Recommended for Companies Entering a New Phase! Sendenkaigi's 'Mission & Value Development Course' Starts August 4 (Tue)!

Sendenkaigi Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative Director: Tomoya Takahashi) will launch the 'Mission & Value Development Course' on Tuesday, August 4, 2026. This course is a practical program for startups, venture companies, small and medium enterprises undergoing generational change, and those expanding their business domains.

For details, click here.

■Characteristics of this course

'Implementing truly functional Mission & Value'

If daily work proceeds without a Mission & Value (MVV) in place, or if the MVV has been formulated but become a dead letter, or if the wording cannot keep up with business expansion or generational change, the message from recruitment, PR, and management perspectives becomes inconsistent, negatively affecting internal decision-making and corporate growth.

In this course, we break down the process from understanding MVV structure, interview design, conceptualization, copywriting, to penetration and operation design, and acquire it as a reproducible process in practice. Through lectures and assignment reviews each session, you will develop your company's Mission & Value, balancing learning and practice.

■Lecturer

Mr. Daisuke Tamura: Representative of PARK / Creative Director / Copywriter

Since 2004, he studied under Creative Director Yasumasa Hirosawa. As a copywriter, he was involved in advertising promotion/branding for apparel, restaurant, and sports brands. Later, he participated in the launch of the 'Copy Department' at Kayac, Inc., and after Orange & Partners, he established branding company PARK Inc. in 2015. He focuses on concept making, naming, mission/value, and slogan development for startups, venture companies, and regional/facility development branding. Major clients include TBS, Kayano-ya, Herabony, Benesse, Odakyu Electric Railway, Makuake, LayerX, SmartHR, and more.

■Target participants

- Executives, corporate planning, PR, and HR personnel at startups and venture companies
- Management, PR, and HR personnel at large companies facing organizational culture issues
- Management, PR, and HR personnel at companies undergoing generational change or business expansion
- Support companies, consulting firms, and copywriters who propose mission, vision, values, corporate philosophy, etc.

■What you will learn in this course

01 Overall Design of Mission & Value Development – Goal Setting / Structure Understanding / Process Decomposition

If the goal becomes 'creating' the mission/value itself, you may produce beautiful words that are not utilized. This course first organizes the structure and role of mission/value, clarifies the purpose of formulation, factorizes the development process, and visualizes what decisions to make at each stage. It builds a foundation to design an approach according to the situation, whether unestablished, dead letter, or needing update.

02 From Interviewing to Conceptualization – Question Design / Deep Diving / Extracting 'Essence'

The quality of mission/value is determined before verbalization. Learn systematized methods of how to ask, whom to ask, question design, selection criteria for interviewees, and deep-diving techniques to elicit 'facts that become basis for decision-making,' not superficial comments. Translate the obtained information into concepts, creating 'direction' and 'decision criteria' that facilitate internal consensus.

03 Copywriting & Penetration Design – Giving Words Personality and Creating a Mechanism for Use

Once mission/value is verbalized, room for misunderstanding arises. This course covers key points in wording, how to give personality, and output structure. Through assignments and reviews, you refine your company's words. Furthermore, reverse-calculate penetration from 'how words are used' rather than 'number of measures.' It covers operation design integrated into existing tasks such as meetings, recruitment, evaluation, and PR, leading to an MVV that does not end with just hanging it on the wall.

See details

■Free Online Trial Session on Monday, July 13

Prior to the Mission & Value Development Course starting August 4, a free trial session will be held. Experience part of the lecture and have all your questions answered in Q&A. Mr. Tamura will introduce his methods and the challenges addressed.

Apply for the free trial session here.

■Overview

Schedule: Starting Tuesday, August 4

*Subsequent sessions: Tuesday, August 4; Tuesday, August 18; Tuesday, September 1; Tuesday, September 15; Tuesday, September 29; Tuesday, October 13

Time: 19:00-21:00

Format: Hybrid (online or in-person, free choice)

Capacity: 20 participants

*Applications close when capacity is reached.

Details and application here.

About Sendenkaigi

Sendenkaigi Co., Ltd. has developed multi-faceted business including publishing, education, events, awards, and consulting, starting with the monthly magazine 'Sendenkaigi' founded in 1954. It publishes specialized magazines such as 'Sendenkaigi', 'Sales Promotion Kaigi', 'Public Relations Kaigi', 'Brain', and 'Environmental Business', and operates the web media 'AdverTimes.' to disseminate the latest trends and practical knowledge in marketing, creative, and environmental fields. Additionally, it provides lectures and training programs with approximately 100,000 participants annually, focusing on developing the next generation of human resources.