{"product_id":"141157","title":"Minority Design ","description":"\u003ccenter\u003e\u003cdiv style=\"text-align:center\"\u003e\u003cimg src=\"https:\/\/tmgdisk01.cafe24.com\/images\/vs\/4172\/sv\/WQtVOApvQ94BlN4Qh75ZtX.png?v=1764957227\" style=\"max-width:100%;max-height:10px\"\u003e\u003c\/div\u003e\u003c\/center\u003e\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\u003ccenter\u003e\n\n\u003cdiv style=\"width:95%\"\u003e\n\n\u003cdiv style=\"text-align:center;font-size:30px;font-weight:bolder;line-height:1.6em\"\u003e Minority Design \u003c\/div\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cdiv style=\"border-bottom:1px;border-bottom-style:dotted;border-color:;padding-bottom:20px\"\u003e\u003ccenter\u003e\u003ctable align=\"center\" width=\"100%\"\u003e\u003ctbody style=\"border:0px\"\u003e\n\n\u003ctr\u003e\u003ctd align=\"center\" style=\"line-height:1.2em;text-align:center;font-size:18px;color:black;font-weight:bold;padding-bottom:20px;\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\n\n\u003ctr\u003e\u003ctd style=\"text-align:center\"\u003e\u003cimg src=\"https:\/\/image.yes24.com\/goods\/109357644\/XL\" style=\"max-width:100%;height:auto\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\n\n\n\u003c\/tbody\u003e\u003c\/table\u003e\u003c\/center\u003e\u003c\/div\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cdiv style=\"width:95%;{split_style6}padding-top:20px;padding-bottom:20px\"\u003e\n\n\u003cdiv style=\"text-align:left;font-size:16px;font-weight:bold;padding-bottom:20px\"\u003e Description \u003c\/div\u003e\n\n\u003cdiv style=\"text-align:left;word-break:break-all;font-size:14px;line-height:1.6em;\"\u003e\n\n\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eBook Introduction\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e  \u003cdiv\u003eHow can we create a world where it's safe to proudly reveal our weaknesses, inabilities, complexes, and disabilities without having to overcome or hide them? \"Minority Design\" is the book that answers this question.\u003cbr\u003e The author, a promising copywriter for a large advertising company, began using his skills in the social welfare field after his son's visual impairment.\u003cbr\u003e The author, who decided to become an \"advertiser who doesn't make ads,\" works across fields such as sports, fashion, music, and robotics, starting from \"one person's weakness\" and carrying out projects that shake up conventional wisdom.\u003cbr\u003e The author calls his method “minority design” and proposes specific methods for doing “more rewarding work” and creating a “better society.”\u003cbr\u003e\n\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\u003cul\u003e\u003cli\u003e You can preview some of the book's contents.\u003cbr\u003e \u003cspan\u003ePreview\u003c\/span\u003e\n\n\u003c\/li\u003e\u003c\/ul\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cbr\u003e\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eindex\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e To begin with\u003cbr\u003e \u003cbr\u003eChapter 1: What is Minority Design?\u003cbr\u003e ―From Advertising to Welfare: Meeting the \"Challenge of Fate\"\u003cbr\u003e\u003cbr\u003e Chapter 2: Let's Change How Talents Are Used\u003cbr\u003e ―Getting out of my main job, working for one person, not the masses, with sustainable ideas rather than fast ideas.\u003cbr\u003e\u003cbr\u003e Chapter 3: \"Yurusports,\" created by a sports bakery\u003cbr\u003e A delightful counterattack that began with a 'weakness'\u003cbr\u003e\u003cbr\u003e Chapter 4: How to Make Yourself a Client\u003cbr\u003e -Let's write a plan for ourselves.\u003cbr\u003e\u003cbr\u003e Chapter 5: How to Design for Minorities\u003cbr\u003e ―Not a momentary ‘passing time’, but a long-lived ‘ecosystem’\u003cbr\u003e\u003cbr\u003e In conclusion\u003cbr\u003e Translator's Note\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cbr\u003e\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eDetailed image\u003c\/b\u003e \u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\u003cdiv\u003e\u003cimg src=\"https:\/\/image.yes24.com\/momo\/TopCate3833\/MidCate007\/383263715.jpg\" border=\"0\" alt=\"Detailed Image 1\"\u003e\u003c\/div\u003e\u003c\/div\u003e\n\u003cbr\u003e\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eInto the book\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e Being a minority allows us to see the imperfections hidden in various parts of our society.\u003cbr\u003e 'It's dangerous here!' 'It's better to change it like this!'\u003cbr\u003e If minorities fill in the gaps like that, the world might become a better place for the majority as well.\u003cbr\u003e --- p.34\u003cbr\u003e \u003cbr\u003eWhen I found out my son had a disability, I felt devastated.\u003cbr\u003e Because the equation ‘having a disability = being pitiful’ was in my head.\u003cbr\u003e But I muttered to myself, 'Just a moment.'