《憑什麼日本的壽司比較好吃? 京都大学的山内裕先生如是說。 / What makes sushi in Japan taste better? Not just the fish, said Prof Yamauchi Yutaka》
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Get a deeper understanding of this conversation - watching this 15 min TED Talk by Yutaka on Service as a Struggle: https://youtu.be/_oiLOG_EYS0
What makes the high-end Japanese sushi, as epitomizes by Jiro Ono (小野 二郎), so special? Yutaka argues service is itself an important dimension of the sushi experience where customers are made to feel uneasy. "Service as a Struggle," as Yutaka calls it.
The paradox of good (high-value) service is that clients also want to please the makers. In this process, value is generated as a co-creation process that cannot be one-sided. In some cases, value is increased as the process becomes more difficult - for example, having to wait up to six (6) years to buy a Birkin bag (柏金包).
This insight is extended beyond expensive products. The idea of making service a struggle can be achieved by using obscure words in everyday activities. For example, Starbucks coffee sizes are not referred to as small/medium/large.
A very important reminder from Yutaka. Struggle is not the goal, but a part of the process. The goal is to consummate the transaction and leave both parties better off.
Now, find out the answer to the critical question for the TUX uncles!! How does Yutaka order his sushi today?
Information and image sources:
- Yutaka's TED talk: https://youtu.be/_oiLOG_EYS0
- Yutaka's personal archive
- Yutaka's website: https://yamauchi.net/
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