such people gather 100 people and brought one idea out of a total of 10,000 pieces so that good ones I make a system that it is decided to go out, so I believe that professionals get professional. Professional is a person who works in the system.

So, then,Masahiko TsugawaAlthough he was saying, "Young people do not follow quality, it's more than quality.As long as we are doing quantities it comes naturally quite naturally, even if it's a professional we took the same exactly the same thing That's what I was talking about. I think that quantity is more important than this quality. I think that it is actually a very correct advice to say that you can move your body before you move the head and make a few outs before saying various clutches.


Another thing I thought was very interesting is that it is a bit of a car talk, but models of cars all over the world are made of clay. Because clay can be served and added, it is not sculptureSculpture (Chowso)It is what is said. You can add.


However, it is strange that only Italy is an epoxy tree called epo wood, just like a tree. I use it but this is mixed with Solution A and Solution B waiting for about 3 hours and it becomes hard, I make it with flea, canna, saw and sandpaper. Why are you going to have to do that kind of thing, this one seems to be actually hard, even if you make things with hard materials. If you make something with a soft material like clay it will actually look very soft. Imagine what will happen if you see the design of a Japanese car running outside and apply the color of clay to it. It looks like clay anymore. Actually it is made of clay. Murky look which looks like clay is Japanese car, it has not been evaluated all over the world. On the other hand, Italy can not do much extra thing. It's like a tree, so the character line is like this. It's at most this size. I can hardly show the expression of such a small face any more. But it is Italian design that expresses the whole thing, the proportion, the mass, etc. such things well. The reason is that when craftsmanship since the days of Michelangelo or Da Vinci who had been cutting marble has always been living in the current industrial world, when it realizes that it is living in this car making, it is tremendously I was impressed. After all there is a culture called Italy, there are people who can make use of it, team power, there is such industrial world, there is now. That kind of thing will come back later. That was one reason I returned to Japan.


Please let me hear the story of what kind of design is going on right now. Although it is rather rather strange about hardware, though recently I have brought only things that are different from your game industry and entertainment industry on purpose, but what trend is the design being done? Let me list some examples.


Although there is the E6 series Akita Shinkansen, I have designed this for the JR East Mr. in cooperation with the people of Kawasaki Heavy Industries, I am supervising, and this has already started running with 16 car train formation . Since the commercial operation is in 2013, I will still test the next year and continue testing thoroughly until I start running in the spring of the coming year.


The wonderful part of this bullet train is not just the design and such parts, but actually the Tohoku Shinkansen which is already running already "Aya Shinkansen" and this Akita Shinkansen are automatically connected by Fukushima station or Morioka station, and that state It goes into and out of the tunnel at 320 km / h. It is an incredibly rare establishment that the tunnel in Japan is close to the private houses around, so if you go out and join the tunnel at 320 km / h, the sound is low, the surrounding dogs bark, It happens that the chicken does not lay eggs, the window glass breaks, and the baby cries. Actually, I put an automatic coupler in this long nose part so that the bullet train did not happen the previous time, and I made all the cross sectional areas up to the room behind that completely at a constant rate of change. I will dent the side where the cabin is on and the headlight comes out sideways. So the rate of change of the cross section must be made exactly the same from the nose, and even if snow of 10 cm is piled up, it can run quite fast, and there are various difficult conditions.

