Publishing a revised and expanded edition to commemorate the 10th anniversary_Adding a fresh perspective.
Continuously, infinitely.

Prologue: 'Perspective' Determines Everything

PART 01 The Difference Between Seeing and Knowing

01.
'only one' not 'one of them'
02.
When you question the "obvious," you see the future.
03.
Invisible Gorilla
04.
Even 'essence' is not an unchanging value.
05.
Another question changes the direction of thought.
06.
David's Stone that Beats Goliath
07. Why do BMW wheels wear out so quickly?
08.
The essence is not the chicken box, but the chicken.
09.
You have to break it again to see it
10.
Evolve rather than progress
11.
Focus on the purpose your values ​​are directed to.

PART 02 Perspective is the power to see beyond inertia.

01.
The world belongs to those who put up feelers.
02.
Were you distracted? You were curious!
03.
Make all things 'old' new!
04.
Constant questioning is the power to approach the essence.
05.
Do you have your own definition?
06.
Calculate what happens in the world
07.
'How to Work', How to Work Properly
08.
Deconstruction and assembly to create new perspectives
09.
When you hit a wall, go back to the starting point.
10.
The difference between flow and balance, accounting and finance
11.
If you break down the words, you can see their essence.
12.
My own identity that creates value and differentiation

PART 03: A Change of Perspective Reveals Santa Claus

01.
Simplicity with complexity
02.
A thought funnel that collects and filters thoughts
03.
Read and speak.
And get support
04.
Computers that turn off, computers that try not to turn off
05.
Create your own 'Santa Claus'
06.
Flags and slogans in the crowd
07.
Between the common sense and the extraordinary, between the obvious and the extraordinary.
08.
snap judgement, little ingenuity
09.
Start by deciding what image to show.
10.
The Secret to Turning Weaknesses into Strengths

PART 04 Selling Me, the Product, and the Company

01.
Marketing that is steeped in inertia, marketing that has a clear purpose
02.
Marketing that adds value to value
03.
Links, links, links that move social
04.
A company without key metrics is like a car without a speedometer.
05.
There is a consistent direction to things that rise.
06.
Customers, not competitors, are the essence.
07.
Message with barbs
08.
Empathy and persuasion can only be achieved if there is a conclusion.
09.
The answer to success lies in customer frustration.
10.
New product = something new for customers
11.
It shouldn't be "It's delicious," it should be "This brand is delicious."
12.
Speak to your customers in their own words

PART 05 How to interpret life 'subjectively'

01.
If you treat them sincerely, they will be on your side -share the experience
02.
What you should fear is 'trapped' thinking.
03.
The ability to solve problems that do not have a set answer
04.
Anyone who is 'different' from me has something to learn.
05.
Being a luxury brand means having an identity.
06.
The 'Aesthetics of Questions' that Move People
07.
Experience of thought, inner schema
08.
A reverse approach to digitizing your own experiences
09.
How to find the knots and flow of thoughts
10.
If you subtract money from 'Burn', it looks correct.
11.
Life is an S-curve. If you let go, success awaits.

PART 06 The future is closer than it seems

01.
Understanding the essence of management is essential to understanding its purpose.
02.
Three Habits of Successful Managers
03.
Arrogance and humility determine success or failure.
04.
Which companies will survive?
05.
Good thoughts are the most creative.
06.
It doesn't matter when or where you work.
07.
Relationship Law in the Smart Work Era
08.
A shift in perspective: turning even red oceans into blue oceans.
09.
How to Use AI as a Tool in the Age of Artificial Intelligence
10.
If you don't want to be a goldfish swept away by the rapids of the times,

Epilogue: When we interpret the world through expanded eyes, our lives expand.

“Add freshness to your perspective.
“Everything changes!”
The power of perspective that breaks free from stereotypes and discovers gaps in innovation.
The innovative thinking of Park Yong-hoo, Korea's only "perspective designer."

Steve Jobs and Elon Musk, if you were to pick the two people who have had the greatest influence on our lives today, it would probably be these two.
Those who are most compatible with the words 'innovation' and 'creation' are those who foresaw and created what people did not even know they needed.
Steve Jobs revolutionized human communication with the iPhone, and Elon Musk is creating things that everyone once dismissed as impossible, pursuing bold dreams ranging from electric cars to space exploration.
How do these people come up with the great ideas that change the world, and then actually implement them? Is it simply because they're "geniuses"?

