Why Analyze This Company's Philosophy Now?
When you hear the word "connect," which company comes to mind?
In reality, it is rare to find a company like KDDI that places the concept of "connecting" so firmly at the core of its corporate identity. The company's vision is to "enhance the 'power to connect' and create a society where everyone can realize their dreams" 1. Behind these seemingly simple words lies a grand blueprint for the future drawn by this telecommunications giant.
But wait a moment. Every company writes impressive things in its philosophy. What truly matters is not the "beauty of the words" but the "level of commitment." Is the philosophy KDDI proclaims actually genuine?
In this article, we will thoroughly deconstruct the company’s multi-layered philosophy system and verify the sincerity behind its declaration to become "a company where you can be truly passionate about taking on challenges" 2. By the end, you will understand how to see through and utilize corporate philosophies effectively.
Deconstructing KDDI’s Corporate Philosophy
The first thing that surprises you when looking at KDDI's philosophy system is its complexity. Corporate philosophy, vision, philosophy, values, purpose, code of conduct... philosophies are nested within philosophies like a set of Matryoshka dolls 3.
You might think, "Isn't this unorganized?" However, this is precisely where the company’s commitment is revealed.
At the core lies the "Philosophy to Elevate the Mind" 3. As evidenced by the subtitle, "Are your motives virtuous? Is there any self-interest?" this is strongly influenced by the management philosophy of Kazuo Inamori. In other words, KDDI is not merely a telecommunications company; it places "the improvement of human character" at the root of its business.
Furthermore, it is noteworthy that the corporate philosophy explicitly states the goal to "pursue the material and spiritual happiness of all employees" 3. While many companies champion "customer first," KDDI puts employee happiness at the very beginning. This requires significant resolve.
Finally, in its vision toward 2030, the company uses the expression "a company where you can be truly passionate about taking on challenges" 2. Not "growth," not "development," but "passionate" (or "fully immersed"). This choice of words offers a glimpse into the company’s deeply human corporate culture.
Evaluating Commitment Levels by Philosophy Component
"Elevating the Mind" Philosophy Commitment: ★★★★★
The entire fifth chapter of the KDDI Philosophy is dedicated to "Elevating the Mind," even presenting the equation: "Result of Life/Work = Attitude × Effort × Ability" 3. This is a core concept of Inamori’s philosophy, positioned not just as a slogan but as a fundamental management principle.
Specifically, items such as "Think with a motive of altruism" and "Maintain a sense of gratitude" express a sense of mission as a company supporting the social infrastructure of telecommunications. Given the nature of 24/7 network operations, this spirituality is likely indispensable.
"Power to Connect" Vision Commitment: ★★★★☆
The vision to "enhance the 'power to connect' and create a society where everyone can realize their dreams" 1 is fully integrated with the company's DX strategy and Satellite Growth Strategy. Looking at the current state of business expansion—from core telecommunications into finance, energy, and entertainment—this vision is being steadily executed 4.
However, the part about "everyone can realize their dreams" feels like a work in progress. Efforts to bridge the digital divide and contribute to regional revitalization will be the litmus test for the future 5.
"A Company Where You Can Be Passionate About Challenges" Commitment: ★★★★☆
The vision championed by the new President, Makoto Takahashi, of being "a company where you can be passionate about taking on challenges" 2 is an expression uncharacteristic of traditional Japanese firms. By using the emotional word "passionate" (immersion), one can see an intent to improve employee engagement.
Indeed, the company’s values are lined with energetic expressions such as "Appreciate challenges," "Be self-motivated/ignite yourself," and "Burn with a fighting spirit" 3. This is also an expression of the sense of urgency required to survive in the volatile telecommunications industry.
Purpose-Driven Management Commitment: ★★★★★
KDDI's purpose clearly specifies value propositions across six domains 3. From "promoting innovation centered on telecommunications" to "improving stakeholder engagement," a strategic approach based on a materiality map is evident.
The setting of specific numerical targets, such as "achieving carbon neutrality by FY2030" 5, is particularly commendable. In an era where ESG management is required, this clear commitment will lead to gaining trust from investors.
Exploring the "Hidden Effects" of Philosophy on Performance
The greatest impact that KDDI's practice of its philosophy has had on its performance is the bold expansion of its business domains. The reason KDDI was able to move beyond the framework of a traditional telecom carrier into finance, energy, commerce, and entertainment is precisely because of its "Power to Connect" vision 4.