Although an accident happened in China, running on 500 km / h using train is actually quite easy from the technical point of view, but Japan does not dare do it. The Japanese Shinkansen that has never caused an accident for decades is not only hardware but also its operation system, the fact that for the first time it is not for the first time that it is actually a bullet train with very rare value in the world Become. The whole system called "Shinkansen" which is also in English has value. What is strange is that when I go to sell to the American high-speed railroad or later to Brazil or China, the Japanese do not know the most value and try to go sell hardware. Then saying "My machine will get out 320 km / h," he says, "I'm sorry, but Chinese people say 400 km / h is coming out." It is a hard and hard presentation. However, although I heard from California government officials later, Japanese people came to sell the train and made a presentation ... just a bit dangerous, but it seems that North Korea came to sell missiles Nanaman said. Although we only talk about hardware and talk about performance, "What we are seeking is not such a thing - what we are seeking is the system that the Japanese have built up so far, why sell them together I do not come to. " "No, that's because it's a manufacturer called JR over there", he says, "That does not matter." "For both customers, both hardware makers and software makers are one system that combines, so it is selfish for industry to separate them separately." "I should say it to you in a presentation separately, what shall I say, that is your ego," I was abused. I thought it was exactly the same. This is one of the Shinkansen symbols that I thought as meaning for the first time in the whole system, I thought that it is worth all the things that it showed every now and then.

Although this interior is also wonderful, I am afraid that I designed it myself, but I adopted the color of the rice just in Akita for the ordinary car, this is a very beautiful color. By using Tazawako 's Blue as a carpet, we used this leather to design a green car. Well this, uh, I have not been able to ride for over a year, but please come by all means when you come out.


This is the actual car that is running now, Another thing I was touched very much is that even if we are stopping at Ferrari at the intersection of Roppongi due to traffic jams, no one comes to us. Recently girls will not come by. However, when the leading car of the Shinkansen enters the Tokyo station, dozens of children, hundreds of children, the camera kid is taking a Shinkansen with a camera. When I saw this, I remembered the age of that super car, I thought what this is. Of course I was happy enough that goose bumps were coming out, but, as I thought calmly, the car to be explained later did not do the biggest homework assigning infrastructure to be done by the car. So it is not being used lively at all in the city. So even if you look at its hardware, even if you say that it is a 750 horsepower Ferrari that will take 360 ​​km / h, it sits at the intersection of Roppongi, and in the traffic jam of the intersection, even if it is idling with 750 horsepower, It is. I'm sorry, I have a Ferrari. But, Ferrari went to Hakone and went to a situation where it would be used properly, for the first time that hardware would live. Automobiles have not invested anything for that infrastructure. I just rode. Children are actually quite sensitive to such places, children know best what social justice is.


What is called the Shinkansen is that overwhelming justice is that if you can run at 320 km / h, people will not die safely and you can go from Tokyo station to Akita station one hour earlier than before. It will be a little bit faster from now. Probably up to about 500 km / h. Using this machine that puts a motor in the wheel like that hub motor, it is technically said that almost the same structure, almost a 400 km / h, 500 km / hour can be produced even if it is not a linear motor. The more it will become, the longer the nose will be. Perhaps I think that the technology that enters the tunnel becomes very important. Actually, I drove this once and had him sit in the cockpit while I was running at 300 km / h, but there is an image that the train slowly curves the curve somewhat. But it's a pretty tight turn, and at that speed I absolutely would not step on the brakes at that speed, the shinkansen comes in a tremendous turn and comes in, is not it? That's why I was a little numb. I am sorry for my experience alone.


Technique making such a thing is because the artisan of Kawasaki Heavy Industries hits a 3 mm aluminum plate, welds it, connects in this way, polishes it and assemble it, Compared to the current car now, this shape of nose which is so complicated, because this person can make this shape. This is exactly the same as Italy, I always remember the excitement that craftsmen are making these kind of things with great technology together with the latest state-of-the-art technology.

It is not only domestic but now it is California's high-speed railroad as I mentioned earlier, and then it's interior like a business class for that ... ... this, that was a dining car, was not it? There is not it now. You can eat at your seat. As much as America, like Brazil, Chinese culture, like eating in a seat is commonplace. Then, what to say with a dining car is Starbucks. Everyone, either Starbucks or another coffee shop is OK, why are you going to Starbucks? You do not have to go out for coffee, right? I have never heard of people who love Starbucks' coffee to death. That's why it's expensive, is that because you still have people there, there are comfortable spaces for sitting there so you can use Wi-Fi. I suggested going to such a place by dare to use the one-car formation in the train. There is a sofa. Fuh, you should not laugh yourself (laugh)


We made the subway of Chiyoda Line all of us already with us and people of Kawasaki Heavy Industries. It is made of aluminum, it is very lightweight. This is a short distance railroad in Chicago, a tram in Washington, DC, or just a transportation agency, but such things are very socially meaningful and have a great job of enjoying work I am allowed to do.



