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企業文化に投資せよ。|企業文化デザイン論
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Kenji Tomita | Runtrip, Inc.
February 14, 2019
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企業文化に投資せよ。|企業文化デザイン論
空気のような存在の「企業文化」に関して、長期的な競争優位という観点と、言語化/フレームワーク化/ロジック化というアプローチで包括的にまとめました。
Kenji Tomita | Runtrip, Inc.
February 14, 2019
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Transcript
اۀจԽʹࢿͤΑɻʛاۀจԽσβΠϯ Kenji Tomita
લఏ݅ ଞ͕ࣾ؆୯ʹਅࣅͰ͖ͳ͍ڧΈɻ ڝ૪༏Ґͱʁ
தظͰͷڝ૪༏ҐΛ֫ಘ͢ΔͨΊͷɺ ܦӦϦιʔεࢿରͱͯ͠ͷاۀจԽ ʹ͍ͭͯߟ͑Δɻ લఏ݅ ࠓ·Ͱͷڝ૪ઓུΛ͑ͯ
લఏ݅ ࠓճରʹ͢ΔϨΠϠʔ͠ͳ͍ϨΠϠʔ ͳͥʮاۀจԽʯ͕େ͔ ͍͔ʹ༏ΕͨاۀจԽΛσβΠϯ͢Δ͔ ͍͔ʹڧ͍νʔϜΛͭ͘Δ͔ ͍͔ʹ༏लͳϝϯόʔΛҭͯΔ͔
લఏ݅ ຊυΩϡϝϯτͷର ظతʹͯ͠."ͳͲΛࢦ͢ ظతʹՁΛఏڙ͠ଓ͚ΒΕΔձࣾΛࢦ͢ ⭕ ❌
اۀจԽͷσβΠϯ͕ਅʹେͳϑΣʔζ 4DBMF 4UBHF &BSMZ 4FFE ίΞࣄۀ͕يಓʹͬͨޙ
ʢ"GUFS1SPEVDU.BSLFU'JUʣ ৫͕ଓ͘ϑΣʔζҎ߱ .JEEMF -BUFS
ڝ૪ઓུͱ͍͏ΓޱͰ͋·ΓϑΥʔΧε͞Εͳ͍ ʮاۀจԽʯ͕ͳͥେͳͷ͔ Λ໌֬ʹ͠ɺ༏ΕͨاۀจԽΛͭ͘Δ ΤοηϯεΛ໌֬ʹ͢Δɻ త ڝ૪ઓུʹ͓͚ΔʮاۀจԽʯ
લఏ݅ ͳͥʮاۀจԽʯ͕େ͔
͜ΕΒاۀ͕தظͰलͰ͍ͯΔͷɺ ༏ΕͨϓϩμΫτͰͳ͘ɺ ࣄۀઓུͰͳ͘ɺ ಥ͖٧ΊΔͱاۀจԽͳͷͰͳ͍͔ Benchmark
ʮاۀจԽʯʹϑΥʔΧε͕ͨΒͳ͍ɻ ఏٞ ʮاۀจԽʯΛޠΔ্Ͱͷ
ޠΕΔ͜ͱ͕গͳ͍ ఆྔతʹଌΕͳ͍ ظతʹՌ͕Ͱͳ͍ Brian Chesky (Airbnb co-founder
