Chapter 1 Management - Thinking Only of Customers' Feelings
The Beginning of Entrepreneurship 1: Loft, a Record Rental Store
The Beginning of Entrepreneurship 2: Development of the First Tsutaya Store
How to make your customers feel good
The essence of growth
Memories of the first day at Tsutaya's first store
Evaluation of others and self-evaluation
The jinx that a second store will fail
Planning and persistence
What is a job that makes money?
The company's growth is the result
Create a 'plan' that can be put forward
Why Store 2 Fails
Management is about allowing failure.
Imitation is regression
Things I thought about while doing business
The truth may or may not be one.
To develop subjectivity
Are you ready?
Building credit
Intuition
The Harmful Effects of Division of Labor and Business Opportunities
Why grow a company
The essence of sales
A company where people can be free
Ultimately, planning skills are what is needed for management.
Avoid or fight
There is no growth by repeating the same thing.

Chapter 2 Organization - Growing Together While Enjoying What You Love
7-person boat and efficiency
Determining Competence and Incompetence
Thinking groups and non-thinking groups
People are driven by dreams, not orders.
Bank Robbery and the Payoff System
Have you set clear goals?
Is it just a simple organization?
A commitment to building healthy organizations
A team moving with one heart
What a Leader Needs

Chapter 3: Planning - The Courage to Overcome the Impossible, the Determination to Implement the Plan
What I Learned at the Cannes Film Festival
The future is not an extension of the past.
The source of planning ability
Why I say “right away”
What is a life suggestion?
The essence of planning
The reason for running to the scene
What is it made for?
Focus on conveying the perfect message
Planning techniques that no one knows about
A pleasant work environment
Creating new demand
The War on Preconceptions
The reason for planning one year ahead on the spot
How to follow along
There is no future that deviates from human nature.
Even if it seems like the other person is answering, I am actually the one ordering it.
Proposals for a life with art
Creating a plan that sells
The power to make plans concrete
Design your taste
In search of 'fun' and 'cool'
Because there were so many failures and failures
I don't insist on my own opinion.
Airbnb and Tsutaya
The soul dwells in the details
three customers

Chapter 4: Values ​​- Promises, Gratitude, and Freedom
Continue to build new credit
The power of dreams that drives Tsutaya
Taking responsibility
Why I Wear Jeans Every Day
My heartfelt condolences to Mr. Tsuruta
Dependence and coexistence
Freedom, the result of insisting on what is obvious
Good, bad, clean, unclean
Encounter with the Unknown
A company where encounters with the unknown are possible
The importance of organization
Don't be in the company, be in the world.
Do something that will make you feel appreciated
Bad news first
Create a cause
Making good decisions
Even if you seem to be choosing, you are actually being chosen.
The desire to be trusted
Don't lose the benefit of the deadline
Don't listen to what the customer says, do what helps the customer.
Promise and Gratitude

Chapter 5: Perspective - Living as a Daily Planner
Father's anniversary
Nippon and CCC
Father's Day night
A letter from the president of my first job
About the power of learning
Mother's funeral
Hope close to despair
Being busy
The meaning of discomfort
The medium is the message
Creativity blossoms through hardship
Music still matters
Tsutaya's Revolution
The number of people I want to meet has decreased
One word that changes your life
arrogant gaze
Human behavior is something that accumulates and accumulates.
I hope it's clear tomorrow too
Pessimism is a mood, optimism is a will
A person who believes in people
The art of making fans by rejecting
Take a bold step
Don't aim for perfection
The standards you should have for yourself

1,400 stores in Japan, annual sales of 2 trillion won, 60 million members
Experience the true essence of planning and management by Muneaki Masuda of the CCC Group, the creator of Tsutaya!

A 35-pyeong neighborhood bookstore transforms into a global planning company that threatens Google and Amazon.
A space where tastes are designed and desires are designed, the real Tsutaya story.
In the midst of a global recession among offline stores, there is a bookstore that has achieved remarkable growth on its own.
This is Tsutaya Bookstore in Japan.
Tsutaya Bookstore is a national brand of Japan's Culture Convenience Club (CCC). It started as a small 35-pyeong rental store and has now grown into a national brand with 1,400 stores in Japan.
'T Point', a common point accumulation service covering various industries, has grown to 61.56 million members, equivalent to half of Japan's population, since its launch in 2003, and is now providing data for Tsutaya's lifestyle suggestion service.

