Shifting from Designing Products to Designing “Meaning” Based on the unique perspective we have from our history and future prospects that are ours alone, we engage in design while asking ourselves what kind of value holds meaning for people’s happiness and what are truly meaningful solutions for society. Specifically, we move our work forward by collaborating with the various business departments in a workshop format.Interpreting the new “meaning” required for the upcoming era, we conduct design accounting for everything from business strategies and the product itself to our touchpoints with customers and society. We believe that doing so is what will allow more people around the world to identify with the types of value and solutions we offer. By “meaning,” we are referring to the fundamental part of value that lies behind our products and services. This is not simply about a product being “cool” or “beautiful.” I believe there is value to be found in design that targets the feeling of satisfaction that comes from the sense of pride or belonging—or even social con-sciousness—that develops by experiencing and owning a product.The needs of modern customers are changing and becoming increasingly sophisti-cated. The role of the Creative Center is to satisfy those needs and bring happiness not just to our customers but to people and the world. To that end, we are engaged in a diverse array of initiatives with uniquely Yamaha approaches.18mmSoichiro TanakaDeputy Chief General Manager of Creative Center35Yamaha Motor Co., Ltd. Integrated Report 2021
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