\u003cbr\u003e (…) It’s okay if you don’t force yourself to overcome something you can’t do.\u003cbr\u003e All we have to do is change society.\u003cbr\u003e (…) I wonder if I can use the ‘advertising’ that I know how to do to solve the problems of the so-called ‘minorities’, including the disabled, and make their values ​​shine.\u003cbr\u003e --- p.86\u003cbr\u003e\u003cbr\u003e A society where everyone coexists is a prosperous society.\u003cbr\u003e 'Handicaps are created to favor others.' This way of thinking is merely a view from a majority society.\u003cbr\u003e Rather, wouldn't it be better to change the very method of winning? In traditional sports, those who were \"strong,\" \"fast,\" or \"tall\" were at the top of the pyramid. \u003cbr\u003eHowever, we can also create a winning formula by considering the diversity of the underdogs in sports, such as 'having a motherly nature' or 'crawling well'.\u003cbr\u003e --- p.171\u003cbr\u003e\u003cbr\u003e The ideas I came up with in the past were 'Speed', 'Scale', and 'Short'.\u003cbr\u003e That is, we quickly came up with an idea, shared it with as many people as possible, and completed the role in a short period of time.\u003cbr\u003e But now it's different.\u003cbr\u003e Now we pursue the ideas of 'Slow', 'Small', and 'Sustainable'.\u003cbr\u003e Start by making small things slowly and grow them step by step.\u003cbr\u003e In this way, the idea becomes sustainable and lives on for a long time.\u003cbr\u003e --- p.204\u003cbr\u003e\u003cbr\u003e Even if you're not confident in what you've created so far as a creator, or even if you think you haven't created anything because you're not a creator.\u003cbr\u003e It is creating an 'influence on others'. \u003cbr\u003eYou could also say, 'Everyone has an influence on this society.'\u003cbr\u003e\n\n\u003c\/div\u003e\n\u003cdiv\u003e --- p.294\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cbr\u003e\u003cdiv\u003e\u003ch5\u003e \u003cb\u003ePublisher's Review\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e \u003cb\u003e“From today on, I will become an advertiser who doesn’t make advertisements.”\u003cbr\u003e\u003cbr\u003e ★ Amazon Japan ranked first in both the 'Social Welfare' and 'Advertising \u0026amp; Promotion' categories!\u003cbr\u003e ★ 2nd place in the Innovation category of the 'Readers' Choice Business Book Grand Prix 2022'!\u003cbr\u003e\u003cbr\u003e A copywriter for a large company who entered the social welfare field,\u003cbr\u003e Open your eyes to a new creative theory that turns weaknesses into strengths!\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e \"Minority Design\" is a book about a new \"way of working\" and \"how to create a better society\" conceived by a copywriter at a large advertising company who entered the world of social welfare after his son's disability.\u003cbr\u003e\u003cbr\u003e The author, Tomohiro Sawada, is a copywriter at Japan's largest advertising agency. \u003cbr\u003eHe was a promising advertiser who created advertisements that reached 80 million people and attempted unprecedented marketing strategies such as serializing comics and planning rock bands.\u003cbr\u003e But one day, it is discovered that their three-month-old son has visual impairment.\u003cbr\u003e \"No matter how great the advertisement I create, my child won't see it.\" The author loses the motivation to work.\u003cbr\u003e Unable to imagine his son's future, the author meets with over 200 people with disabilities and those around them to find hope.\u003cbr\u003e Fascinated by their charm, the author realizes that minorities, such as people with disabilities, are potential customers that advertising agencies have never paid attention to.\u003cbr\u003e 'Minorities help us discover the imperfections of society.\u003cbr\u003e The world can move forward in a better direction if minorities fill the holes they have discovered. \u003cbr\u003eSomeone's weakness can be the opportunity to save this society.' From then on, the author decided to break away from mainstream advertising that only focuses on the public and highlights only strengths, and to work in a new way, 'minority design,' where his abilities are needed.\u003cbr\u003e\u003cbr\u003e \u003cb\u003eEvery weakness is a possibility in this society.\u003cbr\u003e Minority Design: Starting from One Person's \"Weakness\"\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e The author first discovered the new potential of his advertising skills while working on the promotion of the Blind Football World Championships.\u003cbr\u003e Making one person happy, not an invisible, unspecified 'target' crowd.\u003cbr\u003e Not a quick idea that is consumed and disappears in an instant, but a sustainable idea that will be remembered for a long time.