“At last, Yasuhiro Yamamoto has found a way to show how to look into people’s hearts to find what they deeply care about, in order to create products or other experiences of value. Often, people are not even fully aware of these latent passions, but when tapped, they and others like them respond in ways that make hits. What a gift!”
—Allan Cohen (Babson College) and David Bradford (Stanford University) ,co-authors ofInfluence without Authority
“Yes! That’s what I’ve always wanted!” – What lies behind a hit.
Hits are not all born from creative, mind-blowingly original ideas or
world-leading technological innovations. The LINE application, store-brewed
coffee, and low-cost airlines were all hits born from discovering and
commercializing latent needs that no one had noticed before. Noticing the problems and dissatisfactions that people harbor, and providing
products and services that resolve them – that is the key to producing a
The hitmaker’s tip to uncovering the latent needs of 100 million people. The author of this book has been responsible for many hits in the
competitive Japanese market, such as:
• Jūjitsu Yasai, which redefined the norm of vegetable juice
• The canned version of REAL GOLD, successfully released twenty years ago
• The canned coffee, Roots, which was last to join the market but ended up a mega-hit
The author draws upon his arsenal of real-life experiences in working for manufacturers and tells all about discovering latent needs, building a hypothesis, and giving it the boost to make it a hit.
About the author:
Yasuhiro Yamamoto is a Executive Director of Business Value Creations, Inc. Japanese Ninja Marketer. Engaging in brand consulting and marketing for leading companies in various fields such as cosmetics, pharmaceuticals, and alcoholic beverages. He also provides corporate training, teaches in universities, and writes articles for various media such as trade journals. He is a self-made expert in the planning and launching of new products and services, and a researcher of latent needs. Brief biography of the author (from “BOOK Author Information”)
※Description (from “BOOK” database)
Jūjitsu Yasai, REAL GOLD in a can, and Roots – the man behind these familiar products reveals the secret of his work!