クオリティの高い広告クリエイティブを「問う」方法

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ΫΦϦςΟͷߴ͍ ޿ࠂΫϦΤΠςΟϒΛʮ໰͏ʯํ๏

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ࣗݾ঺հ

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୅දऔక໾ࣾ௕ / CO-CREATOR Ճདྷ ޾थʛKOKI KAKU 1983೥ ෱Ԭݝా઒܊ੜ·Εɾֈ࠲ͷABܕɾ۝भେֶܳज़޻ֶ෦ଔ ιϑτόϯΫϗʔΫε৴ऀͷ৽॓ΰʔϧσϯ֗ϧʔΩʔ גࣜձࣾηϓςʔχ ʢ 2006 – 2017 ʣ ΫϦΤΠςΟϒ෦ ઐ೚෦௕ / ΫϦΤΠςΟϒσΟϨΫλʔ ※ ηϓςʔχάϧʔϓ৽نࣄۀίϯςετ גࣜձࣾαΠϯίαΠϯ ʢ 2018 – Now ʣ ୅දऔక໾CEO / Co-Creator kakukoki

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2018.04 – NOW

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اۀཧ೦ Corporate Will ࣗ෼ͷݴ༿ͰޠΔͱ͖ɺਓ͸͍͍੠Ͱ࿩͢ɻ 100Λ௒͑Δاۀ΍ϒϥϯυͷɺاۀཧ೦΍ωʔϛϯάͳͲ ΞΠσϯςΟςΟڞ૑΍ΫϦΤΠςΟϒࢧԉΛ͍ͯ͠·͢

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2006.04 – 2017.09

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ηϓςʔχೖࣾޙ͸ɺΫϦΤΠςΟϒσΟϨΫλʔͱͯ͠ɺΩϟϯϖʔϯاըɺ ઓུPRɺ TVCMɺιʔγϟϧϝσΟΞϚʔέςΟϯάͳͲ༷ʑͳྖҬͷҊ݅ʹैࣄ

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ӡ༻ܕ޿ࠂΫϦΤΠςΟϒͷʮ༗ޮͳ੍࡞ख๏ͷݴޠԽʯʹ΋औ૊Έɺ ϊ΢ϋ΢ͷࣾ಺֎΁ͷൃ৴ʹ΋ۀքͷ࠷લઢͰ஫ྗ

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ΧϯϑΝϨϯεͳͲͰͷొஃ΍ϓϨθϯ৆ड৆΋ଟ਺ ӡ༻ܕ޿ࠂΫϦΤΠςΟϒͷʮ༗ޮͳ੍࡞ख๏ͷݴޠԽʯʹ΋औ૊Έɺ ϊ΢ϋ΢ͷࣾ಺֎΁ͷൃ৴ʹ΋ۀքͷ࠷લઢͰ஫ྗ

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͸͡Ίʹ

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օ͞Μ͸ΫϦΤΠςΟϒϫʔΫʹ ͲΜͳ೰Έ͕͋Γ·͔͢ʁ

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ԿΛ͍͍͔ͭͬͯ͘Θ͔Βͳ͍ʜ

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Ͳ͏ґཔ͍͍͔ͯ͠Θ͔Βͳ͍ʜ

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Ͳ͏ධՁ͢Ε͹͍͍͔Θ͔Βͳ͍ʜ

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Ͳ͏վળ͍͍͔ͯ͠Θ͔Βͳ͍ʜ ʢͳͥྑ͔ͬͨʗѱ͔͔ͬͨΘ͔Βͳ͍ʜʣ

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Կ͕Θ͔Βͳ͍ͷ͔΋Θ͔Βͳ͍ʜ

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ΫϦΤΠςΟϒ੍࡞ʹ͍ͭͯͷ ೰Έ͕ਚ͖ͳ͍ͷ͸ͳͥʁ

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ʢ೰ΈΛθϩʹ͸Ͱ͖ͳ͍͔΋͠Ε·ͤΜ͕…ʣ ೰Έ͕ਚ͖ͳ͍ͷ͸ ΫϦΤΠςΟϒ੍࡞ʹ͓͚Δ ࠷ॏཁϓϩηεΛ๨Ε͍ͯΔ͔Β ʢ͔΋͠Εͳ͍ʣ

