STEP 1.1: A CASE STUDY
A Maker Finds His Ikigai
Follow Leo, a talented craftsman, as he uses the 'Ikigai for Innovators' framework to turn his leatherworking hobby into a viable business concept.
The Challenge: From Hobby to Business
Leo is a skilled leatherworker with a background in industrial design. He makes beautiful, minimalist wallets and notebook covers for friends and family, but sees it as just a hobby. His message is "I make nice leather things," which is too broad to attract a specific audience.
He wants to explore turning his passion into a real business, but he's stuck. He needs to find a unique angle that connects his skills to a real market need.
The Action: The 'Ikigai for Innovators' Exercise
Leo uses the four-quadrant exercise to map out his unique intersection of passions, skills, and market needs.
What Leo Loves
- The smell and feel of high-quality leather
- Minimalist, functional design
- Creating things with his hands that last
What Leo is Good At
- Meticulous, high-quality craftsmanship
- Sourcing sustainable and durable materials
- Prototyping and refining product designs
What the World Needs
- Alternatives to disposable, fast-fashion accessories
- Products with a story and a human touch
- High-quality goods that are worth repairing, not replacing
What Leo's Mission Is
- To create everyday items that get better with age
- To encourage people to buy fewer, better things
- To bring back an appreciation for true craftsmanship
The Outcome: 4 Core Insight Statements
After pinning his key ideas, Leo uses Ki to synthesize them into his four Core Insight Statements, forming the foundation for his new venture.
Core Motivation/Subject: A passion for creating tangible, durable goods in an increasingly digital and disposable world.
Core Strength/Skill: An industrial designer's eye for form and function, combined with a craftsman's obsession with quality and detail.
Urgent Problem/Audience: A growing group of conscious consumers is actively rejecting fast-fashion and seeking high-quality, story-driven products that will last.
Ultimate Impact: To help people find more meaning and connection through the everyday objects they carry.
With these four insights, Leo now has the raw materials he needs to move on to Step 1.2 and define his brand's Core Mission Statement.