Purpose Model

How the Purpose Model works

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The Purpose Model book

The Purpose Model: How to Create Co-creation That Draws People In

Using a tool called the “Purpose Model,” this book analyzes co-creation project cases from Japan and abroad while explaining the ideas and methods of co-creation. The Purpose Model is a “blueprint for purpose-centered co-creation projects” that lets diverse stakeholders act together. Looking at projects in a shared format with purpose at the center, it answers questions about co-creation in a practical way.

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How the Purpose Model Was Born

The Purpose Model is a tool for visualizing “co-creation.” Some may not be used to the word “co-creation,” but it means exactly what the characters say: creating together. Put more plainly, we think of co-creation as “people combining different perspectives to create new value.” In the present day, various social issues appear simultaneously, intertwine in complex ways, and it is becoming harder and harder for any single person to solve them. In such times, people of different attributes—companies, governments, citizens, experts—need to act together while making the most of each other's strengths. Multilayered perspectives, not a single viewpoint, are increasingly required. As one such common language, we created the Purpose Model as a framework for visualizing co-creation. Even for completely different initiatives, looking at them through the shared format of the Purpose Model makes it easier to survey the whole picture of for what, by whom, and how people participate. Furthermore, in business settings there have not been many opportunities to convey one's true feelings or share one's real thoughts; there were more than a few situations where appearances came first and talks proceeded on that basis. But in the era to come, I think it will increasingly be individuals' passionate feelings—and the strong driving force that comes from them—that move everyone's hearts and create the world as it should be. I believe the Purpose Model can also be used as a tool to encourage this sharing of feelings.