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ຊ೔ͷςʔϚ

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ຊ೔ͷςʔϚ ΫΦϦςΟͷߴ͍ ޿ࠂΫϦΤΠςΟϒΛ ʮ ໰͏ ʯྗ

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ຊ೔ͷςʔϚ ΫΦϦςΟͷߴ͍ΫϦΤΠςΟϒ ͷલʹ͸ඞͣ ΫΦϦςΟͷߴ͍໰͍ ͕͋Δ

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ਖ਼͘͠ʮ໰͏ʯ͜ͱ͕Ͱ͖Ε͹

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ԿΛ͍͍͔ͭͬͯ͘Θ͔Βͳ͍… ↓ ຊ౰ʹͭ͘Δ΂͖΋ͷ͕Θ͔Δ

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Ͳ͏ґཔ͍͍͔ͯ͠Θ͔Βͳ͍… ↓ ԿΛظ଴͍ͯ͠Δ͔఻͑ΒΕΔ

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Ͳ͏ධՁ͢Ε͹͍͍͔Θ͔Βͳ͍… ↓ ҧ࿨ײͷ͋Δ఺ΛݴޠԽͰ͖Δ

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Ͳ͏վળ͍͍͔ͯ͠Θ͔Βͳ͍ʜ ʢͳͥྑ͔ͬͨʗѱ͔͔ͬͨΘ͔Βͳ͍ʜʣ ˣ ԾઆΛݕূͯ͠ ৽͍͠Ծઆཱ͕ͯΒΕΔ

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Կ͕Θ͔Βͳ͍ͷ͔΋Θ͔Βͳ͍ʜ ˣ ʮΘ͔Βͳ͍ʯ͜ͱΛ ৽͍͠ʮՄೳੑʯʹ

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༨ஊɿ ΫϦΤΠλʔͷ࢓ࣄ͸ "*ʢ$IBU(15ͳͲʣʹ ୣΘΕΔͷ͔ʁ

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ΫϦΤΠλʔʢਓؒʣͷ࢓ࣄ͸AIʹୣΘΕΔͷ͔ʁ ͦͷճ౴͸ YESͰ΋͋Γ NOͰ΋͋Δ

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ΫϦΤΠλʔʢਓؒʣͷ࢓ࣄ͸AIʹୣΘΕΔͷ͔ʁ ChatGPTʢAIʣ → ౴͑Λͭ͘Δ AI creates Answers CreatorʢHumanʣ→ ໰͍Λͭ͘Δ HUMANS create Questions

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ΫϦΤΠλʔʢਓؒʣͷ࢓ࣄ͸AIʹୣΘΕΔͷ͔ʁ ໰͍Λ૑଄͢Δ͜ͱ ˣ ՄೳੑΛ૝૾͢Δ͜ͱ

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ΫΦϦςΟͷߴ͍ʮ໰͍ʯΛͭ͘Δίπ

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޿ࠂΫϦΤΠςΟϒͷΫΦϦςΟΛࠨӈ͢Δʮ໰͍ʯ ͲΜͳ ໨తͰʁ WHO ? WHAT ? HOW ? WHY ? ୭ʹ ޲͚ͯʁ ԿΛ ఻͑Δʁ Ͳ͏ දݱ͢Δʁ

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޿ࠂΫϦΤΠςΟϒͷΫΦϦςΟΛࠨӈ͢Δʮ໰͍ʯ ͲΜͳ ໨తͰʁ WHO ? WHAT ? HOW ? WHY ? ୭ʹ ޲͚ͯʁ ԿΛ ఻͑Δʁ Ͳ͏ දݱ͢Δʁ

