The Sense: You have sense too
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Description
Book Introduction
- A word from MD
- That feeling within us allA new original Korean edition of the book by Takahiro Hosoda, author of "Concept Class," presented in collaboration with Long Black.
It views intuition not as an innate talent, but as a power derived from depth of thought and training. This practical guide awakens the creative sensibility needed in the AI era.
December 2, 2025. Economics and Management PD Oh Da-eun
"Sense is not something you are born with.
“It is the power to feel from the world and think to the end.”
Takahiro Hosoda, CCO of TBWA Hakuhodo and a creative leader recognized by the global advertising industry, explores the essence of "sense" in his book, "The Sense: You, Too, Have Sense," suggesting a way to rethink work and life through a balance of logic and emotion. In an era where AI replaces knowledge and data provides all the answers, the author asserts, "True creativity begins with emotion."
This book, "The Sense: You, Too, Have Sense," is the first book that Takahiro Hosoda has personally presented in Korea together with Long Black.
This is not a translation of a book published in Japan, but an original Korean edition newly planned and written in collaboration with Long Black.
This book, based on real-life examples of representative Japanese brands such as Toyota, Sony, Uniqlo, Sanrio, and Nintendo, shows how 'sense' can change the fate of a brand.
The author says:
“Sense does not come from subtlety of feeling, but from depth of thought.” A person with sense sees the world differently, speaks in a different language, and questions common sense.
“It is the power to feel from the world and think to the end.”
Takahiro Hosoda, CCO of TBWA Hakuhodo and a creative leader recognized by the global advertising industry, explores the essence of "sense" in his book, "The Sense: You, Too, Have Sense," suggesting a way to rethink work and life through a balance of logic and emotion. In an era where AI replaces knowledge and data provides all the answers, the author asserts, "True creativity begins with emotion."
This book, "The Sense: You, Too, Have Sense," is the first book that Takahiro Hosoda has personally presented in Korea together with Long Black.
This is not a translation of a book published in Japan, but an original Korean edition newly planned and written in collaboration with Long Black.
This book, based on real-life examples of representative Japanese brands such as Toyota, Sony, Uniqlo, Sanrio, and Nintendo, shows how 'sense' can change the fate of a brand.
The author says:
“Sense does not come from subtlety of feeling, but from depth of thought.” A person with sense sees the world differently, speaks in a different language, and questions common sense.
- You can preview some of the book's contents.
Preview
index
Chapter 1.
The Beginning of Sense, Overturning Common Sense
I want to change the world with words. It's my lifelong mission.
Creativity springs from denying myself.
Organizations that answer the question of "meaning of creation" will survive.
Sell the value, not the product.
Think about 'how' rather than 'what'
Chapter 2.
Reimagining: Bringing Out the Past and Drawing the Future
Seeing the past again
Throw away the shell and think only of the essence.
It's okay to betray tradition
Everything begins with the question 'why'
Don't fall into the trap of trends.
A way of thinking that connects past, present, and future
Chapter 3.
Favoritism: A variable called "heart" that doesn't exist in the data
A loving heart is basic
Favoritism begins with following someone.
Love spoken out loud becomes philosophy.
My 120 points are better than everyone else's 75 points.
Find opportunities in the harsh gaze of others.
Chapter 4.
Serendipity: An Unexpected Encounter That Breaks the Algorithm
The joy of consumption comes from serendipity.
A cafe that sells encounters with new worlds
Change question marks to exclamation marks
The thrill of discovery created by chaos
Discovery first, consumption later
Why we need unpredictable moments
Chapter 5.
New Lens: A New Perspective on Transforming Business
We misunderstand the worldview
Look at people first, then redefine your brand.
Imagination flies, but vision lives.
There is no negative in branding.
When the lens changes, common sense changes.
From my own lens to everyone's lens
Chapter 6.
Time Design: How to Control Consumers' Time
Every brand designs time
Provide infinite time
Immersion time and companionship time
Fill the "zero hour" when customers leave.
Things you can only see if you slow down
Chapter 7.