Although the car is actually doing, although I can not talk much about the car, the only thing I can talk about is that the car like this k.o7 finally went to mass production over 4 years and in March of 2008 Geneva The car which I announced at the end finally got delivered. I have just started to assemble in Yamagata at about a monthly pace, and I will make it an electric car version from now on.


This is driving I am doing various suspension handling tests on the public road, but if I saw it for a momentEddie IrvineAlthough it is someone like me, there is no money to hire Eddie Irvine of the former Formula 1 driver, but this man is actually a foreign journalist named Peter Lion who lives in Japan. I'm doing various tests.


After this, although the closed version of k.o 8 (which attached the roof to k.o 7 was an open car) and the next nine such thing comes out, something like what I want to say And, we have 20 design companies. It is a small company. It can not be a medium enterprise either. Capital amount is a little because many people cooperated, but twenty design companies were now in the era of making cars. Please also think about it. If we do not have 3000 people, we do not have 30,000 people, assembling parts and assembling it is such a time when we can produce cars if small production is possible. As modularization of parts is carried out in various industries from now on, as electricity of cars and so on happens, for example, the fence will be very low and various people will come in. Of course, there is a lot of know-how that I can not do without an automobile manufacturer, but still it is symbolic that I want to remember that it is such a time that 20 design companies can make a car at the most.


Then what do you say, I opened such a store, started selling their products like this in that shop, selling such glasses, furniture and accessories I'm currently on, such things I'm at it. I will start making watches from now. There is something you want everyone to know, doing another fun thing a little. There is a market called "Haute Couture Car" that is only one, and this is the case.
This client is my dentist in Los Angeles and a dentist who has been through for 10 years always brings pictures every time I go to the treatment. I say "I love cars," American people do this way and show the picture of the car. So treat me quickly. His painting was very bad at the beginning but I was getting better as I was watching it, and then I was told that there was a story after the treatment was finished, sitting down and drinking coffee while talking I said, "I think I'm going to give up a doctor, I want to become a car designer." I tried to convince him, "Stop it, because the dentist is absolutely profitable", but in the end it said "If you liked a car so much, why do not you make your own car? I will help you." After that, he went to the university called Art Center at night, and it got better. Actually this picture is not mine, it is a picture drawn by a dentist. An American dentist can draw only this.

So we are making it a model now and I have corrected a lot and I am making only one car in the world right now in the world. Also, what I would like to say is that even if an amateur is going to continue computer technology, feelings he wants to do, and a certain minimum of education for 10 years, for 15 years, You can make it, if you borrow the power of a professional. On the contrary, of course, you can not make 1 million or 2 million to make it. Even 50 million can not be made. It will be a figure of 100 million, 150 million after all. People who have the financial strength of themselves, have the power to persuade their wife, and have the power to gather such things, is becoming an era where you can get only one thing in the world. I want you to know that it is becoming an era where you can do such things in cars and in various industries so that you can go to the Ginza level on the level above the sword suit and order it.

Well, taking advantage of craftsmanship just before, various kinds of thisKEN OKUYAMAI made a brand calledNoboru MurataA very wonderful photographer named Mr. san is photographing a new work every year.


I have been waking this catalog all the time, I will bring this to the French exhibition just this weekend and will also exhibit this year again.


