"How to communicate" starts with "Why?"

I'm Hikota, and I help clients start "new things," especially in the area of communication, through creating spaces.

For example, when you're discussing a new business idea or explaining your own work.

I feel like I'm explaining things carefully and thoughtfully, but for some reason the other person's reaction is lukewarm.
It ends with a simple "That's good," leaving no tangible sense of accomplishment.
Have you ever had an experience like that?

In sales and business development, there are moments when you're clearly explaining "what to do" and "how to do it," yet somehow you fail to gain empathy or acceptance.
I tried to figure out the reason for this by reflecting on my own work.
 

Insights gained from reflecting on "when the message was conveyed"

One excellent example of this was a project for an urban EV go-kart facility aimed at broadening the base of motorsports.
In this project, from the outset, the business team articulated "why we are doing this project," and this was shared as the starting point of the project.

Traditionally, it was common knowledge that races were held in the suburbs.
We re-examined that premise and explored a model that would work even in urban areas. Furthermore, we leveraged the characteristics of EVs to create a space in the city where people could experience the "driver's perspective." And through that experience, users would broaden their understanding of traffic safety.
That was the goal the team had found for this project.

Because this way of thinking was shared beforehand, the discussion shifted from "Is it possible?" to a more positive "How can we make it happen?". Factors such as not emitting exhaust fumes, being quiet, and improving safety were organized as conditions linked to the objective.
As a result, there were many instances where people said, "So that's why you came up with this kind of project/proposal."
Looking back now, I realize that although I wasn't consciously aware of it at the time, the shared understanding of "why we were doing it" in the early stages of the project was what corresponds to the "WHY" in the Golden Circle theory.

To move people's hearts, what's more important than the amount or detail of information conveyed is "the order in which it's presented."

Looking back on this experience, I truly feel that way.
What I personally value is not simply designing a space, but thinking together with the client about the background and significance of the project that will give rise to that space. By starting from there, it becomes possible to create a space that is rooted in its essence, rather than just a superficial concept design.
I hope this story will be helpful if you ever struggle with how to communicate effectively.