The Birth of Future Businesses: Extracting Insights from Megatrends and Evolving Values



Aug 01, 2023 • 3 min read


The Birth of Future Businesses: Extracting Insights from Megatrends and Evolving Values

In the ever-changing landscape of business, it is important to identify the signs of change and extract insights from megatrends. However, it is crucial to understand that future businesses do not solely emerge from the organization of these megatrends. Another key aspect to consider is the shift in values.

When change is triggered by the signs of transformation, it often leads to a shift in customer value within a specific business domain. There are two main types of changes that occur in relation to customer value. The first is a significant improvement in the existing value proposition, elevating it to a new level. The second is the creation of a completely new value axis. Elements that were not previously sought after in existing businesses may become new sources of value.

Understanding these insights from megatrends and evolving values can help businesses thrive in the future. To further explore this concept, let's delve into the perspectives of manga artist Shinichi Ishizuka and his thoughts on creative expression and jazz.

In an interview with TOKION, Shinichi Ishizuka, the creator of the manga series "BLUE GIANT," discusses his passion for jazz and the art of storytelling. He believes that the movements of the human heart cannot be predicted. He rejects the idea of imposing constraints on characters, stating that they can do anything and undergo sudden changes of heart. It is this unpredictability that makes humans and their stories fascinating.

Drawing a parallel between Ishizuka's views and the business world, we can see that the unpredictability of human behavior also applies to consumers. As values evolve and change, businesses must adapt to meet the shifting needs and desires of their customers. By embracing the fluidity of customer preferences, companies can discover new opportunities to create value and stay relevant in the ever-evolving market.

So, how can businesses apply these insights to their own strategies? Here are three actionable pieces of advice:

  • 1. Embrace change and stay adaptable: Instead of resisting or fearing change, businesses should be open to it. By continuously monitoring and analyzing megatrends, as well as the changing values of their target audience, companies can proactively adapt their products, services, and marketing strategies to meet evolving customer expectations.
  • 2. Foster creativity and flexibility: Just as Ishizuka emphasizes the importance of allowing characters to be unpredictable, businesses should encourage creativity and flexibility within their teams. This means empowering employees to think outside the box, experiment with new ideas, and adapt to changing circumstances. By fostering an environment that embraces innovation, businesses can stay ahead of the curve and discover unique value propositions.
  • 3. Collaborate and learn from diverse perspectives: Ishizuka's passion for jazz stems from its ability to bring together musicians from different backgrounds and styles. Similarly, businesses can benefit from collaborations and diverse perspectives. By engaging with customers, industry experts, and even competitors, companies can gain valuable insights and discover new opportunities for growth.

In conclusion, the birth of future businesses is not solely derived from organizing megatrends but also from understanding the ever-evolving values of customers. By recognizing the signs of change, improving existing value propositions, and creating new value axes, businesses can position themselves to thrive in an unpredictable world. Embracing change, fostering creativity and flexibility, and seeking diverse perspectives are key actions that will enable businesses to adapt and stay ahead in the dynamic marketplace of the future.


  1. "未来の事業はメガトレンドの「整理」からは生まれない", (Glasp)
  2. "『BLUE GIANT』を描く漫画家、石塚真一が語る、創作表現とジャズへの想い - TOKION", (Glasp)

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