\u003cbr\u003e A new rule that breaks away from the logic of the strong and allows even the weak to win. \u003cbr\u003eThe author establishes the basic principles of 'minority design' and carries out projects in various fields.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e ― '041 FASHION', a fashion brand born from a physically disabled person\u003cbr\u003e ― 'NIN_NIN', a robot that shares the legs of a visually impaired person and the eyes of a physically disabled person.\u003cbr\u003e \"Gochiga\" and \"Jipap,\" which exploit the problems of population decline and aging in rural areas.\u003cbr\u003e ― A new sport, \"Yurusports,\" where people with disabilities can beat national athletes.\u003cbr\u003e ― The non-profit organization 'Disability Conquest' combats 'social obstacles' such as height differences in streets...\u003cbr\u003e\u003cbr\u003e All of these things stem from the 'weakness' of 'one minority'.\u003cbr\u003e However, the author emphasizes that minority design is not simply about saving the so-called socially vulnerable, such as the disabled and the elderly.\u003cbr\u003e Because everyone is a minority with their own weaknesses. \u003cbr\u003eIn fact, 'Yurusports' was created with the goal of 'eliminating the athletically weak from this world', starting from the author's own minority status of 'having poor athletic ability'.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e Minority design is 'everyone is a minority with their own weaknesses.\u003cbr\u003e It is based on the premise that 'all weaknesses are possibilities in this society.'\u003cbr\u003e The Minority Design mindset, which sees weaknesses as new strengths, holds the potential to positively transform society in an era of diversity.\u003cbr\u003e\u003cbr\u003e \u003cb\u003e“The world doesn’t change all at once.\u003cbr\u003e So you can change it once in a while.”\u003cbr\u003e Creating a Sustainable Ecosystem for a Better World\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e This book introduces various examples of 'minority design' and also provides specific methods for realizing 'minority design'. \u003cbr\u003e'Minority design' can only begin when we recognize the crisis of a precious person.\u003cbr\u003e However, since it is often vague to think of someone precious right away, the author suggests that we first look at ourselves.\u003cbr\u003e Because ‘oneself’ is also a minority with weaknesses.\u003cbr\u003e The specific way to do this is through a ‘plan written to yourself.’\u003cbr\u003e By accurately understanding your past and present, you can greatly influence not only your work but also the direction of your life by drawing a new future.\u003cbr\u003e\u003cbr\u003e The author also emphasizes that 'minority design' must ultimately aim for a sustainable ecosystem.\u003cbr\u003e Rather than having a unique and explosive campaign or event, you need to start small and slowly attract people to create an ecosystem that grows to survive for a long time. \u003cbr\u003eIn fact, since its launch in 2015, Yurusports has steadily grown into a 'new sports' ecosystem and is expanding overseas.\u003cbr\u003e The author discusses the specific methodology based on his own experience.\u003cbr\u003e\u003cbr\u003e The ecosystem created by 'minority design' will lead to a loose society where everyone can proudly reveal their weaknesses and coexist, and a society where everyone who works can use their talents for the sake of those who are important to them, doing truly 'rewarding work.' \u003cbr\u003e\n\n\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cdiv style=\"width:95%;padding-top:20px;padding-bottom:20px\"\u003e\n\n\u003cdiv style=\"text-align:left;font-size:16px;font-weight:bold;padding-bottom:20px\"\u003e GOODS SPECIFICS \u003c\/div\u003e\n\n\u003cdiv style=\"text-align:left;font-size:14px;line-height:1.6em;\"\u003e\n\n\u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e - \u003cstrong\u003ePublication date:\u003c\/strong\u003e May 19, 2022\u003c\/div\u003e\n\n\u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e - \u003cstrong\u003ePage count, weight, size:\u003c\/strong\u003e 304 pages | 446g | 135*205*18mm\u003c\/div\u003e\n\n\u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e - \u003cstrong\u003eISBN13:\u003c\/strong\u003e 9791191716115\u003c\/div\u003e\n\n\u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e - \u003cstrong\u003eISBN10:\u003c\/strong\u003e 1191716112 \u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\u003ccenter\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cspan\u003e\u003c\/span\u003e\n\n\u003c\/center\u003e\n\n\n\u003c\/center\u003e","brand":"LIBRAIRIE COREENNE","offers":[{"title":"Default Title","offer_id":43894444130346,"sku":"141157","price":24.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0683\/2750\/5962\/files\/c585fafdcc89f19cffb88a9898f09947.jpg?v=1765433537","url":"https:\/\/librairie.coreenne.fr\/en\/products\/141157","provider":"LIBRAIRIE COREENNE","version":"1.0","type":"link"}