& CEO) ఏٞ اۀจԽʹϑΥʔΧε͕ͨΒͳ͍̏ͭͷཧ༝ l l
ͦͷاۀ͕৴͡Δͷɺͦͯ͠ ͦΕʹج͖ͮஅߦಈ͢Δ͜ͱͷશͯɻ اۀจԽͱʁ
l༏ΕͨzاۀจԽͱʁ ूஂ͕ಛఆͷͷྗڧ͘৴͡ɺ ͦΕʹج͖ͮूஂతஅɺߦಈɺֶशͨ͠ ݁Ռ͕ಠࣗੑ࣋ͬͨΞτϓοτʹͳΔɻ
͔ͭɺ؆୯ʹਅࣅ͕Ͱ͖ͳ͍ɻ l༏ΕͨzاۀจԽͱʁ
̏ʙສҎ্લɺνϯύϯδʔͰͳ ͘ɺΦϥʔλϯͰͳ͘ɺωΞϯσϧλʔ ϧͰͳ͘ɺ ͳͥϗϞɾαϐΤϯε͕ ৯࿈ͷʹཱͬͨͷ͔ʁ ਓྨͷਐԽͷաఔḪΔ
ಥવมҟͷೝֵ໋ʹΑͬͯϗϞɾαϐΤϯε͚͕ͩ ʮڏߏʯΛ৴͡ΔೳྗΛಘΒΕ͔ͨΒɻ ͳͥਓྨ͕৯࿈ͷʹཱͬͨͷ͔ʁ
ͭ·Γɺ͋Δ͔ͳ͍͔͔Βͳ͍ͷ Λۭ͠ɺͦΕΛ৴͡ΔྗΛಘΔ͜ͱ ʹΑͬͯʮ૾্ͷݱ࣮ʯΛ ੜΈग़͢ೳྗΛಘͨɻ ਓྨΛଋͶΔɺूஂͰʮ৴͡Δʯྗ lڏߏl
ਓྨΛଋͶΔɺूஂͰʮ৴͡Δʯྗ ݂ԑີੑͷΈͰܨ͕ΕΔ܈ͷݶքʢ֓ͶʙਓʣΛ ͡Ίͯಥഁɺूஂతݱ࣮ʹΑΓͲͷछͳ͠ಘͳ͔ͬͨ ԿઍɺԿສͷ৫ͷྗΛଋͶΔ͜ͱʹޭͨ͠ɻ
ݸͷྗΛଋͶɺͦͷྗΛ࠷େݶʹൃش͠ɺಠࣗͷՁൃ ش͠ଓ͚Δݯઘ ʮͦͷूஂ͕ԿΛ৴ͯ͡ɺஅߦಈ͠ ͍ͯΔ͔ʢاۀจԽʣʯͰ͋Δɻ اۀจԽ͕ਅʹେͳ༁
ूஂͱͯ͠ͷߦ͖ઌɺͦͷաఔͰͷஅߦಈΛنఆ͢Δ ͷ͕ʢاۀʣจԽɻނʹɺಉ͡ߦ͖ઌͰ จԽ͕ҟͳΕͦͷϧʔτҟͳΔɻ اۀจԽ͕ਅʹେͳ༁ ·ΔͰҰͭͷݸͷΑ͏ʹूஂͰඈߦ͢ΔϜΫυϦ
اۀจԽͷσβΠϯ͕ਅʹେͳϑΣʔζ 4DBMF 4UBHF &BSMZ 4FFE ίΞࣄۀ͕يಓʹͬͨޙ
ʢ"GUFS1SPEVDU.BSLFU'JUʣ ৫͕ଓ͘ϑΣʔζҎ߱ .JEEMF -BUFS
اۀจԽͷσβΠϯ͕ਅʹେͳϑΣʔζ 4DBMF 4UBHF ٯʹɺ ίΞࣄۀ্͕ख͍͍ͬͯ͘ͳ͍ͷʹ จԽ৫͔Γ͜Ͷ͘Γճ͢ͷ
۪ͷࠎ &BSMZ 4FFE .JEEMF -BUFS
ͦͷاۀ͕৴͡Δͷɺͦͯ͠ ͦΕʹج͖ͮஅߦಈ͢Δ͜ͱͷશͯɻ اۀจԽͱʁʢ࠶ܝʣ
ʮاۀจԽʯͱ͍͏௫ΈͲ͜Ζ͕ͳ͍ ۭؾΈ͍ͨͳͷɺٯࡾ֯ܗͰදͤΔɻ اۀจԽͷٯࡾ֯ܗ
࣮ݱ͍ͨ͠ੈք ͦͷͨΊͷ໋ அ ߦಈ 5JNF اۀจԽͷٯࡾ֯ܗ
7JTJPO .JTTPO 7BMVF 5JNF اۀจԽͷٯࡾ֯ܗ
Ϗδϣϯ ϛογϣϯ Ձج४ 5JNF اۀจԽͷٯࡾ֯ܗ ߦಈنൣ