Consider: "What if there were no philosophy?" KDDI likely would have been caught in a price war for telecommunications services similar to Docomo or SoftBank, struggling to differentiate itself. However, by using the concept of "connecting" as a pivot, they have been able to design a unique strategy centered on building an ecosystem starting from telecommunications.
Furthermore, the philosophy of "pursuing the material and spiritual happiness of all employees" 3 is effective in securing human resources. In the telecommunications industry, where technological innovation is rapid, securing talented engineers is a lifeline. An employee-first philosophy must be a powerful weapon in the competition for talent 6.
Additionally, the impact on brand strategy is significant. KDDI refreshed its brand slogan in 2019 7, developing branding that pushes the "Power to Connect" to the forefront 89. This is an excellent example of philosophy and marketing working in unison.
Compared to competitors, it is rare to find a telecommunications carrier where the philosophy and business strategy are as closely linked as they are at KDDI. This philosophy-driven management can be considered the source of their mid-to-long-term competitive advantage.
Three Discoveries Other Companies Should Emulate
Maintain Consistency with a "Nested Structure" of Philosophy
While KDDI’s philosophy system looks complex, everything is permeated by the core concepts of "Connect" and "Elevate the Mind." Because the philosophy, vision, values, and purpose are structured to complement one another, they are easy for employees to understand and put into practice.
Action Proposal: When creating a philosophy, first decide on one core concept and then design the philosophy at each level around that axis.
Convey Sincerity Through Words That Appeal to Emotion
By including emotional expressions such as "passionate," "burn," and "inspire/move" in the philosophy 32, the message resonates with the hearts of employees. The selection of words that evoke emotional empathy, rather than just logical explanation, is superb.
Action Proposal: When reviewing the wording of a philosophy, always check: "Will these words make employees feel excited?"
"Visualize" Philosophy Through Specific Numerical Targets
By translating the philosophy into specific numerical goals, such as "achieving carbon neutrality by FY2030" 5, the company has realized both feasibility and the visualization of progress. This prevents the philosophy from becoming a "pie in the sky."
Action Proposal: For each element of the philosophy, always set measurable indicators and deadlines.
The Future Seen Through KDDI’s Practice of Philosophy
What has become clear through this analysis of KDDI’s philosophy is the power of "Philosophy-Driven Management," which places philosophy at the heart of management strategy. By utilizing its philosophy not merely as an ornament but as a compass for business development, the company is winning in the fierce competition of the telecommunications industry.
Particularly impressive is the ability to convert the abstract concept of "connecting" into concrete business opportunities. This is not something acquired overnight; it is the fruit of years of permeating and practicing the philosophy.
The challenge going ahead will be the universality of the philosophy in global expansion. To what extent will the Japanese concept of "Elevating the Mind" be accepted in diverse cultural spheres overseas? This will likely be the litmus test for the company’s status as a truly global enterprise.
Finally, I would like to ask the readers: Does your company's philosophy have the power to make employees "passionate" like KDDI's? And is that philosophy truly linked to your business strategy? Do not underestimate the power of philosophy; it is the most important management resource that determines the future of a company.
Sources
出典
Footnotes
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KDDI Vision 2030 | KDDI Corporation - https://www.kddi.com/corporate/kddi/vision/ ↩ ↩2
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"Passion" is the Driving Force for the Future—New KDDI President Takahashi Discusses the "Ideal State" and Three Challenges | KDDI Tobira - https://tobira.kddi.com/ ↩ ↩2 ↩3 ↩4
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Corporate Philosophy | About KDDI | KDDI Corporation - https://www.kddi.com/corporate/kddi/philosophy/ ↩ ↩2 ↩3 ↩4 ↩5 ↩6 ↩7 ↩8
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KDDI Business | For Individual Investors | KDDI Corporation - https://www.kddi.com/corporate/ir/individual/operation/ ↩ ↩2
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Environment | Sustainability | KDDI Corporation - https://www.kddi.com/corporate/sustainability/efforts-environment/ ↩ ↩2 ↩3
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KDDI Corporation Recruitment Information - https://career.kddi.com/about/philosophy.html ↩
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KDDI Refreshes Brand Slogan - Nikkei Shimbun - https://www.nikkei.com/article/DGXLRSP509617_V10C19A5000000/ ↩
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KDDI Brand Book Top Page - https://brand.kddi.com/ ↩
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Brand Management | Society | KDDI Corporation - https://www.kddi.com/corporate/sustainability/society/brand/ ↩