About us

Fulfillment comes only
through contributing to others.

There is one way for people to find happiness: contributing to others.
There is no other way. As long as we focus only on ourselves, fulfillment remains out of reach.

Start by following the fundamentals.

You can break the form only when you know it. Without a form, there is nothing to break. Kanzaburō Nakamura XVIII

Design, engineering and business all have established fundamentals.
Learn the fundamentals of your field and follow them thoroughly, even if something feels unfamiliar or differs from your own views. Find your own way through shu-ha-ri: first follow the form, then break it, then transcend it.

Fail wisely.

Doing nothing out of fear of failure is a mistake. So is rushing into risk without a plan.
Create a safe place to fail, experiment often and learn from many small failures. Small failures accumulated over time lead to great successes.

Do not live in a world
defined by judgment.

Affirming others, rejecting others, affirming yourself, rejecting yourself.
All of these arise from being trapped in the idea of evaluation. We think someone has value because they meet our expectations, or none because they do not. We think we have value because of what we achieve for others, or none because we fail to meet their expectations. Such thinking produces nothing.
Accept yourself and others as you are, without passing judgment. Look at what you have been given, rather than what is missing from the here and now.

Separate facts from value judgments.

Human beings have biases.
Imagine a glass half full of milk. The fact is that the glass contains 50% milk. Whether you see it as already half full or only half full is your value judgment.
Many people confuse facts with value judgments. Without checking how much milk is actually in the glass, they misread situations or repeat arguments based solely on subjective views.
First, separate facts from your values and recognize your own biases.
Sound judgment and constructive discussion with people who think differently begin there.

Build systems instead of relying on feelings.

Instead of relying on something as uncertain as feelings, build systems that help us become the best team we can be.
No one can do everything. A team or company exists so that one person’s strengths can cover another’s weaknesses, allowing everyone to focus on what they do best.
We do not need solitary geniuses. Let us be a generous team with excellent systems.

Do not try to control
what is beyond your control.

At work, some things are within our control and others are not. We often expect our managers, colleagues or clients to think and act in a certain way. But other people’s inner lives, like the weather, are beyond our control. Remember that what we can do is communicate our expectations: “This is what I would like you to do.”

Cherish the ABCD
of creating things.

Our work is to create things that move people. There is an ABCD we have always valued and will continue to value.

The first is Art.

A desire to move people deeply.

The second is Business.

Keeping enough money circulating to sustain the business.

The third is Craft.

A commitment to quality while accepting the limits of time and budget.

And finally, D: Daydream.

We believe work is a daydream shared with our colleagues.