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WHY ͲΜͳ໨తͰʁ

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໨తͷઃఆʹΑͬͯ ͭ͘ΒΕΔΫϦΤΠςΟϒ͸ େ͖͘ҟͳͬͯ͘Δ

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ൢചͷଅਐ ʢίϯόʔδϣϯʣ ೝ஌ͷ֦େ ʢϦʔνʣ ޿ࠂΫϦΤΠςΟϒͷ໨తͱ͍͑͹

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ຊ౰ʹͭ͘Δ΂͖ ΫϦΤΠςΟϒΛͭ͘ΔͨΊʹ͸ ,1*ୡ੒ͷͨΊʹ ԿΛ໨ࢦ͢ͷ͔·Ͱఆٛ͢΂͖

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ʮೝ஌ͷ֦େʯύϑΥʔϚϯεΛࠨӈ͢Δཁૉ ࠶ੜ ͨ͘͠ͳΔ ࠷ޙ·Ͱ ݟͨ͘ͳΔ γΣΞ ͨ͘͠ͳΔ Ͳͷୡ੒Λ໨ࢦ͔͢Ͱ ࠷దͳΞ΢τϓοτ͸ҟͳͬͯ͘Δ

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ʮൢചͷଅਐʯύϑΥʔϚϯεΛࠨӈ͢Δཁૉ ໨ʹཹ·Δ ڵຯΛҾ͘ ߪങΛଅ͢ ΍͸ΓɺͲͷୡ੒Λ໨ࢦ͔͢Ͱ ࠷దͳΞ΢τϓοτ͸ҟͳͬͯ͘Δ

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ྫ͑͹ εΩοϓΛ๷ࢭͯ͠ɺೝ஌ΛߴΊΔಈը

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ྫ͑͹ ࠷ޙ·ͰڵຯΛҾ͖ɺߪങΛଅ͢ಈը

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WHY ͲΜͳ໨తͰʁ KPIୡ੒ͷͨΊʹ ԿΛ໨ࢦ͢ͷ͔ʁ·Ͱ ໰͏͜ͱ͕ॏཁ ʢࢦඪͷఏ͚ࣔͩͰ͸໨త͕ϒϨ΍͍͢ʣ

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޿ࠂΫϦΤΠςΟϒͷΫΦϦςΟΛࠨӈ͢Δʮ໰͍ʯ ͲΜͳ ໨తͰʁ WHO ? WHAT ? HOW ? WHY ? ୭ʹ ޲͚ͯʁ ԿΛ ఻͑Δʁ Ͳ͏ දݱ͢Δʁ

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WHO ୭ʹ޲͚ͯʁ

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୭ʹ޲͚ͯಧ͚Δ޿ࠂͳͷ͔ʁ ۩ମతʹ͢Ε͹͢Δ΄Ͳ ΫϦΤΠςΟϒ͸ڧ͘ͳΔ

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ݦࡏ૚ જࡏ૚ ͜ͷΫϦΤΠςΟϒͷλʔήοτ͸୭Ͱ͔͢ʁ

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γχΞ૚ ए೥૚ ͜ͷΫϦΤΠςΟϒͷλʔήοτ͸୭Ͱ͔͢ʁ

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୅ঁੑ ୅உੑ ͜ͷΫϦΤΠςΟϒͷλʔήοτ͸୭Ͱ͔͢ʁ

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ͦͷλʔήοτઃఆͰ ຊ౰ʹਓͷإ͕૝૾Ͱ͖·͔͢ʁ

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WHO͸۩ମతͰ͋Δ΄ͲΫϦΤΠςΟϒ͸ڧ͘ͳΔ 20୅உੑ ϫΠϯΛޠΒͤͨΒࢭ·Βͳ͍ ITاۀۈ຿ͷएख؅ཧ৬ 30୅ঁੑ ৸ΔલʹඞͣΠϯελʹ౤ߘ͢Δ OܕͷΩϟϦΞ΢ʔϚϯ ए೥૚ ࣗ෼ʹબڍݖ͕͋Δ͜ͱΛ஌Βͳ͍ ౎಺ͷࢲཱେֶੜʢ19ࡀʣ

