Page 77 - MYM 2016

human resource development
It is necessary to nd and identify a problem before solving it. We can nd and solve the con- scious problems of customers through research
but it is very di cult to nd their unconscious problems. To succeed and grow, companies need
to develop both renovations that solve customers’ conscious problems and innovations that solve cus- tomers’ unconscious problems.
At Nestlé Japan, we recognize the strategic importance of how to nd customers’ unconscious problems to create innovations, and implement training to strengthen this ability through our Innovation Awards. e Innovation Awards
are initiatives through which all employees are encouraged to think deeply about their customers’ problems and solutions for them, and implement them. e process helps all employees improve their ability to nd and solve problems. It also has another important aspect in terms of training, which is improving the judgment of management. is is the ability to look for diamonds in the rough amongst the many ideas submitted to the Innovation Awards and to polish them. rough the Innovation Awards, members of management at Nestlé Japan can improve their ability to recog- nize good ideas, no matter how small, and grow them into real business opportunities. e number
The humanoid robot Pepper (here, in front of NESCAFÉ products) is a big hit with customers. Businesses need to nd more ways to leverage 21st century technology such as the internet, AI and VR to create solutions for customers.
of applications for the Innovation Awards has increased rapidly in the ve years since its incep- tion. Some ideas generated from them already contribute to the growth of our businesses.
In summary, in this day and age marketers need to solve customer’s conscious and uncon- scious problems by using innovative means. A big innovation, even it occurs less frequently, can bring pro table growth for more than half a century with subsequent renovations. Encouraging innovation in a company, such as we do at Nestlé Japan, will be crucial to future growth and success. ■
Kohzoh Takaoka is the CEO of Nestlé Japan.
DisrUPtioN & iNNoVatioN
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