Tsutaya Bookstore has transformed from its initial business model of renting out books, records, and DVDs to offering a variety of daily necessities, including records, stationery, small items, and home appliances, through books.
In addition, by integrating with Starbucks and FamilyMart, we have improved our customer service and expanded the scope of our space so that visitors can feel as if they are at home or in their study and stay as comfortably as possible.
Recently, the company decided to expand its accommodation sharing service in Japan by partnering with Airbnb, thereby countering the onslaught of large content service providers such as Netflix and Amazon.com.
Tsutaya Books has evolved from a simple "bookstore" or "rental store" into a global planning company.


“Imitating alone won’t open the way!”
As a result of thinking only from the customer's perspective and feelings,
Creating an intellectual space that offers more than just "good things."
When the British Crown Prince and the King and Queen of Denmark visited Japan, the only place they visited during their free time was the Tsutaya Bookstore.
Moreover, countless people who have visited Tsutaya Bookstore have evaluated it as a 'must-visit place', 'a place that brings peace of mind', and 'a place where I can live the life I wanted'.
In an age where people browse offline and shop online for the lowest prices, what secrets does Tsutaya hold in its stores?
《Tsutaya, Where Tastes Are Designed (published by Wisdom House)》 is a collection of the essence of CCC CEO Muneaki Masuda's management diary written on the company blog for 10 years, and contains the values ​​and vision of CCC.
From the time he started a small 35-pyeong rental store 34 years ago to his current success, he has paid no attention to the opinions of others and has focused on creating spaces that make his heart sing, “I wish there was a place like this.”

In particular, Muneaki Masuda visited the site countless times with a 'customer's perspective' whenever he opened a new store.
"Is this a place I would want to go?" "What road do I take and what scenery do I see when I enter the store?" "What does it feel like to visit in the morning, at lunch, and in the evening?" "What is it like to visit a store with the mindset of a woman in her 20s, a college student, or an elderly woman?" Countless questions like these were asked, and the accumulated planning discovered on-site resulted in the birth of a groundbreaking intellectual space.

According to the book, the spaces in Tsutaya stores are meticulously designed on a human scale based on the human physique to ensure a comfortable space even for those who come alone.
In addition, we extended our business hours to accommodate both our Premier Age customers over 60 who have trouble sleeping in the morning and our creator customers who want to finish their remaining work or spend some relaxing time in a comfortable space after work.
The author, who says that "planning is not something that comes from thinking, but from experience," designed Tsutaya's space using a multi-faceted concept obtained solely through thorough market research and field trips.
This is why you can never achieve success by benchmarking only Tsutaya's appearance.


“You can’t grow by doing the same thing over and over again!”
A daily planner who builds up detailed plans down to the centimeter
A story about effort over ability, and determination over talent
The Takeo City Library, which reopened with the concept of a Tsutaya bookstore and has since surpassed 1 million annual visitors, is located in a small provincial city with a population of around 50,000.
Daikanyama T-Site, which played a central role in making Tsutaya a household name, is also located in a residential area with inconvenient transportation and a small floating population.
In the book, Masuda Muneaki confesses that he chose a location with poor conditions because he wanted to compete solely on planning ability.
His records, such as, “I work hard on the premise that things won’t go well,” “I create ‘plans’ that each and every person can put forward, even if they are small,” and “The talent called creativity blossoms through hardship,” clearly show the traces of his efforts to realize his own ideas in a space that others thought would not go well.

Muneaki Masuda is known as an "icon of innovation" and "the most notable manager in Japan," and is evaluated as a manager with natural talent. However, the 10 years recorded in the book are all about struggling and worrying to overcome daily failures.
The determination and effort consistently emphasized throughout the book, along with the tenacity to consistently adhere to important but obvious values, provide a glimpse into the true attitude toward life as a human being.
Even at the age of 66, he speaks with the same passion he had in his second year of employment, saying, "Success only comes three times out of a thousand attempts" and "The answer to making good decisions lies in the way you live each day." His honest story will make each reader reflect on their daily lives and their attitude toward life going forward.