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λʔήοτ͸େ͖͍΄͏͕͍͍Μ͡Όͳ͍ͷʁ ̍̌̌ສਓͷΠϯαΠτͷฏۉʹ ڞײ͢Δਓؒ͸͓ͦΒ̍͘ਓ΋͍ͳ͍ ͔ͨ͠ͳ̍ਓͷΠϯαΠτʹ ڞײ͢Δਓؒ͸ҙ֎ͱ͚ͬ͜͏͍Δ ͚Ͳ

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WHOΛ۩ମతʹ͢ΔͨΊͷίπ ࢠͲ΋ʹݫ͍͠ δϟχʔζ޷͖ͳ ݆໿Ոͷ Πϯελ޷͖ͳ ༑ͩͪͷଟ͍ ɾɾɾetc ઐۀओ් ΩϟϦΞ΢ʔϚϯ ϒϩΨʔ ΧδϡΞϧϚϚ ؼࠃࢠঁ ɾɾɾetc ྫ ɿ 40 ୅ ͘ Β͍ ͷ ঁੑ ͷ৔ ߹ ˓˓ͳ˓˓ Ͱ੔ཧ͢Δͱɺ۩ମతʹͳΓ΍͍͢

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WHO ୭ʹ޲͚ͯʁ ୭ʹ޲͚ͯͭ͘Δͷ͔ إ͕ݟ͑Δ͘Β͍·Ͱ ۩ମతʹ໰͏͜ͱ͕ॏཁ ʢΞϯέʔτΑΓσϓεΠϯλϏϡʔʣ

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޿ࠂΫϦΤΠςΟϒͷΫΦϦςΟΛࠨӈ͢Δʮ໰͍ʯ ͲΜͳ ໨తͰʁ WHO ? WHAT ? HOW ? WHY ? ୭ʹ ޲͚ͯʁ ԿΛ ఻͑Δʁ Ͳ͏ දݱ͢Δʁ

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WHAT ԿΛૌٻ͢Δʁ

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ಧ͚͍ͨਓʹ ࢗ͞Δૌٻʢ—ʣΛݟ͚ͭΔͨΊʹ ຊ౰ͷՁ஋Λ੔ཧ͢Δ

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ࢗ͞Δૌٻʢ—ʣΛൃݟ͢Δ ࢀߟʹͳΔʮ̏ͭͷ໊ݴʯ

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໊ݴ ᶃ

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1/4ΠϯνͷυϦϧΛങ͏ਓ͕ ٻΊ͍ͯΔ΋ͷ͸ 1/4ΠϯνͷυϦϧͰ͸ͳ͘ 1/4Πϯνͷ݀Ͱ͋Δ By ηΦυΞɾϨϏοτ ʢ1968೥ʣ

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ྫ͑͹ɺυτʔϧίʔώʔͷՁ஋͸ʁ ʢʙͩΑʣ ͩ͜ΘΓ ௚Րᖿઝ ̍ഋ 200ԁʙ ໺ࡊ ͨͬ΀Γ αϯυ λόί͕ ٵ͑Δ

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˓˓ʹ͔͠ݴ͑ͳ͍Ձ஋͸ʁ

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˓˓ʹ͔͠ݴ͑ͳ͍Ձ஋ͳͷ͔ʁ

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໊ݴ ᶄ

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ϑΝϯΫγϣϯΑΓΤϞʔγϣϯ ԿΛݴ͑Δ͔ʁΑΓ΋ ͍͔ʹʮݴͬͯ΄͍͜͠ͱʯΛݴ͏͔ʁ͕ αΠϑͷඥΛͻΒͨ͘Ίʹେ੾ By ๭ΫϦΤΠςΟϒσΟϨΫλʔ

