From 'Belonging' to 'Self-Definition': VURA Capital Innovation Launches Support for the Implementation of the 'Self-Defined Society (SDS)'

VURA Capital Innovation Holdings Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Naoki Kadowaki; hereinafter 'VURA Capital Innovation') announces the advocacy of a new concept, the 'Self-Defined Society (SDS).' This concept updates the state of humans, companies, and society in an era where AI is rapidly replacing and democratizing intellectual work. Accordingly, the company has commenced transformation support and implementation services for companies and organizations.

■ Background: The Shift in the 'Source of Value' Beyond Efficiency and Optimization

With the explosive spread of generative AI, capabilities such as 'information volume,' 'analysis,' and 'optimization,' which were previously sources of corporate competitive advantage, are becoming commoditized. In an era where AI functions as an 'external brain,' what is required of humans and companies is not the pursuit of efficiency within existing frameworks, but rather 'what questions to ask, what to value, and what kind of future to create.' This 'ability to impart meaning to the future' is itself beginning to become the source of value for society and companies going forward. Furthermore, the AI era is not an era that strips value from humans, but an era where the 'freedom to define value oneself' expands. On the other hand, people are also beginning to face new questions, such as 'what to rely on to live' and 'how to define one's own value.'

As seen in the discussions of 'Human-Centered AI' at global academic institutions and the rise of 'One-person Unicorns' (companies where an individual can create massive value thanks to AI), the times are reaching a major turning point. As AI makes global-scale value creation possible even for individuals, the very meaning of 'belonging to an organization' is beginning to change.

VURA Capital Innovation views this change as a major structural transformation linking:

'Era Structure (Redefinition Capitalism)'
↓
'Social Structure (Self-Defined Society)'
↓
'Corporate Management (Enterprise Redefinition)'

From Redefinition Capitalism to Self-Defined Society and Enterprise Redefinition.

■ 'Structural Transformation in the AI Era' Understood in Three Layers

Redefinition Capitalism (RCap): An economic system where the purpose of capital evolves from 'ownership and expansion' to 'redefinition and value creation.' It is an era structure that creates future value through the fusion of financial, intellectual, human, and social capital.

Self-Defined Society (SDS): A society where individuals do not live by 'belonging'—such as a company, title, or academic background—but instead define their own value and choose their future. As the utilization of knowledge, analysis, and optimization expands through AI, human 'empathy,' 'creativity,' 'inquiry,' 'questioning,' and 'self-determination' will be positioned as increasingly important values.

Enterprise Redefinition (ER): Next-generation management that connects human creativity, empathy, inquiry, and decision-making to new corporate value in the AI era. It is a philosophy of transforming the company itself, centered not just on efficiency, but on 'what to redefine as value.' Brain Capital Management is one of its representative implementation approaches.

■ What is the Self-Defined Society (SDS)?

The Self-Defined Society refers to a social structure in the AI era where people not only rely on companies, titles, and existing roles, but define their own value, choose their future, and create value themselves. As AI expands the use of knowledge, analysis, and optimization, humans are required more than ever to 'define what is valuable.'

Previously in society, 'where you belong' and 'what you know' were the centers of value. However, in the AI era, human intent and meaning-making—such as 'what to ask, what to believe, and what kind of future to create'—will become more important. Also, as AI enables significant value creation even for individuals, the meaning and role of 'belonging to an organization' are beginning to change. VURA Capital Innovation considers this change a critical social structure shift in the AI era.

In the AI era, from 'belonging' to 'self-definition.'

■ CEO Message

An era has begun where knowledge, analysis, and optimization are rapidly being democratized by AI.

We believe this is not merely a technological evolution, but a major structural transformation where the very value criteria of humans, companies, and society will change.

Until now, many people have defined their own value within companies, titles, roles, and affiliations.

However, in the AI era, it is not just about 'what you know,' but

'What do you ask, what do you believe, and what kind of future do you want to create?'

That itself is...

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