Want to build a personal brand or get into marketing? Let’s take a look at the advice from the slash comedian──Nishino Ryohiro “You Can’t Survive Without Change”

(opens in a new tab)

This article (opens in a new tab) was originally published on the “Blog to OKAPI” website

The ongoing controversy over author royalties has highlighted that the publishing industry is facing a critical moment of breakthrough. If someone sees “Can’t Survive Without Change (opens in a new tab)”The title of this book may make you think that the editor of the publishing house is engaging in the “title killing method” again! But when I read this book carefully, I didn’t feel any sense of inconsistency at all. It seemed like a book written for people in today’s VUCA (opens in a new tab) era.

After reading this, you may secretly ask a question in your heart: Hey, is this true? Is this book (opens in a new tab) so great? Or is it another propaganda method to hit the books?

But I have to be honest, this really comes from my heart. First, we are indeed in an era of change. The only constant is that this society will continue to be turbulent and changing. Secondly, at first glance, the author talks a lot about how he devoted himself to the picture book “Pupai of Chimney Town” (https://www.books.com.tw/exep/assp.php/vista/products/0010785178?utm_source=vista&utm_medium=ap-books&utm_content=recomm (opens in a new tab) end&utm_campaign=ap-202005)》In fact, these experiences are valuable information for readers who want to build a personal brand (opens in a new tab) or who need to help the company market its products.

You can’t survive without changing

Japanese version book cover of “You Can’t Survive Without Changing”

Pupe from Chimney Town

What is even more intriguing is that the author Nishino Akihiro (opens in a new tab) is a picture book writer, actor and comedian. It is surprising that he can have such a delicate insight into modern society and understand the essence of the Marketing 4.0 experience.

In the past, we always had some stereotypes about entertainers: Oh, it’s so easy to make money just by talking nonsense! Huh, they are just good-looking and bold. At most they know how to talk and sing… Maybe there is not much information in these people’s heads, right?

In fact, many people may feel resentful about this, feeling that they have worked hard for a whole month, but their income is not as good as the comedy of these comedians and artists in one night… But after reading “[You Can’t Survive Without Change]” (https://www.books.com.tw/exep/assp.php/vista/produ (opens in a new tab) cts/0010856403?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202005)” This book made me stand in awe of this young writer who came from the Japanese entertainment industry. For example, he said: “I think artist is not a professional title, but a name for a lifestyle.” Not only did he redefine artist, he also used actions to prove that his ability is not just about talking.

Ryohiro Nishino is affiliated to Yoshimoto Kogyo Co., Ltd. and has multiple identities as a picture book writer, actor and comedian. (Image source / ameba (opens in a new tab))

Ryohiro Nishino told us: “The era in which you can get rewards as long as you work hard is over. We are facing an era in which we cannot survive without changing.” Well, after seeing this description, do you nod in agreement?

Ryohiro Nishino also mentioned in the book (opens in a new tab) that 20 years ago it was completely unimaginable that Japanese bookstores would close down one by one as quickly as they do now. In fact, not only bookstores in Japan, but also in Taiwan are gradually declining. Just take a trip to Chongqing South Road and you can clearly feel the miserable management of the bookstore industry.

Fewer and fewer people are buying books, and everyone is turning to the Internet and other different channels to obtain information. Changes and turmoil in the industry are no longer surprising, and we will all face an era when certain professions will gradually disappear. Maybe one day we will no longer be able to find any physical bookstore? Not only are bookstores gradually declining, many industries are also being severely tested. For example, a few days ago I went to Chung Yuan University to give a lecture. I took a taxi from Taoyuan High Speed ​​Rail Station. During the journey of more than half an hour, I chatted with the driver. She lamented that the decline in performance was not only due to the epidemic, but also that fewer and fewer people took taxis in recent years. Coupled with the challenge from Uber, it was becoming increasingly difficult to do business.

As we chatted, I noticed that the tone of the driver’s sister was getting lower and lower. In addition to cheering her on, I also remembered some of the content in this book. The author encourages everyone: If we want to live our own lives, please take control of the decision-making power and make our best efforts. In other words, never give the decision-making power of your life to others. You must make your own decisions about your life.

So, how do we take charge of our own lives? The author speaks from his own experience, starting from his own investment in the picture book “Pupai of Chimney Town” (https://www.books.com.tw/exep/assp.php/vista/products/0010785178?utm_source=vista&utm_medium=ap-books (opens in a new tab) &utm_content=recommend&utm_campaign=ap-202005)》The beginning and end of crowdfunding──through the sharing of actual data and cases, let readers know that hard work alone is not enough. They must think calmly, assess the situation, and formulate marketing strategies in response to the trends of the times and the environment, so as to win the trust of the public.

(Picture / “Poupelle of Chimney Town” animation official website (opens in a new tab))

Picture book “Puppe of Chimney Town (opens in a new tab)“‘s success comes from not only Nishino Akihiro’s own aura as an artist, but his marketing strategy is also quite precise. “Puppe of Chimney Town (opens in a new tab)” was invested in crowdfunding and received support from a total of 9,550 people. The total amount of funds raised reached 56.5 million yen. From the perspective of the Japanese crowdfunding industry, it can be said to be a remarkable achievement! In addition to working closely with team members, Ryohiro Nishino also knows how to make good use of connections and free strategies, and pays great attention to the experience of using crowdfunding and the souvenirs distributed to supporters… Well, there are many details here, and there are many aspects worth learning.

In “You Can’t Survive Without Change (opens in a new tab)》In this book, the author not only generously shares tips about crowd fundraising (opens in a new tab), but also has many clever arrangements: for example, at the beginning of each chapter, the editor will insert a golden quote by Nishino Ryohiro. These thought-provoking sentences are particularly enjoyable to read, but rather than saying they are delicious chicken soup for the soul, they are actually the author’s true insights from many years of wandering in the world. They are not only worth chewing over and over again, but can often bring a lot of inspiration to oneself.

For example, I quite agree with this statement, “With the trend of free disclosure of works, the entertainment industry has completely transformed into a society where strength speaks for itself.” The author further pointed out that “freedom” is actually a proposal that “must further enhance our capabilities”…

This is true. Only by finding the right direction and working hard, and trying to gain the trust of fans during the struggle, can you have a chance to get a ticket to success.

The COVID-19 epidemic is raging around the world, and it seems that it will take some time for the economy to recover. In this turbulent and ever-changing era, whether you want to build a personal brand or help market your products, we all need a little more patience. In addition to improving the quality of works, we must also humbly accept criticism and suggestions from the public.

Having said that, only by calmly accepting the true feedback from the market can we constantly correct our direction and slowly embark on a smooth road. Just like the many efforts that the author of this book, Ryohiro Nishino, put into the picture book “Pupai of Chimney Town” (https://www.books.com.tw/exep/assp.php/vista/products/0010785178?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202005 (opens in a new tab)), you can finally taste the sweet fruits.

★ Featured image source: Photo by Jacek Szczyciński (opens in a new tab) on Unsplash (opens in a new tab)

★ Want to build your personal brand? Come and sign up for the “Personal Brand Management Practice (opens in a new tab)” online course.

---

Further reading

• I read “The Yield of Thinking”: Strengthen the four thinking skills and develop business thinking
• I read “First-class people read, where do they draw the line?” : Deep Thinking Techniques for Elite Reading: Don’t draw lines on existing beliefs, but absorb the unknown
• I read “Narrative Arc: Pulitzer Prize judges teach you to write good and popular interview reports”: My review of the interview writing career