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˓˓ʹ͔͠ݴ͑ͳ͍Ձ஋͸ʁ ˓˓ʹݴͬͯ΄͍͠Ձ஋͸ʁ

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ྫ͑͹ɺυτʔϧίʔώʔͷՁ஋͸ʁ ʢʙͩΑʣ ͩ͜ΘΓ ௚Րᖿઝ ̍ഋ 200ԁʙ ໺ࡊ ͨͬ΀Γ αϯυ λόί͕ ٵ͑Δ ͓͍͠͞ʹ ຬ଍Ͱ͖Δ ຖ೔Ͱ΋ ߦ͖ͨ͘ͳΔ ݈߁తʹ খෲ͕ ຬͨͤΔ ࣗ෼ͷ ډ৔ॴʹ ͳΔ

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εϓʔϯͰ৯΂ΒΕΔΑʢʙͩΑʣ ↓ ޷͖ͳਓʹ৯΂ͤͯ͞΋Β͍͍ͨͳʢʙͩͳʣ

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ΰϧϑͷείΞ͕ྑ͘ͳΔΑʢʙͩΑʣ ↓ ࠓ͙͢ΰϧϑʹߦ͖͍ͨͳʢʙͩͳʣ

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͓͍͍ͬ͘͢͝͠ΑʢʙͩΑʣ ↓ Ұ౓͸৯΂ͯΈ͍ͨͳʢʙͩͳʣ

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ͦΕͰ΋ ࢗ͞Δૌٻʢ—ʣʹ ͳΒͳ͚Ε͹

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໊ݴ ᶅ

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ʮݴ͑Δ͜ͱʢʙͩΑʣʯͱ ʮݴͬͯ΄͍͜͠ͱʢʙͩͳʣʯΛ ૊Έ߹ΘͤͨΓݴ͍׵͑ͨΓ͢Δ͜ͱͰ ࢗ͞Δૌٻʢ—ʣΛ։ൃͰ͖Δ By ΧΫɾί΢Ω

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ࢗ͞Δૌٻʢ—ʣʹ͚ۙͮΔͨΊʹ Exɿ͍҆ͷʹΦγϟϨͳίʔώʔ Exɿ೉͍͚͠Ͳୡ੒ײ͕͋ΔήʔϜ ૊Έ߹ΘͤΔ ૌٻA ૌٻD ૌٻB ૌٻE ݴ͍׵͑Δ ૌٻA ૌٻA’ ExɿڠྗϓϨΠͰ͖Δ ExɿՈ଒Ͱָ͠ΉͷʹϐολϦ

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ྫ͑͹ɺυτʔϧίʔώʔͷ৔߹ ͩ͜ΘΓ ௚Րᖿઝ ຖ೔Ͱ΋ ߦ͖ͨ͘ͳΔ

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ؾෛΘͣ ೖΕΔ͔Β ॿ͔Δ ݈߁తʹ খෲ͕ ຬͨͤΔ ྫ͑͹ɺυτʔϧίʔώʔͷ৔߹

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఻આͷ ৬ਓͷຯΛ ࠶ݱ ͩ͜ΘΓ ௚Րᖿઝ ྫ͑͹ɺυτʔϧίʔώʔͷ৔߹

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μΠΤοτʹ ͓͢͢Ί ݈߁తʹ খෲ͕ ຬͨͤΔ ྫ͑͹ɺυτʔϧίʔώʔͷ৔߹

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WHAT ԿΛૌٻ͢Δʁ ݴ͑Δ͜ͱ͚ͩͰͳ͘ ݴͬͯ΄͍͜͠ͱ͸Կ͔ ਂ͘ਂ͘໰͍ଓ͚Δ͜ͱ ʢ૊Έ߹Θͤ΍ݴ͍׵͑΋༗ޮʣ

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޿ࠂΫϦΤΠςΟϒͷΫΦϦςΟΛࠨӈ͢Δʮ໰͍ʯ ͲΜͳ ໨తͰʁ WHO ? WHAT ? HOW ? WHY ? ୭ʹ ޲͚ͯʁ ԿΛ ఻͑Δʁ Ͳ͏ දݱ͢Δʁ