7JTJPO.JTTJPO7BMVFΛ໌จԽ͢Δ͔͠ͳ͍͔ ʹͤΑɺͦΕશͯͷ৫ʹ͓͍ۭͯؾ ͷΑ͏ʹଘࡏ͍ͯ͠Δɻ ۭؾͷΑ͏ʹଘࡏ͢ΔاۀจԽ
ॳΊۀऀͷ৴೦Ձ؍ ͩͬͨͷ͕ɺ ৫ͷޭͱूஂతֶश Λ௨ͯ͡ਂ৺ཧʹࠁΈࠐ·ΕΔɻ ۭؾͷΑ͏ʹଘࡏ͢ΔاۀจԽ
اۀจԽͷٯࡾ֯ܗ ނʹ֦େ͢Δ৫ʹ͓͍ͯจԽ͕ਖ਼͘͠ػೳ͢ΔͨΊʹ அߦಈϨϕϧ·Ͱҙਂ͘σβΠϯ ͞Εͳ͚ΕͳΒͳ͍ɻ
ͳͥ7BMVF͕େͳͷ͔ʁ 7BMVFاۀͱ͍͏ମʹ͓͚Δ %F/"ྲྀΕΔ ݂ӷͷΑ͏ͳͷ ਓؒͷͦΕͱಉ͡Α͏ʹɺاۀͦΕͧΕʹ ҟͳΔྻɺ݂ӷܕ͕͋Δ
ಠࣗͷاۀจԽΛҡ࣋͢ΔͨΊ ͢Δମʹ߹Θͤͯ ݂ӷͷ७Λอͪ ·Ͱ݂ΛΓΊ͙Βͤ ݂ѹΛదਖ਼ʹอͭྗ Λ͠ͳ͚ΕͳΒͳ͍ ͳͥ7BMVF͕େͳͷ͔ʁ
લఏ݅ ͍͔ʹ༏ΕͨʮاۀจԽʯΛσβΠϯ͢Δ͔
จԽΛ໌จԽࣾ͠һͱڞʹৗʹ Ξοϓσʔτ͠ଓ͚ΔྗΛ Ҏ্ߦͳ͍ͬͯΔ اۀจԽΛσβΠϯ͢Δ
ͷෆگͱͷࣄۀϐϘοτΛܦͯ ͠ଓ͚Δڝ૪ͷݯઘاۀจԽʹଞͳΒͳ͍ɻ اۀจԽΛσβΠϯ͢Δ https://beintheknow.co/recession/
༏ΕͨاۀจԽͷσβΠϯཁ݅ ʮاۀจԽʯʮͭ͘ΔʯͷͰͳ͘ ʮاۀจԽʯʮطʹͦ͜ʹ͋Δͷʯ
'JSTU1SJODJQMFTɿ࠷ॳͷߦಈنൣͱͳΔ "MJHONFOUɿ৫ΛҰͭͷํʹ 4UBCJMJUZɿ҆ఆੑΛ࡞Γग़͢ 5SVTUɿ৴པΛੜΉ &YDMVTJPOɿඞཁͱ͠ͳ͍ਓΛഉআ͠ 3FUFOUJPOɿඞཁͳਓΛͱͲΊΔ Alfred LinʢFormer Zappos COOʣ
༏ΕͨاۀจԽͷσβΠϯཁ݅
“What we are about isn’t make a boxes for people
get jobs done. We believe that people with passion can change the world better.” 8IZ͔Β͡ΊΔ Why >> What զʑͷίΞόϦϡʔࣄΛ͜ͳ͢ϚγϯΛ࡞Δ͜ͱͰ ͳ͘ɺੈքΛม͑ΔΛͬͨਓʑΛ৴͡Δ͜ͱͩ Steve Jobs (Apple Founder)
͗͢Δࣄۀɺ͗͢ΔࣄۀਰୀΛ·Ͷ͘ 2011ϒϥοΫϑϥΠσʔॳʹNew York Timesʹܝࡌ͞ΕͨPatagoniaͷࠂ ৗࣝΛ͍ٙɺ৴೦ʹ࣮ʹ "Faster business growth, faster dies”