It is this glasses, you guys are stupid, maybe you will understand that there are many people wearing glasses here, but ordinary people only pay 10,000 yen, 2,000 yen for glasses Is not there? To people who pay 1,500,000 yen to the watch, when listening to the price of those glasses they wear, it is 10,000 yen. I thought it was strange something. So I went to Sabae in Fukui, so when I thought that something can only be done at Sabae of Fukui, it is Forge made by forging with Titanium, a so-called titanium press. With the technology we make it, we can not make anywhere anywhere in China, because we have tremendously strong and shaping eyeglasses, we can only make it in Sabae of Fukui. Although it is made by that, this is a cheap frame which is never cheap at 87,000 yen, but I would like to tell everyone today that it is high margin of glasses, selling this one will give Toyota Yaris 10 The profit just sold is raised with this one.


It is difficult for me to say that profitability and how to sell things are so different if I work across industries. Everyone is also sure, I think that there are some people who are watching when you go see a little more about other industries, but there are surprisingly fun discoveries. One profit of 87,000 yen eyeglasses can make profits for 10 Toyota in one piece. So these glasses are not profitable enough though, I thought how to brand these 87,000 yen products as brands of domestic eyeglasses, think about how to put out brand power, such strategies, various kinds of magazine advertisements, There are such things as having Terry Mr. Ito something to call for you, and then Hiroshi Kume and Takeshi, who have such things to do. After all, not only making efforts to tell the charm of goods properly, but also to make the people who made it, the view of the world behind, etc. accurately to convey such a story is actually the function of ourselves or of you All right. It is not good to sell the game, it is not good to make it, the product will be established only after making a tough job, a world view, or a derivative product.

As you all know, Hollywood movies need investment of at least 20 billion yen or 30 billion yen in recent years, to make it. It is almost impossible to collect it with movies alone, so it's obviousMerchandisingIt will be profitable only after doing various transverse developments. The hit of the movie is actually not so important anymore. This is from business implications. Of course, things can be sold only when the movie hits, but I feel that it is becoming the era when all of them are connected in such a way.

I am about to talk about devices and infrastructure today. Its typical is easy to understand.


It is only when there is an OS that applications can be sold and hardware can also be sold.


So, what I have been deeply concerned with by car is that I just said "just ride", but do not make infrastructure at all, do not do anything to invest infrastructure, only hardware Even though I try to sell it, I can not sell easily. So I also suggest that Nissan leaf batteries for lithium are used at home as fixing for after the lifetime as a car is over. That is the first time that Nissan knows that this car is realized, so we are beginning to develop such winds. Even in the meaning of mobility, it is exactly the same, in order to make various devices smart grid or smart city will come into your life in the future. I think that it will lead to business opportunities as to what I can do in such circumstances.


As one example, about two years have passed since I began participating, but it has 70% of the area of ​​the United Arab EmiratesAbu DhabiThere was a country called "DubaiIt is next to. Dubai is also one of the UAE (United Arab Emirates), but it is said that artificially making a city where 90,000 people live in the outskirts of Abu Dhabi city, it will be completed in 2013 . If this is what characterizes, this isNorman FosterAlthough it is designed, only this picture and the next picture is a picture of Norman Foster, but after that it is my picture. This is made without using so-called carbon dioxide, and so-called "to be operated without using any carbon dioxide at all"Smart cityIt is the largest one in the world of the project called "the project." Such is happening in various places around the world like China, Korea, New Mexico and so on. Among them are such arcades, the structure of the ceiling solar cell, the various roofs to open and close, etc. Such things like a combination of various technicians, a very comfortable city now , Artificially making it.


As for why the oil producing country is doing this, there is a deep meaning to this, I would like everyone to think about, but now it is 2011. In Abu Dhabi, crude oil first came out 45 to 50 years ago from now. Before that it was a poor fishing village. The chiefs of the emirates still have no family register. People who were born in the absence of a structure like family register are now top of this rich country. Given the current oil reserves, they will probably not be in the future for 50 years. Perhaps there are mismatched calculations and may grow in about 70 years, perhaps from their careful calculation, in around 50 years the world's crude will be gone. If you are going to lose it even in 50 years, think about an aircraft that is absolutely necessary without oil, think about it, do not fly if you do not have an airplane or fuel. I could not fly an electric motor yet, and the airplane that flew with a nuclear engine was SF when I was a child, but perhaps 20 massive production of an airplane without such oil would still be 20 It is necessary for a year or 30 years, it will not be in time before crude oil runs out. Such things and later, defense defense, things that protect the country. Afterwards plastic. Without petroleum it would be impossible to make it absolutely, and for the things that absolutely do not move, we will probably leave the latter half of the twenty-five years in which the oil will likely disappear. Or, since the price is already getting high and the calculation is not matched commercially, it seems that for the kind of cars with other choices, after 25 years, oil will not come around long after 30 years I think that I can think. I am afraid because those who are digging oil are not saying those who are manufacturers, they are scary. Perhaps they are also wrong. Today I am not talking to talk about crisis feeling today and that is reality.