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HOW Ͳ͏දݱ͢Δʁ

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ΫϦΤΠςΟϒͷදݱΛ໰͏ͱ͸ ʮͲ͜ʯΛʮͲ͏ʯ ޻෉͢Δ͔Λߟ͑Δ͜ͱ

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ʮ Ͳ͜ ʯΛ޻෉͢Δʁ ʢ ޻෉͢Δཁૉͷಛఆ ʣ

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ૉࡐ จࣈ ɾϑΥϯτબఆ ɾࣈؒ/ߦؒͷௐ੔ શମ ৘ใ੔ཧ ɾ৘ใͷબ୒ ɾཁૉͷ଍͠ࢉͱҾ͖ࢉ ը૾ ɾϨλον/Ճ޻ ɾࣸਅ/Πϥετબఆ ৭ ɾશମͷτʔϯબఆ ɾ৭ͷ૊Έ߹Θͤ ਤܗ ɾݟ΍͍͢ܗͷબఆ ɾޮՌతͳҹ৅ ը໘ߏ੒ ɾ഑ஔ/ϨΠΞ΢τ ɾϚʔδϯͷҙࣝ ExɿάϥϑΟοΫͷ৔߹

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ʮ Ͳ͏ ʯ޻෉͢Δʁ ʢ දݱͷςΫχοΫ ʣ

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දݱΛΫϦΤΠςΟϒʹ͢ΔͨΊͷςΫχοΫʢҰྫʣ ϨτϦοΫ ʢमֶࣙʣ

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ϨτϦοΫͱ͸ʁ ૊Έ߹Θͤ΍ݴ͍׵͑ͰΞΠσΞΛ ൃ૝͢ΔͨΊͷϊ΢ϋ΢ ޮՌతͳݴ༿͸ͲͷΑ͏ʹ࡞ΒΕΔͷ͔Λ෼ੳɾ੔ཧͨ͠΋ͷɻ ৗʹΫϦΤΠςΟϒͳ΋ͷ͕Ͱ͖ͨޙʹɺ ޙ௥͍ͰͲ͏ͯͦ͠Ε͕ޮՌతͳͷ͔Λ෼ੳ͠ɺ ੵΈॏͶͨूେ੒ͱݴ͑Δɻ

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ϨτϦοΫͷछྨ ϨτϦοΫʹ͸େ͖͘2ͭͷख๏͕͋Δ ʮ ஔ͖׵ ͑ Δ ʯख ๏ ൺᄻ t r o p e εΩʔϜ s c h e m e ʮฒ ΂ସ͑ Δʯ ख๏

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ൺᄻͷϨτϦοΫ º 5छྨ ྨࣅੑʹΑΔஔ͖׵͑ ྡ઀ੑʹΑΔஔ͖׵͑ Ξφϩδʔ ϝλϑΝʔ ٖਓԽ ύϩσΟ ྡ઀ᄻ

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εΩʔϜͷϨτϦοΫ º 9छྨ vs ίϯτϥετ ϛεϚον ٯస ݁߹ ൓෮ɾू߹ ތு ୯७Խ ૿ྔ ෼཭

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ϝλϑΝʔʢ҉ᄻʣ Πϝʔδ͕ͳΜͱͳ͘ࣅ͍ͯΔ ผͷ΋ͷʹஔ͖׵͑Δ

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จࣈʢίϐʔʣ Ͳ͜Λʁ ϝλϑΝʔ Ͳ͏ʁ

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ࣸਅ Ͳ͜Λʁ ϝλϑΝʔ Ͳ͏ʁ

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ύϩσΟ ࣅ͍ͯΔ༗໊ͳώτɾϞϊɾίτʹ ஔ͖׵͑Δ

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จࣈʢίϐʔʣ Ͳ͜Λʁ ύϩσΟ Ͳ͏ʁ

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ࣸਅ Ͳ͜Λʁ ύϩσΟ Ͳ͏ʁ

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ίϯτϥετ ͭҎ্ͷʢࣅͨʣ΋ͷΛ઀ۙͤͯ͞ ͦͷࠩͰΞϐʔϧ͢Δ

