■ Don’t Fill Your Schedule with Requested Work According to Kinoshita, the secret to longevity in business is simple: don’t fill your time only with work that others request. Sustainable entrepreneurs invest their time in projects they create themselves. “In the early stages, it’s fine to take commissioned work,” he says, “but eventually, you must build your own product or service as your core business. Otherwise, you’ll remain stuck in a cycle of dependency.” ■ Inflation as Opportunity—and Divide After 30 years of deflation, Japan has entered a clear inflationary phase. In 2024, the Consumer Price Index rose 3.2% year-on-year, affecting nearly all service sectors. Kinoshita views this shift as a major opportunity—for those who have their own business. “In an inflationary economy,” he notes, “the gap between those who can raise prices and those who can’t will determine who survives.” ■ The Power of Price Control Freelancers or companies who rely solely on outsourced work lose control over pricing. In contrast, independent business owners can adjust prices to reflect reality. The ability to ‘set your own price’ is the ultimate protection against inflation. “The same principle applies to regional revitalization,” says Kinoshita. “Communities must create their own industries rather than relying on Tokyo. True regional growth begins with self-initiated business.” ■ Even Employees Need Autonomy He emphasizes that this mindset applies to employees too: “In an inflationary era, you must gain the ability to negotiate your own salary through upskilling and career movement.” ■ Conclusion: Revitalization Begins with Self-Reliance Inflation is not an enemy—it’s a catalyst. What matters is whether you can create value on your own terms. As Kinoshita concludes, ‘Don’t just be the one who’s asked—be the one who creates.’