Warm AI: Human warmth added by AI
AI that enhances brand sense
AI expands the brand experience.
Brand Communication: From Delivery to Conversation
Brands began to become characterized.
The line and will that AI must keep
Chapter 8.
Signals: Things That Speak Before Words
A message, a signal, that cannot be expressed in words
The 'decisive moment' driven by intuition
Sense is the realm of 'subtraction'
Sense is the best tool
Mindset is what creates the signal.
The Beginning of Sense, Overturning Common Sense
I want to change the world with words. It's my lifelong mission.
Creativity springs from denying myself.
Organizations that answer the question of "meaning of creation" will survive.
Sell the value, not the product.
Think about 'how' rather than 'what'
Chapter 2.
Reimagining: Bringing Out the Past and Drawing the Future
Seeing the past again
Throw away the shell and think only of the essence.
It's okay to betray tradition
Everything begins with the question 'why'
Don't fall into the trap of trends.
A way of thinking that connects past, present, and future
Chapter 3.
Favoritism: A variable called "heart" that doesn't exist in the data
A loving heart is basic
Favoritism begins with following someone.
Love spoken out loud becomes philosophy.
My 120 points are better than everyone else's 75 points.
Find opportunities in the harsh gaze of others.
Chapter 4.
Serendipity: An Unexpected Encounter That Breaks the Algorithm
The joy of consumption comes from serendipity.
A cafe that sells encounters with new worlds
Change question marks to exclamation marks
The thrill of discovery created by chaos
Discovery first, consumption later
Why we need unpredictable moments
Chapter 5.
New Lens: A New Perspective on Transforming Business
We misunderstand the worldview
Look at people first, then redefine your brand.
Imagination flies, but vision lives.
There is no negative in branding.
When the lens changes, common sense changes.
From my own lens to everyone's lens
Chapter 6.
Time Design: How to Control Consumers' Time
Every brand designs time
Provide infinite time
Immersion time and companionship time
Fill the "zero hour" when customers leave.
Things you can only see if you slow down
Chapter 7.
Warm AI: Human warmth added by AI
AI that enhances brand sense
AI expands the brand experience.
Brand Communication: From Delivery to Conversation
Brands began to become characterized.
The line and will that AI must keep
Chapter 8.
Signals: Things That Speak Before Words
A message, a signal, that cannot be expressed in words
The 'decisive moment' driven by intuition
Sense is the realm of 'subtraction'
Sense is the best tool
Mindset is what creates the signal.
Detailed image
Into the book
The early days were a time when I had to constantly learn to survive.
My first job was at Hakuhodo Co., Ltd. in 2005.
Founded in 1895, it is an advertising company with one of the longest histories in Japan.
The assignment for the copywriter selection test after joining the company was to write a copy for the Korean liquor brand 'Jinro Soju'.
There are basic copywriting skills that you learn through experience.
All copies must contain 'vivid emotions'.
Rather than just thinking about the good points of this product and writing them down, it was important for me to experience the world of the product myself and then express my feelings.
--- p.30
I wrote over 100 copies for each given topic.
I repeated it until I couldn't remember it anymore.
Thanks to this, whenever I was given a task, about 10 answers would quickly pop into my head.
But we can't stop here.
Most people just pick their 'favorite' out of those 10 and that's it.
But that's an answer anyone can think of.
If you stop there, you'll just end up with some so-so copy.
--- p.33
The sense of reimagining starts from ‘Why’ rather than ‘How’.
This sense shines brightest when rebranding.
Because it's a task that constantly asks 'why' about old brands.
Questions like, 'Why and for what purpose has this brand existed until now?'
The Sanrio theme park I'm helping to develop the concept for is also taking shape through these questions.
Usually, when you think of Sanrio building a resort, you think of a lobby and rooms filled with Hello Kitty and Kuromi characters.
But I changed the question.
'Why did Sanrio create this character?'
--- p.71
We rely on our intuition more than we think.
The same goes for consumption.
We compare prices and make rational choices, but we also pick up items simply because we are drawn to them.
To understand how intuition works, it's helpful to understand one important concept.
