Reversing the purpose strategy: Shukudai Yaruki Pen & NTT Data capsule hotel
This examines the marketing concept of "reversing the purpose" (mokuteki no shudanka), which intentionally treats the original objective as a means to achieve a greater, often long-term, goal, contrasting it with the common pitfall of "means becoming the purpose."
This principle is illustrated through two main case studies: the "Shukudai Yaruki Pen," an IoT stationery product designed to motivate children by making studying (the original purpose) a means to earn rewards and develop enjoyment, and NTT Data's entry into the capsule hotel business. For NTT Data, the hotel operation is merely the…
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