We have published the full text of "Purpose Model: How to Build Co-Creation That Engages People" (Gakugei Shuppansha, August 2022; by Yurie Kibi and Tetsuro Kondo) on our note. This is done with the permission of the publisher and of co-author Yurie Kibi.

Full text of "Purpose Model" on note (in Japanese)

Four years after publication

ZUKAI has published six books so far, and for four of them we released the full text the day pre-orders opened. "Purpose Model" was not released that way at the time, so this comes four years after publication.

A diagram only becomes useful once people use it as a shared language. The Purpose Model is still being used in co-creation projects in many places, so we made the content readable by anyone, so that more people can use it.

What the Purpose Model is

A blueprint for a co-creation project, built around a purpose (a principle of action for realizing a better society). It shows on a single sheet who is involved, for whom, and to what end.

  • The center holds the purpose shared by everyone involved
  • The upper half holds the stakeholders who take part in the co-creation, such as users and customers
  • The lower half holds the active co-creation partners: those who agree with the shared purpose, contribute resources, and act on their own initiative
  • Colors show the type of actor (companies in blue, government in yellow, citizens in red, universities, research institutes and experts in purple)
  • Each block is filled in from the outside with the name, the role and the purpose

The circular shape shows that the relationships are flat and spread sideways, not top-down.

What the book covers

It reads 19 co-creation projects in Japan and abroad through more than 100 diagrams. The text runs to about 90,000 Japanese characters.

  • Chapter 1: What the Purpose Model is (how to read it, how to make one, why we made it, when it helps)
  • Chapter 2: Co-creation projects seen through the Purpose Model (eight types of co-creation, and the cases)
  • Chapter 3: Points for better co-creation (how to think about the shared purpose, whom to involve and how, how to spread the activity)
  • Chapter 4: Toward a society where co-creation comes easily

The 19 projects are: Sukurire / LEO Innovation Lab / BRING / Regenerative Organic Certified / B Corp / Munakata Eco-100 International Symposium / Setouchi Triennale / Fashion for Good / BLOXHUB / BONUS TRACK / De Ceuvel / PoliPoli / High Line / Forest Green Rovers / Waag / Dutch Skies / Dove Self-Esteem Project / Tokyo COVID-19 Information Website / Meets the Fukushi

Related tools

"Purpose Model Studio," a tool for building a Purpose Model in the browser, is free to use.

Book details

  • Title: Purpose Model: How to Build Co-Creation That Engages People (パーパスモデル人を巻き込む共創のつくりかた)
  • Authors: Yurie Kibi, Tetsuro Kondo
  • Publisher: Gakugei Shuppansha
  • Published: August 15, 2022
  • Price: 2,300 yen plus tax
  • Format: A5, 208 pages (full color)
  • ISBN: 9784761528256

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