New Series Launch on Diamond Online: 'Connecting Brand and CX Moves Business Forward'

Hidetoshi Shirane, CEO of mct Inc. (Shibuya, Tokyo), has launched a new series titled 'Connecting Brand and CX Moves Business Forward' on Diamond Online.

■ Background of the Series

Many companies recognize the importance of CX (customer experience), design initiatives, and mobilize their teams accordingly. Yet, despite these efforts, companies remain unchanged. It is still common for executives to ask, 'How does this translate into sales?'—bringing discussions to a halt.

The root cause is not the precision of initiatives or organizational structure. It lies in how brand and CX are discussed in isolation. This series directly confronts that divide.

■ Series Content

The first half explores, over five installments, the principles for rethinking brand and CX as a unified concept. Each installment examines one deeply embedded 'implicit assumption' in business practice and re-examines it.

・ Why CX doesn't become a business-level discussion

・ Why organizations revert to old ways even after change

・ Why customer understanding stops at the surface

・ Why purpose fails to reach the front lines

・ The real reason companies can't move forward

One central question drives the first half: 'Who is the subject of your company's decisions today?' Shifting from a company-centered subject to one centered on customers' emotional memories—this shift is the starting point for bridging the gap between brand and CX and elevating CX to a core business agenda.

The second half visits real-world companies that have let go of these assumptions, following the 'Five Capabilities' that support CX-driven management: organizational behavior, design, operations, digital, and unlearning.

■ About the Author

Hidetoshi Shirane (CEO, mct Inc.)

A consultant specializing in human-centered innovation and CX-driven management. His book, 'The Easiest Textbook on CX Management: Rethinking Customer Experience to Become a Chosen Company' (published by JMA Management Center), received the Special Jury Prize in the 'Marketing Book Award 2026' hosted by Shoeisha.

■ Series URL

https://diamond.jp/articles/-/392613

■ About mct Inc.

mct Inc. is a consulting firm that supports corporate customer value creation and business growth through human-centered design and CX-driven management. With proven expertise in service design, product development, CX measurement and improvement, and organizational transformation, mct is Japan's only ZMET-certified partner, excelling in customer insight research based on deep psychology.

[Company Overview]

Company Name: mct Inc.

Tokyo Headquarters: 1F-2F, Daiwa Jingumae Building, 2-4-11 Jingumae, Shibuya-ku, Tokyo 150-0001

Osaka Headquarters: 17F, Namba SkyO, 5-1-60 Namba, Chuo-ku, Osaka 542-0076

Representative: Hidetoshi Shirane, CEO

URL: https://mctinc.jp/

Business Activities: CX consulting, human-centered design support, organizational transformation support