The "behind-the-scenes power" to turn intentions into tangible results.

My name is Sugaya, and I specialize in corporate branding and promotion.

In large projects, many people are involved, and sometimes the ideas of the upper management who launched the project are not fully shared with those on the ground.

As a result, projects sometimes begin without a clear understanding of their objectives. Before you know it, it's not uncommon for projects to have strayed in a direction different from what was initially envisioned.

What is needed in such situations is "behind-the-scenes capability."

 

What was happening behind the scenes of the project

This is a story about when I was involved in creating a space to welcome important guests at a certain company.

The initial requirement was to create a setting that would "convey the company's prestige while being suitable for entertaining distinguished guests," paying close attention to materials and design. The senior management who launched the project already had a certain vision in mind, down to the materials used for the walls and the smallest details of the furnishings.

However, when we actually held meetings to develop a concrete plan, the interpretations of the many members overlapped, and the result deviated from the original image. It was becoming something "safe and within reasonable limits," and we were unable to reach a decision.

Why does something like that happen?

Ideally, the process would involve solidifying the concept starting from "why we are creating this space." However, if the criteria for prioritizing are not shared,

"That may be the image, but the budget is tight."

"Time is of the essence in realizing the desired image, such as materials and design."

We tend to focus our thinking on practical constraints like these. The more adjustments we have to make, the more the original objective becomes blurred.

This project was no different. Because the criteria for prioritizing hadn't been clearly defined, ideas were generated, but the concepts became fragmented due to differing interpretations. Furthermore, with constraints such as "XX is difficult," it ended up like a bento box filled with numerous opinions and limitations.

 

The behind-the-scenes work of "organizing opinions"

When we first got involved, we didn't propose concept design. We started by organizing the scattered opinions.

We set aside positions and titles for the moment and asked each participant, including senior management, to frankly articulate "what they wanted to achieve with this project." This ability to facilitate dialogue free from hierarchical constraints is a role only possible from an external perspective.

Based on the commonalities in the opinions that emerged, we organized and articulated the "core values that should truly be cherished."

Once the core concept is clear, the points that "must not be compromised" become apparent. In this case, the direction is to maintain the details that reflect the planner's vision, such as the wall materials and the overall design, while centering on the initial idea of "conveying the company's prestige while being suitable for entertaining distinguished guests."

The consideration of materials and design proceeded with the perspective of "Does it align with this axis?", and the project moved forward with a common standard. After that, the criteria for decision-making never wavered until the facility was completed.

The more stakeholders involved in a project, the more crucial the behind-the-scenes role becomes in creating a shared understanding among everyone.

In the project discussed here, a safe, showroom-like concept was considered at one point. However, after establishing common standards including among upper management, the budget and timeline were reconsidered in order to realize the company's commitment to "cherishing its dignity and universal worldview, befitting a space for welcoming VIPs."

It culminated in a magnificent guesthouse that truly satisfied everyone involved.

"Behind-the-scenes skills" refer to the ability to stand between people, organize conflicting opinions, and clarify "what is important in this project."

I hope this discussion about "behind-the-scenes skills" will be helpful as you face a major project.