Well, in the meantime, it is the point that we should enjoy our lives, and then crude oil countries collect the technology, collect the people using the wealth we accumulated in the past 50 years Then, I will make a smart city and I will do that demonstration experiment.


Technique and people remain in the place where there is money and where we have actually experimented and put into practical use. Technology or ideas do not remain in invented places. The technology will remain in the person who used it, as a market. So even if you say that it is an idea made by a Japanese, nobody sees it, it takes money and hires it, it becomes technology of the person who actually used it. That is reality. I think that you all know well. The winner who paid out and used it is a winner. I did not make it.


So they invest in it, bring money to collect people, brought F1 to Abu Dhabi, there are now Ferrari theme parks in Abu Dhabi. Make it and make the fastest roller coaster in the world. Before that, their investment company bought 5% of the company's shares of Ferraris, there was nothing like that, so raise the advertisement and bring Norman Foster. So we did not receive a change from Abu Dhabi to draw a picture from this next page. You, please get money from the Japanese government. So from the people of the Ministry of Economy, Trade and Industry, people from the local government, we are gathering from all over the world as a collaboration, going to the middle of the desert and doing such work. Everyone has money, has a partner, has technology, so it comes with that. So when everyone actually gathers and makes things, the ridiculous side effects that each individual technology did not anticipate happen, and most of the time interesting things happen and you want to do things that will be commercialized ... In order to do it, I bother holding my own money and having technology. That's why Japan says it is a technology nation, but that point is really incorrect, and technology alone has no value. I think that it is important how to use it, and how to make people come to Japan, even with human skills.

Smart smart meters of smart grid, how to buy and sell electricity of electric cars, not only to charge but also to sell electricity left over at night, in some cases operating with solar cells, in some cases, In some cases, "car designer" is now doing it by designing and designing the mechanism itself that can charge the car with solar cells.


With a single battery, if the cruising distance is 150 km, 200 km, you should change the battery. Although it is technically very difficult, there are thousands of lithium batteries stored in the refrigerator in the basement, what type of cars are running and where are we going to change batteries now I'm sending you a radio message to the station wirelessly and preparing it before I go, when I come, I will change the battery immediately in 2 minutes and then I will go. The fact that the next car is coming close has already been contacted 30 minutes ago and if we make the mechanism of automatically replacing it, even if there is not enough cruising distance with one battery , 200 km, 300 km to be able to run.


Then, another third transportation is written, but this is the third transportation between personal and public.


Personal is such things as bicycles, cars, motorcycles and so on. Public is like a train or an airplane. The problem now is that neither of them solves the problem. 65 years old, 70 years old are diapers while riding a mini car is the current state of the countryside in Japan. If you say that you can ride it, you are riding, while rushing, everyone is on board. Then it opens the door and it smells piss already, it is the reality of Japan's real personal transportation ... .... But they can not go to the supermarket if they get cars. My son gave a speech in Yokohama like this greatly, but it is really true for myself that parents are wearing diapers and getting smelder cars. However, if the person can get on public transportation, public transportation, if it says like Yamagata, I am from Yamagata, but I do not have a bus already. If you take a taxi, it is 2000 yen one way to the nearest supermarket, 4000 yen round trip. From Tokyo it is cheaper than here, but no bus actually comes.