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ը໘ߏ੒ɾΧϥʔ Ͳ͜Λʁ ίϯτϥετ Ͳ͏ʁ

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จࣈʢίϐʔʣ Ͳ͜Λʁ ίϯτϥετ Ͳ͏ʁ

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ٯస ٯసͨ͠Γ൓ରʹͯ͠ɺҧ͏΋ͷΛ ͭͬͨ͘ΓΞϐʔϧ͢Δ

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จࣈʢίϐʔʣ Ͳ͜Λʁ ٯస Ͳ͏ʁ

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৘ใ੔ཧ Ͳ͜Λʁ ٯస Ͳ͏ʁ

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ʢ͙͢ʹ࢖͍͜ͳ͢ͷ͸೉͍͔͠΋͠Ε·ͤΜ͕ʣ ʮͲ͜ʁʯΛʮͲ͏ʁʯͷ ໰͍ͷҙࣝΛ͚࣋ͭͩͰ΋ ґཔ΍ൃ૝΍ධՁ͕εϜʔζʹͳΔ

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HOW Ͳ͏දݱ͢Δʁ ʮͲ͜ʯΛʮͲ͏ʯ޻෉͢Δ͔ ͱ͍͏ҙࣝΛ࣋ͪͳ͕Β ײ֮ͷݴޠԽʹͩ͜ΘΔ ʢ໨ʹೖΔΫϦΤΠςΟϒʹ΋ͦͷҙࣝΛ޲͚Δʣ

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·ͱΊ

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·ͱΊͷલʹ ΋͏Ұ͚ͭͩʮ໊ݴʯͷγΣΞ

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lΘ͔ΒͶ͑͜ͱʹϧʔϧΛ୳͢ɻ ͦͷΫοι஍ಓͳ౒ྗΛ ՊֶͬͯݺΜͰΔ͚ͩͩɻz ʢ %S450/&ΑΓ ʣ

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ΑΓΫΦϦςΟͷߴ͍ ΫϦΤΠςΟϒΛੜΈग़ͨ͢Ίʹ ʢͱ͍͏͔͢΂ͯͷ࢓ࣄʹʣ ඞཁͳελϯεͰ͸ͳ͍ͩΖ͏͔

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ԿΛ͍͍͔ͭͬͯ͘Θ͔Βͳ͍… ↓ ຊ౰ʹͭ͘Δ΂͖΋ͷ͕Θ͔Δ

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Ͳ͏ґཔ͍͍͔ͯ͠Θ͔Βͳ͍… ↓ ԿΛظ଴͍ͯ͠Δ͔఻͑ΒΕΔ

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Ͳ͏ධՁ͢Ε͹͍͍͔Θ͔Βͳ͍… ↓ ҧ࿨ײͷ͋Δ఺ΛݴޠԽͰ͖Δ

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Ͳ͏վળ͍͍͔ͯ͠Θ͔Βͳ͍ʜ ʢͳͥྑ͔ͬͨʗѱ͔͔ͬͨΘ͔Βͳ͍ʜʣ ˣ ԾઆΛݕূͯ͠ ৽͍͠Ծઆཱ͕ͯΒΕΔ

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Կ͕Θ͔Βͳ͍ͷ͔΋Θ͔Βͳ͍ʜ ˣ ʮΘ͔Βͳ͍ʯ͜ͱΛ ৽͍͠ʮՄೳੑʯʹ

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ΫϦΤΠςΟϒʹؔ͢Δ ͋ΒΏΔʮΘ͔Βͳ͍ʯʹ ཱͪ޲͔͏ͨΊͷྗ

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ຊ೔ͷςʔϚ ΫΦϦςΟͷߴ͍ ޿ࠂΫϦΤΠςΟϒΛ ʮ ໰͏ ʯྗ