This is the 'Moment of Truth (MOT)', or 'the moment of truth'.
--- p.223
Sense is the attitude of removing the unnecessary and leaving only the essence.
So you might ask yourself:
“If our brand could leave just one message, what would it be?”
Logic adds information, but sense subtracts information.
My first job was at Hakuhodo Co., Ltd. in 2005.
Founded in 1895, it is an advertising company with one of the longest histories in Japan.
The assignment for the copywriter selection test after joining the company was to write a copy for the Korean liquor brand 'Jinro Soju'.
There are basic copywriting skills that you learn through experience.
All copies must contain 'vivid emotions'.
Rather than just thinking about the good points of this product and writing them down, it was important for me to experience the world of the product myself and then express my feelings.
--- p.30
I wrote over 100 copies for each given topic.
I repeated it until I couldn't remember it anymore.
Thanks to this, whenever I was given a task, about 10 answers would quickly pop into my head.
But we can't stop here.
Most people just pick their 'favorite' out of those 10 and that's it.
But that's an answer anyone can think of.
If you stop there, you'll just end up with some so-so copy.
--- p.33
The sense of reimagining starts from ‘Why’ rather than ‘How’.
This sense shines brightest when rebranding.
Because it's a task that constantly asks 'why' about old brands.
Questions like, 'Why and for what purpose has this brand existed until now?'
The Sanrio theme park I'm helping to develop the concept for is also taking shape through these questions.
Usually, when you think of Sanrio building a resort, you think of a lobby and rooms filled with Hello Kitty and Kuromi characters.
But I changed the question.
'Why did Sanrio create this character?'
--- p.71
We rely on our intuition more than we think.
The same goes for consumption.
We compare prices and make rational choices, but we also pick up items simply because we are drawn to them.
To understand how intuition works, it's helpful to understand one important concept.
This is the 'Moment of Truth (MOT)', or 'the moment of truth'.
--- p.223
Sense is the attitude of removing the unnecessary and leaving only the essence.
So you might ask yourself:
“If our brand could leave just one message, what would it be?”
Logic adds information, but sense subtracts information.
--- p.228
Publisher's Review
『The Sense: You Have Sense Too』 is comprised of eight chapters that will change your perspective on the world.
Chapter 1 covers 'The Beginning of Sense', Chapter 2 covers 'Re-Imagination', the power to reimagine the past, and Chapter 3 covers branding that is read with the 'heart' rather than data.
It also includes insights that fit the trends of the times, such as ‘Humanity in the AI Era’ and ‘How to Design Consumer Time.’
Hosoda is a copywriter and strategist whose lifelong mission is to “change the world with words.”
He defines copy as “not a sentence describing a product, but a language that changes the world,” and redesigns the essence of a brand through language.
『The Sense: You Have Sense Too』 is a culmination of his thoughts.
This book guides readers to discover their own creative sense through the message that “sense is not a feeling, but a training.”
For those who question common sense, reimagine the past, and read hearts instead of data, this book is a new educational resource, and the most practical way to learn sense.
Chapter 1 covers 'The Beginning of Sense', Chapter 2 covers 'Re-Imagination', the power to reimagine the past, and Chapter 3 covers branding that is read with the 'heart' rather than data.
It also includes insights that fit the trends of the times, such as ‘Humanity in the AI Era’ and ‘How to Design Consumer Time.’
Hosoda is a copywriter and strategist whose lifelong mission is to “change the world with words.”
He defines copy as “not a sentence describing a product, but a language that changes the world,” and redesigns the essence of a brand through language.
『The Sense: You Have Sense Too』 is a culmination of his thoughts.
This book guides readers to discover their own creative sense through the message that “sense is not a feeling, but a training.”
For those who question common sense, reimagine the past, and read hearts instead of data, this book is a new educational resource, and the most practical way to learn sense.
GOODS SPECIFICS
- Date of issue: November 19, 2025
- Format: Hardcover book binding method guide
- Page count, weight, size: 276 pages | 344g | 125*191*21mm
- ISBN13: 9791199289130
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