Ivon Chuinard (Patagonia Founder)
lϘε͔ΒࣄۀܭըʹԊͬͨࢧ࣋ΛͭΑ͏ͳ ձࣾʹͳΒͳ͍ͨΊʹɺจԽֶ͕ʑͷ ۀͰձ͞Εͳ͚ΕͳΒͳ͍ɻόϦϡʔͱ ڞʹੜ͖ɺֶΛΔ͜ͱ͕݁Ռͱͯ͠اۀͷ ํੑΛ߹ΘͤɺޮԽΛଅ͠ɺශऑͳձ ΧΦεΛආ͚Δಓ͠ΔͱͳΔΜͩz Ivon Chuinard (Patagonia Founder)
ৗࣝΛ͍ٙɺ৴೦ʹ࣮ʹ
ಠࣗͷՁʹ ୭͕ܝ͛ΔΑ͏ͳͨΓલͷՁ؍Ͱɺ ڝ૪༏Ґଞ͕ࣾਅࣅͰ͖ͳ͍ڧΈ ʹͭͳ͕Βͳ͍
8JOFS5BLFT"MMͷ$UP$ϚʔέοτϓϨΠεʢίΞࣄۀʣ ͳΒʮߦಈنൣʯͱͯ͠ େ͞ #F#MPE ͕େͱ͍͏ϩδοΫ ίΞࣄۀͱͷؔ࿈ੑ
ίΞࣄۀͱͷؔ࿈ੑ ྑ͍จԽɺڞ༗͞Εͨ҉ͷԾఆ ʹΑͬͯͰ͖͕͋ͬͨઓུ͕ɺͦͷ ৫ͷ͓͔Ε͍ͯΔڥͰ Ͳͷఔػೳ͢Δ͔ʹΑܾͬͯ·Δɻ Edgar.H.Schein (Professor at the MIT)
͍͔ʹ༏ΕͨاۀจԽͰɺ ֦େ͢Δ৫ʹରͯ͠ ·Ͱਁಁͤ͞Δ ΈྗֶΛཧղ͠ σβΠϯ͠ͳ͚Εֆʹ ඳ͍ͨṷͱͳΔ ༏ΕͨاۀจԽ͚ͩͰෆશʁ $"65*0/
7JTJPO .JTTPO 7BMVF จԽΛମݱ͢Δͷ݁ہʮਓʯ
จԽΛମݱ͢Δͷ݁ہʮਓʯ 7JTJPOత .JTTPOҠಈखஈ 7BMVFਓ ͍͔ʹਓΛ࣠ʹاۀจԽΛσβΠϯ͢Δ͔
5PQ.BOBHFNFOU .JEEMF.BOBHFNFOU 4UB⒎ ৫ྗֶͷࡾ֯ܗ
େͳͷ৫ͷීวతͳྗֶΛཧղ͢Δ͜ͱɻ ৫ྗֶͷࡾ֯ܗ
Ξςϯγϣϯͷྗֶ ৫ྗֶʹԼ͔Β্ͷ૯͕ɺ্͔ΒԼͷ૯ΑΓউΔ Attention dynamics for Organization Structure
৫ྗֶͷࡾ֯ܗ ͭ·Γ৫ͷจԽɺܦӦਞϚωʔδϟͷ ʑͷৼΔ͍ʹΑͬͯنఆ͞ΕΔ 5PQ.BOBHFNFOU .JEEMF.BOBHFNFOU 4UB⒎
৫ྗֶͷࡾ֯ܗ ڕ͕಄͔ΒΔΑ͏ʹɺ ձࣾ಄͔ΒΔɻ Ώ͑ʹɺ ༏ΕͨاۀจԽɺ ಄͔Β࢝·Δɻ
৫ྗֶͷࡾ֯ܗ اۀจԽ ϦʔμʔͱνʔϜͷ ૬ޓ࡞༻Ͱੜ·ΕΔɻ ্ʹཱͭͷ͕खຊͱͳΓ ूஂͷنൣΛཱ֬͢Δɻ Edgar.H.Schein (Professor at the
MIT)
͞Βʹʮݸʯͷਂ৺ཧʹ౿ΈࠐΉ ਓྨཧͷಈͰͳ͘ཧ ײ ͷಈ
ԿΛݴ͏͔ɺΑΓʮ୭͕ʯݴ͏͔͕େࣄ ʢઆಘΑΓೲಘʣ ͞Βʹʮݸʯͷਂ৺ཧʹ౿ΈࠐΉ
