<Overview>
Today’s world is marked by growing uncertainty—shaped by increasingly volatile macroeconomic conditions, rapidly evolving societal trends and consumer preferences, shifting geopolitical dynamics, intensifying impacts of climate change, and the accelerating advancement of disruptive technologies. In fact, between 2017 and 2022, business environment uncertainty has tripled. We now live in an era where “there are no clear right answers.”
Among these factors, the impact of disruptive technology is particularly striking. Services that were unknown yesterday can suddenly emerge and transform our lives. A prime example is the launch of ChatGPT in 2022, which has since sparked a wave of generative AI–powered services. By the time you start working, such tools will likely be so integrated into everyday life that it will be hard to imagine a world without them.
In a world without clear answers, even industry leading companies cannot guarantee the success of new products or services. According to Accenture research, when it comes to launching new businesses—especially those whose outcomes are uncertain until tried—only 6% of executives say they feel confident calling them a success.
So, what does it take to create successful new products and services? One key lies in identifying user-centric issues and insights—unmet or latent needs—and in building the capability to rapidly bring new offerings to market.
Accenture, one of the world’s leading consulting firms, has been helping companies across industries and around the globe bring new services to life. Drawing on this experience, this course is designed for beginners and aims to equip students with the fundamental techniques of creating new products and services—together with Accenture consultants.
Through the use of frameworks such as logical thinking and design thinking, students will identify and explore key challenges and insights, and generate ideas for the “future” that each wants. In the final presentation, students will use storytelling techniques—conveying business ideas as compelling narratives—to communicate their concepts.
<Expected outcomes>
- From the lectures on various themes, understand the situations of the “companies” that you may interact daily. Learn new techniques to investigate the situation.
- Deepen your thinking through discussion with your teammates.
- Get trained to define your own “guiding questions” and find answers for each.
Examples of the “guiding questions”:
・How can I reduce the waiting time at a store I frequently visit?
・How can I encourage people who don’t usually go to the movies to want to visit theaters regularly?
・How can I make makeup more enjoyable and accessible for men?
・How can I express our reactions in Zoom meetings in a way that feels as natural as face-to-face conversations?
・How can I make crowded train commutes more enjoyable?
・How can I make the experience of waiting for trains at Komaba-Todaimae Station more
comfortable, without reducing the number of users?
- Learn techniques to tell a convincing story to gain understanding from the audience.
- Understand skills and approaches required to accomplish the task when working as a team with
diversity.