There are so many people in the world, so there is such a great demand. For example, if such a car with autopilot transports six people, you can get to the destination by going out and solving the problem, do not you? I guess autopilot has made such a car like a robot, has been doing for over 20 years for 30 years, at the theme park. I went to Disney Sea before, but that Aqua ... that's what I did, that is what the system of people of Kawasaki Heavy Industries system made, triangle sensors are included every 30 cm , When it sees the trace of the tire, it runs the same place without shifting at all when there is no rail at all. You can do with GPS with accuracy as much, and there is already technology already. As for why it is not produced, mass production makers do it, there is an accident, someone will surely die. Because I do not want to have it as a maker because I can not have responsibility when I die, the reason I do not want to enter the business there is the biggest reason. So, for example, there are operators, people like rental cars sell 100 cars, so they do not take responsibility by asking the person who will take care of it properly. If that kind of thing is done and this becomes automatic, you will be able to surely run autopilot cars within 5 years in Japan.

In Abu Dhabi, we have already started demonstration experiments in which 3,000 cars are placed in this two-mile square place here and 90,000 people are moved only by autopilot. Of course there are errors. There are still plenty to do next. But if we do not do that, human beings can not move. You can maintain the whole lifestyle for the first time by moving. Individual points are not whether it is private or personal, but what the service is offering is the content of that service.


For example on-demand, there is a schedule now so wait here and I do not want to get on because I came right now. That's the most disgusting part of the train, so I do not want to ride. And that's privacy, I do not like being standing next to a smelly person. I think that female people absolutely dislikes. Privacy is now necessary even in public transportation. So the train we are currently designing has a small partition in fact, people are not facing inwards and are facing outside. There is a small table here, there is a laptop, you can read newspapers and public transportation. There is also a wall in the middle so you do not have to look at people, that is the future appearance of public transportation. It is important that privacy is so important, then overall efficiency is important, and the other is non-possessive society, cloud. The cloud will happen to all industries. Among the things that do not possess things becoming a society that only receives services, what do you guys do to make business things a future?

It was the story of the train about the story a while ago, this is also the same. Eleven things like Seven Eleven or Starbucks are functioning as a battery exchange station or a charging station, so that Starbuck will be there for that, let's have Seven Eleven come and come to Lawson I do not have it. That's not it, I attach these charging stations afterwards to Lawson. It is in that order. People are gathering in the most convenient thing, and the device is made in that convenient place, it is the order like that. For example, this Segway, I work in the form of an advisor with the people of Japan Segway, but there are two wheeled capsule cars of this type using that technology. It will be OK even if it rains, the air conditioning is working inside, and you run on electricity. And this is a commuter, when you run a little distance, put on a thing like this aircraft carrier, get a little more than 5 kilometers to run and run. Such a capsule car is enough possible. This already has already started mass-production of GM, there was such a demonstration even in the in-house version.


What I think is more interesting is the parking lots of the skyscraper's sidewalk, when it comes down, it becomes an elevator, it gets up to my room, it becomes an audio room and becomes a smoking room ,When.


When you say "smoke outside you" or when you want to listen to audio with sound gang, you go into that place, smoke and listen to the audio. When I say "I want to raise the sound and play games", I go into such places and play games. So, is not it expensive to buy this, 5 million? I made a business proposal as to whether it would be nice to buy a condominium and a car together with a division of a 20 year loan in an apartment, I am very pleased that this is one that solves such things from the elevator from parking lot problems I am thinking that I think that it will be the catalyst for this. Well, I do not know if it will be mass-produced.

The limousine of this electric car is actually 5 meters in length and all the components are contained here, so we have 10 people in it, but that is not a fun, so it's a very affluent I am proposing this kind of thought that it is interesting if people make these limousines by driving a robot by two people.


Well, it is a summary of today. Today I talked about needs and one. We are going to enter into value competition instead of price competition, we can do a variety of things only by breaking the frame of industry, technology is "food ingredients" and products are "food". It is like selling fresh fish just for selling technology and it will be the first business to cook it. Let's develop agricultural type from the beginning from various hunting type development. Let's do "making things", not just "manufacturing." In the personal power and group power, let's give the group power a bit more.