৫ྗֶͷࡾ֯ܗ ඞͣݱͷΩʔϚϯΛר͖ࠐΉ͜ͱɻ จԽਁಁʹ͓͚Δ؊ཁ
৫ྗֶͷࡾ֯ܗ Who is the Key Person? จԽਁಁʹ͓͚Δ؊ཁ ͨͬͨͻͱͭͷ͍ɻ
৫ྗֶͷࡾ֯ܗ จԽਁಁʹ͓͚Δ؊ཁ 2͋ͳͨͷձࣾͰจԽΛମݱ͢Δ ࣾһΛҰਓ͚ͩબͿͱͨ͠Β୭ʁ
จԽΛମݱ͢Δͷ݁ہʮਓʯ 7JTJPOత .JTTPOҠಈखஈ 7BMVFਓ ʮ࠾༻ɾධՁʯ͕େࣄʂ ͍͔ʹਓΛ࣠ʹاۀจԽΛσβΠϯ͢Δ͔
اۀจԽͷਁಁڧԽͷαΠΫϧ ✔ͲΜͳܦӦஅΛ͢Δ͔ ✔ͲΜͳਓΛ࠾༻͢Δ͔ ✔ͲΜͳਓΛධՁ͢Δ͔
࠾༻ʹ͓͚Δ7BMVFͷେ͞ ࠾༻༌݂ʹ͓͍ͯ ݂ӷܕ7BMVFͷೖ೦ͳ νΣοΫ͕େɻ
͍͔ʹ࠾༻͕େ͔ ੈքதͷͻͱΛ୭Ͱ࠾༻Ͱ͖Δͱͯ͠ɺ ͦΕͰ͜ͷਓΛ࠾༻͍͔ͨ͠ʁ ໘ͷॏཁͳ͍
͍͔ʹ࠾༻͕େ͔ ඞͣ7BMVFνΣοΫͷઐ໘ೖΓ ΤϯδχΞʹΤϯδχΞͯͳ͍ పఈతʹόΠΞεΛऔΓআ͘ ΧϧνϟʔϑΟοτΛݟۃΊΔ
اۀจԽʹ͓͚Δ࠾༻ͱධՁͱʁ ݈શͳจԽΛҡ࣋͢ΔͨΊͷӦΈ ࠾༻ ධՁ
จԽΛҡ࣋͢ΔධՁͷ؊ཁ lޭ͋ΔऀʹΛɺ ಙ͋Δऀʹ৬Λz ʢڷོʣ ͭ·Γظతͳ࣮ʹ୯ൃͰͷใुͰใ͍ɺ จԽʹ߹͏ਓࡐͦ͜ΑΓߴ͍Ґʹਾ͑Δ͜ͱ͕େ
اۀ͕৴͡Δͷ ͦΕΛ࣮ݱ͢Δ৫ͷ ݂ӷͷ७Λอͭ͜ͱͦ͜ lଞࣾʹਅࣅ͞Εͳ͍தظͰͷڝ૪༏ҐzͱͳΔ ·ͱΊ
લఏ݅ ʮاۀจԽʯ͕ॏཁͳ͏Ұͭͷࢹ One more things…
اۀจԽͱදཪҰମΛ͢ͷ 2༏ΕͨاۀจԽɺΤϯυϢʔβʔ ͔ΒݟͨΒԿʹͳΔͷ͔ʁ
اۀจԽͱදཪҰମΛ͢ͷ "ϒϥϯυ
اۀจԽͱදཪҰମΛ͢ͷ اۀจԽͱϒϥϯυίΠϯͷཪදɻ ϒϥϯυձ͕ࣾൃ৴͢Δ֎ͷੈքʹର͢Δଋɻ
ैۀһ Τϯυ Ϣʔβʔ ϒϥϯυ اۀจԽ اۀจԽͱදཪҰମΛ͢ͷ ͦͷ৫͕ ৴͡Δͷ அߦಈͷ ͯ͢
lΧϧνϟʔͦͷձࣾͷਓʑ͕ԿΛ৴͍ͯ͡Δ͔ɻͭ· ΓΫϦΞͳϛογϣϯΛ࣋ͭ͜ͱɻϒϥϯυձ͕ࣾൃ৴ ͢Δ֎ͷੈքʹର͢ΔଋͩɻͦͷଋΛൃ৴͢Δͷɺ ΧϧνϟʔΛ৴ͯ͡ڰ͍ͯ͠Δैۀһʹ΄͔ͳΒͳ͍ɻ ͦͷڰ͕ϢʔβʔʹΘΓɺڧ͍ϒϥϯυ͕ΒΕΔɻz Brian Chesky (Airbnb co-founder &
CEO) اۀจԽͱදཪҰମΛ͢ͷ
7JTJPOత .JTTPOҠಈखஈ 7BMVFਓ ڰͨ͠ैۀһˠϒϥϯυ اۀจԽͱදཪҰମΛ͢ͷ
ࣾ֎ͷڰΛΓ͚ͨΕɺ ਓʹࢿͤΑɻ ࠷ޙʹɻ