Park Yong-hu, Korea's only 'perspective designer,' says the secret to Steve Jobs and Elon Musk's success lies in their 'perspective.'
It is said that he achieved extraordinary success because he looked at the world from a different perspective than ordinary people.
He emphasizes that those who think about what will become 'natural' in the future, rather than what is taken for granted now, are successful.
In a rapidly changing world, we need to be able to detect and predict these changes in order to develop the right survival strategy.
If you are going with the flow and then suddenly realize that the world has changed and say, “Wow, the world has really changed a lot,” then you are already behind the change.
To lead change rather than follow it, we need the power to see the world from a new perspective.
We must not be bound by stereotypes, deny the obvious, delve into the essence, and have our own unique thoughts that differentiate us from others.
That's what 'designing a perspective' is all about.

“Is it not there, or have you not seen it?”
See through the obvious to the essence

When you change your perspective, you can see things you couldn't see before.
As he began to see the same things differently, CEO Yong-Hoo Park confessed that his life changed significantly.
Having experienced various successes and failures firsthand, he realized the power of 'seeing things differently', and named himself a 'perspective designer', establishing his own definition and principles for work and life.
"Design Your Perspective" is the result of his personal experience and knowledge, as well as the insights, beliefs, and success know-how of many managers he has observed while working with them.
Based on various examples, this book deeply and interestingly explains the meaning and value of a perspective that denies the obvious, and the methods and directions for developing a unique perspective. With a cumulative sales record of 500,000 copies, it has established itself as a "textbook of intellectual framing" that changes the "framework" and helps readers see the "gaps" in the business areas of planning, marketing, and public relations, from everyday transformation.

To celebrate the 10th anniversary of its publication, the newly revised and expanded edition, 'ABC EDITION', as its name suggests, 'Above, Beyond, Cross', teaches us how to see beyond the 'framework' of the obvious to the essence, discover the 'gap' of the future beyond the present, and create new ideas.
In the meantime, the author's perspective has broadened and deepened, and existing cases have been supplemented and newly added to fit the latest trends. In addition, the content has been enriched by adding a new chapter that examines topics of the times that must be addressed now that unprecedented forms of daily life, such as AI technology and smart work, are rapidly approaching.
The book's length also increased significantly due to his desire to convey as much of what he saw, heard, and realized as possible.
Additionally, at the end of each section, a 'word to expand thoughts' is placed to provide food for further thought.

“Will it remain or will it pass?”
Don't stay in the present, step into the future.

Most people look at the world from their present perspective.
What we use now, what we are familiar with now, what is valuable now.
But will what we take for granted now have the same meaning in the future? Probably not.
Landline phone, floppy disk, MP3… … .
There are so many things that were taken for granted just 10 years ago, but have now disappeared.
On the other hand, there are things that were previously unimaginable but have quickly become part of our daily lives and become familiar.


We've become accustomed to paying for bottled water, KakaoTalk has become the mainstream, pushing out text messages, and Baedal Minjok has changed the food ordering ecosystem...
These are things that feel more unfamiliar now that they are gone.
The world is changing rapidly, and the pace of change is accelerating.
If so, many things that seem natural now will soon disappear.
This phenomenon is not limited to individual products, but applies to the entire world.
To avoid being swept away by the rapidly changing times, where so many things are happening at the same time, we must not dwell on what we take for granted now, but instead turn our gaze toward the future by asking, "Why?"

There is a clear difference between ‘seeing’ and ‘knowing’.
There are many things we see that we do not know the underlying truth.
Just like Steve Jobs and Elon Musk, who surprised the world by seeing the world from a unique perspective and rejecting the obvious, and like Kakao and Baedal Minjok, who achieved new success by twisting the familiar, readers of this book will also gain a perspective that allows them to break free from the well of limitations they are currently trapped in and read the world as it transforms into a new world.
Will you survive or overcome? That will be the key to success or failure in any endeavor.