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ຊ೔ͷςʔϚ ΫΦϦςΟͷߴ͍ΫϦΤΠςΟϒ ͷલʹ͸ඞͣ ΫΦϦςΟͷߴ͍໰͍ ͕͋Δ

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ΫΦϦςΟͷߴ͍ʮ໰͍ʯΛͭ͘Δίπ

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޿ࠂΫϦΤΠςΟϒͷΫΦϦςΟΛࠨӈ͢Δʮ໰͍ʯ ͲΜͳ ໨తͰʁ WHO ? WHAT ? HOW ? WHY ? ୭ʹ ޲͚ͯʁ ԿΛ ఻͑Δʁ Ͳ͏ දݱ͢Δʁ

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WHY ͲΜͳ໨తͰʁ

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໨తͷઃఆʹΑͬͯ ͭ͘ΒΕΔΫϦΤΠςΟϒ͸ େ͖͘ҟͳͬͯ͘Δ

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WHY ͲΜͳ໨తͰʁ KPIୡ੒ͷͨΊʹ ԿΛ໨ࢦ͢ͷ͔ʁ·Ͱ ໰͏͜ͱ͕ॏཁ ʢࢦඪͷఏ͚ࣔͩͰ͸໨త͕ϒϨ΍͍͢ʣ

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WHO ୭ʹ޲͚ͯʁ

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୭ʹ޲͚ͯಧ͚Δ޿ࠂͳͷ͔ʁ ۩ମతʹ͢Ε͹͢Δ΄Ͳ ΫϦΤΠςΟϒ͸ڧ͘ͳΔ

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WHO ୭ʹ޲͚ͯʁ ୭ʹ޲͚ͯͭ͘Δͷ͔ إ͕ݟ͑Δ͘Β͍·Ͱ ۩ମతʹ໰͏͜ͱ͕ॏཁ ʢΞϯέʔτΑΓσϓεΠϯλϏϡʔʣ

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WHAT ԿΛૌٻ͢Δʁ

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ಧ͚͍ͨਓʹ ࢗ͞Δૌٻʢ—ʣΛݟ͚ͭΔͨΊʹ ຊ౰ͷՁ஋Λ੔ཧ͢Δ

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WHAT ԿΛૌٻ͢Δʁ ݴ͑Δ͜ͱ͚ͩͰͳ͘ ݴͬͯ΄͍͜͠ͱ͸Կ͔ ਂ͘ਂ͘໰͍ଓ͚Δ͜ͱ ʢ૊Έ߹Θͤ΍ݴ͍׵͑΋༗ޮʣ

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HOW Ͳ͏දݱ͢Δʁ

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ΫϦΤΠςΟϒͷදݱΛ໰͏ͱ͸ ʮͲ͜ʯΛʮͲ͏ʯ ޻෉͢Δ͔Λߟ͑Δ͜ͱ

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HOW Ͳ͏දݱ͢Δʁ ʮͲ͜ʯΛʮͲ͏ʯ޻෉͢Δ͔ ͱ͍͏ҙࣝΛ࣋ͪͳ͕Β ײ֮ͷݴޠԽʹͩ͜ΘΔ ʢ໨ʹೖΔΫϦΤΠςΟϒʹ΋ͦͷҙࣝΛ޲͚Δʣ

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޿ࠂΫϦΤΠςΟϒͷΫΦϦςΟΛࠨӈ͢Δʮ໰͍ʯ ͲΜͳ ໨తͰʁ WHO ? WHAT ? HOW ? WHY ? ୭ʹ ޲͚ͯʁ ԿΛ ఻͑Δʁ Ͳ͏ දݱ͢Δʁ

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ΑΓΫΦϦςΟͷߴ͍ ޿ࠂΫϦΤΠςΟϒΛ໨ࢦͯ͠ ͥͻ׆༻ͯ͠Έ͍ͯͩ͘͞ʂ

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