ZUKAI’s Values: “SBC”
ZUKAI’s values are based on a framework called “SBC.” SBC is the idea of pursuing activities where three elements—“Social,” “Business,” and “Creative”—overlap with one another. Here we explain what each of these three means. They form the guiding principle at the root of everything ZUKAI does.
Social
“Social” means considering the impact our activities have on society. At ZUKAI, we aim for activities that create a positive impact for the stakeholders involved. Based on this idea, we co-developed the “Purpose Model” in 2020. The Purpose Model visualizes who is involved and how, centered on a shared purpose. It is also a common language for reflecting on a project from within—asking whether any stakeholder has been overlooked, or whether anyone is being sacrificed.
Business
Next is “Business,” which indicates whether an activity is economically viable. No matter how much social significance something has, if it is not economically sustainable, the activity is unlikely to last. As a method for considering economic viability, we devised the “Business Model Diagram” in 2018. The Business Model Diagram is a common language that visually expresses the essential elements of a business model in a 3×3 grid. Using this diagram, you can express a business model concisely that is otherwise hard to convey in words, and reduce communication costs.
Creative
Finally, “Creative” refers to generating new ideas and innovative solutions. It is a mindset for incorporating fresh thinking that is not bound by existing frames. For example, at ZUKAI we devised a method called the “Structure of Paradox,” aiming to make it easier to draw out paradoxical ideas that are not constrained by conventional wisdom.
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Combining these three elements in good balance is the foundation of ZUKAI’s activities. The order matters too: first consider Social, then secure Business, and finally add Creative. Business or Creative without regard for Social may end up sacrificing someone, while trying to generate Creative alone—without Social or Business—tends to ring hollow. This SBC mindset, keeping Social, Business, and Creative in balance while constantly reflecting on ourselves, is ZUKAI’s most important guideline as we work toward a better future.