It is the last one. It is a word of moon shot which became the title of today, but I would like to send this word to everyone today and end the story. I saw that this car on the left side appeared at the Osaka World Expo, I was deeply moved and decided to become a car designer.


This is a Italian designer impressed by Apollo 11 landing on the moon in July of the previous year, the design of the moon landing ship and the color of Apollo 11 are solid as it is I put this on to make this. It's a very easy-to-understand design, but it clearly shows the future. As for this car, or the Apollo project in 1969, you know, John F. Kennedy made a famous speech in 1962 and heard a speech saying "Send mankind to the moon in the last ten years" The graduates of the university students were deeply impressed and entered NASA, which he was able to do, and an average age of 28 years old engineer has accomplished the Apollo project lunar landing. I am 28 years old. I'm not 38 years old, 48 years old. A 28 - year - old young man is sending mankind to the moon. People who are over the age of 28, let's rush with including me. To the extent that the young people were impressed, gathered together with their dreams, and accomplished that feat. I think that this is something to remember. People impressed by it make such a car, and stupid like me who was impressed with it makes such an electric car.

A moon shot is to say "That's a moonshot" or "He is in the moonshot shell", shoot a gun at the moon. It was the meaning of a foolish fellow who challenged the impossible and dangerous thing, because the bullet fell at the same speed as the initial speed and hitting himself was not dangerous or absolutely reachable. When saying "That's a moonshot", "Do something stupid again". But after the 11th landed on the moon surface in the Apollo project, the Discovery Channel made a program called Moon Shot. The point is that even if it seems impossible, if it strives with dreams towards it, it will work. It is the word "moon shot" that has changed its meaning to that possibility.

I will send you the word of my favorite moon shot today, I think I will end my poor story today. Thank you very much for your kind attention.

Questioner:
Thank you very much for your lecture. Although I would like to ask you a question, I was talking about personal power and group power to the beginning, but as Japanese organization is very hierarchical I have an impression that the relationship is strong, but I also found employment this year There are several moments that I thought that it would be hard to complain about frankly saying opinions to the superiors by experiencing activities, and I would like to more obediently tell my true heart if possible at such times I thought it was a pity that such walls would definitely be Japanese, but if I had something to suggest about improvement on this, I would definitely like to hear opinions from Ms. Okuyama, Thank you.


Okuyama:
Well, those who are told that they are hard to speak are still nice people, most of you will mostly send them by e-mail or e-mail. Sending it on Twitter. Now that relationship is rampant, so many relationships are getting worse now. Why is it so troubling to adapt to the superiors in Japanese like I said earlier? Just as it was clearly said that the time when the superiors had more value than the current people, the workplace was to honor the superiors. Unfortunately the technology has changed so quickly in the current industry, and the shape of the business itself is rapidly changing so much, there are few cases where honest people have higher value.


But just this, I want to understand another one, I said just one community. A community that is more important than my own family or school is becoming a community called a company, where everyone lives together. Given such a meaning, rather than thinking only about the content of the work, I respect the superiors as much as possible and work with each other happily and happily, in short it is a family. I say Zzozo says something when the company is a family, but in reality it is the longest time I am spending. In that sense, I have to say the necessary opinions properly, I have to exchange ideas properly, but I must respect it. It is difficult, this is.


This is happening now all over the world. If it is troublesome I would like to talk in English. If you talk in English it is one shot and easy. The word is words to think. In short words are words of tools to think. I think the thinking circuit is different from when I thought using Japanese tools, when I thought using English, when I thought using Italian, when I thought using Yamagata dialect. Using a bad German will change again. The essence is the formation of words, actually it is not only expression but also my way of thinking, what is really really epoch-making is language. So it makes me understand that somewhere company makes the standard language English, it is easy to say things.


So, this is it, please think on your own.