[The Baking Typewriter] "Just Do It" No Longer Works... Innovation Needed in Every Step

[Asia Economy Reporter Lee Chun-hee] Due to the nature of the journalism profession, I encounter news and various stories every day. The burden of childcare at home has greatly increased due to COVID-19, and students have to worry about academic disparities, so most of the content in this book was already familiar to me. However, just as the saying goes, "Even pearls must be strung to become treasures," this book ties all those fragmented stories into a linear narrative. When encountered one by one, you might think it will end someday, this too shall pass, but the book makes you realize that these were actually steps leading to significant change.

The reason these elements are vividly expressed in the book is partly because it is written in a conversational style, allowing the author's storytelling skills to shine through. But the most important needle that strings the pearls together is ultimately ‘data.’ The book’s subtitle, "Everything About You Is a Message," written by Song Gil-young, Vice President of Daumsoft, who has been reading and interpreting human minds through social media big data for over 20 years and calls himself a ‘Mind Miner,’ feels like it’s missing the phrase ‘(through data)’ in the middle.

Especially in an era where countless messages have changed due to COVID-19, data becomes even more important. The author says, "In the past, because we couldn’t see the present, we looked at the past." But now it’s the opposite. Thanks to the overwhelming amount of accumulated data, everything is recorded and piled up moment by moment. Every day, the number of new COVID-19 cases from the previous day is announced, and due to real-time location data accumulating on Google, even if someone tests positive for COVID-19, their movement paths over several days can be instantly tracked.

This is also why the author emphasizes ‘transparency.’ It is the background for his sharp advice on ESG (Environmental, Social, and Governance) management, which is currently the hottest topic in our industry. In the past, it was an era where, like the saying "earn like a dog, spend like a nobleman," the ends justified the means, but now it is an era where every single process must be scrutinized while making money. To meet customer demands, which have even led to the term ‘ideological consumption,’ companies must innovate every process?not just use ESG for corporate promotion.

At the same time, ‘authenticity’ is a key to surviving in this era. Because processes can be quickly reviewed, everyone judges what is ‘real’ based on what lies at the core. The author cites Nike as an example. Since the legendary slogan ‘Just Do It,’ Nike has consistently delivered messages of trust in individuals who take action, which has shaped the current image of the brand.

However, looking ahead to the next decade, the author advises ‘Don’t Just Do It.’ Just as telemarketers, once a promising profession, are rapidly disappearing, replaced by AI ‘chatbots,’ the era when success could be achieved simply by accumulating tens of thousands of hours is now history. The author emphasizes the importance of ‘Think First’ before doing anything. It is not mere diligence but the accumulated volume of thoughtful consideration that can philosophically gain agreement and give meaning to our actions and products. It is important to undergo resocialization that accepts innovation not by being swept away but by occasionally pausing and changing direction. If we do so, when we look back after 10 years, even if we are not perfect and feel a little embarrassed, at least we can take comfort in knowing we have gradually improved.

Don’t Just Do It / Song Gil-young / Bookstone / 17,000 KRW

This content was produced with the assistance of AI translation services.