Move slow and make things: What Japanese craftsmanship can teach business about quality, patience, and expertise when AI makes speed cheap
By Matt Alt and David Schonthal
For three decades, the prevailing logic in Western business has been straightforward: move fast and break things. The first mover gains an advantage, and scaling before readiness is encouraged. This mindset has led to immense wealth and groundbreaking innovations. However, many companies now realize that speed and value are not interchangeable, as AI has rendered speed nearly costless.
AI doesn't just automate tasks; it highlights the human contributions that truly matter. With machines handling the mundane, businesses now face a new challenge: what to do with the reclaimed time? Machines excel at averages, but achieving excellence requires human expertise and creativity.
The Japanese concept of shokunin captures this essence. Translating roughly to "craftsperson," it embodies a deep competence honed over generations, coupled with humility, pride, and gratitude for both the traditions and people that make the work possible. This mindset has led to some of the world's oldest and most renowned companies, such as Nintendo (founded in 1889), Shiseido (1872), and the construction firm Kongo Gumi (dating back to 578).
In today's digital era, where AI revolutionizes industries, embracing the Japanese approach of shokunin—slowing down and making things with expertise and care—can foster true innovation and create lasting value.