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About

<img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/image1_162e3ddbd3.jpg" alt="image1.jpg">Established in September 2023, aequol Inc. is a company that spun off of Moon Creative Lab venture Metajob!, a digital work matching service. It is developing a job matching platform for spot work and other services in an effort to provide equal work opportunities to all people. How did the idea come about?<figure class="image"><img style="aspect-ratio:1600/900;" src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/image2_9adb52cc44.jpg" alt="image2.jpg" width="1600" height="900"><figcaption>Naohiro Hoshino, CEO of aequol Inc. In 2021, he launched Metajob! as an Entrepreneur-in-Residence (EIR) at Moon Creative Lab and then incorporated it as a company in September 2023.</figcaption></figure>Table of Contents<ol><li>Helping launch Moon Creative Lab</li><li>Is labor shortage real?</li><li>Digital work level the playing field</li><li>Experiences become the true value</li></ol>&nbsp;<h3>1.Helping launch Moon Creative Lab</h3>How did you become an in-house entrepreneur at Moon?&nbsp;Naohiro Hoshino: Around 2016, I participated in the project that originally created Moon Creative Lab itself. Mitsui had been creating a long-term, 10-year vision and Moon was the centerpiece of that vision. In the next phase, we decided to start creating something from scratch, and we set up the motto "From 'tsunagu' (connect) to 'tsukuru' (create)."Later in 2018, Moon was launched and during an open call for ideas, I proposed my idea of&nbsp; a job-matching platform specialized for digital work, which was "Metajob!”At first, I was thinking of developing a platform that would bundle such things as remote-controlled delivery robots and remote-controlled construction work that can be done without having to go to the construction site, for example, or even telemedicine as another example.However, many remote-controlled robot technologies have not yet been put to practical use, so I decided to start with remote customer service, which we could start working on immediately.&nbsp;<h3>2.Is labor shortage real?</h3>Why did “digital” become the starting point?&nbsp;Naohiro: When I explain Japan's demographic projections and effective job openings to people overseas, they get very surprised. Certainly, the shortage of workers is one of the biggest issues facing Japan. However, from a micro-perspective, we also realize that it is not a simple matter, like the ratio of job offers to applicants = 1 or more, therefore there is a labor shortage.Even if the total amount of work exceeds the total number of workers, various barriers such as age, places to live, illness, nursing care, educational background, work experience, etc. prevent people from taking the first step. To begin with, there are few people who are willing to take any kind of Job. In other words, I feel that a lack of manpower appears to be there, partly because of those barriers.aequal's vision is to "help corporate business through individual life experiences.” We are trying to create a new market for non-manual spot-work, where people support corporate activities based on their unique experiences.If everyone stands on the same footing and runs the same 100 meters based on their own character, I think the result would be an interesting world based on different values than what we have seen so far.<h3>&nbsp;</h3><h3>3.Digital work level the playing field</h3>What made you feel challenged by work barriers?&nbsp;Naohiro: I was born and raised in “shitamachi” Tokyo [smaller, more familiar and traditional neighborhoods outside of the modern, cosmopolitan city, typically made of laborers, artisans, and merchants]. My parents were sole proprietors. Many of the families around me were like that. Because I grew up in such an environment, I thought it was natural that after graduating from high school, I would either find a job or go to college while earning tuition fees. At that time, I realized that there is a huge difference in the starting points for running those metaphorical 100 meters.I then began to wonder if it would be possible to create an environment in which all people could compete from the same starting point. The point is that I am not trying to develop "shoes that make you run faster.* My goal was to create a level playing field, and digital work was one of the approaches to achieve this.<h3>4.Experiences become the true value</h3>Isn't work dependent on past skills and background?&nbsp;Naohiro: When we tried to link digital workers with companies, we saw early on that securing social trust was an issue. However, there are actually ways of matching where the value is not in the skills or career, but in the individual’s experience itself.One example of this is the&nbsp;<a href="https://ijyu-chat.metajob.jp/?utm_source=blog&amp;utm_medium=CTA&amp;utm_id=Ijuuchat_LP">Ijuu Chat</a> immigration consultation service, released in October 2023 in collaboration with Japan Organization for Internal Migration (JOIN). In February 2024,&nbsp;<a href="https://numazu-ijyu-chat.metajob.jp/?utm_source=blog&amp;utm_medium=CTA&amp;utm_id=Ijuuchat_N_LP">Ijuuchat for Numazu</a> was launched through Numazu Livelihood, a portal site operated by Numazu City for immigrants and permanent residents. And in June 2024,&nbsp;<a href="https://ibaraki-ijyu-chat.metajob.jp/">Ijuuchat for Ibaraki</a> was launched for Ibaraki prefecture. We hope to make this available nationwide.&nbsp;Until now, local government officials in each area have tried to explain the convenience of living in that area, which is something that prospective immigrants want to know about. In Ijuu Chat, ChatGPT gives a rough answer, and then digital workers who have lived in the area answer the details beyond that. For example, if you ask, "What is the best area for a single mother to live?” a person with experience will answer that question.This is what makes it valuable – not the skill, but the experience. The fact that you have lived there becomes a value in itself. This system can be used not only for immigration but also for travel, and if a large log of exchanges can be accumulated, data utilization is also possible.The knowledge we have gained through our various practices is being applied in a wider range of areas as technology advances. The first remote customer service project we undertook was with a company that operates a karaoke box. By taking detailed sensory data from workers, we were able to get a variety of opinions, such as the difficulty of free talk and the demand for fortune-telling. We were able to start quizzes, including murder mysteries and quick-press quizzes, and collect a variety of data as a result.Now we are able to use that knowledge to conduct increasingly in-depth interviews, such as talking to people who have been using a cosmetics brand's products for more than 10 years, or one company talking to loyal users of a rival company.Although the public has high expectations for automation through AI and robots, the actual cost of 100% automation is significant, and the division of roles between AI and people is expected to continue to be an important point in the future. I believe that digital work will play a major role there.<hr>Naohiro Hoshino established&nbsp;<a href="https://aequol.com/?utm_source=blog&amp;utm_medium=CTA&amp;utm_id=aequol_LP">aequol Inc.</a> on September 14, 2023. In October 2023, he released&nbsp;<a href="https://ijyu-chat.metajob.jp/?utm_source=blog&amp;utm_medium=CTA&amp;utm_id=Ijuuchat_LP">Ijuu Chat</a>, a migration consultation service operated by both AI and people, in collaboration with the Organization for Promotion of Migration and Interchange. In January 2024, he collaborated with Chukyo Television Broadcasting Corporation and launched&nbsp;<a href="https://www.ctv.co.jp/studyjam/?utm_source=blog&amp;utm_medium=CTA&amp;utm_id=StudyJam_LP">Study Jam</a>, a non-advertising method to reach Generation Z and create fandoms. Naohiro has also launched Metajob Research, an online interview service that enables users to obtain candid opinions from consumers, and&nbsp;<a href="https://aequol.com/posts/SNOKlBuY?utm_source=blog&amp;utm_medium=CTA&amp;utm_id=vtuberscoring">Super-Subjective Vtuber Scoring</a>, a karaoke scoring tool that uses Vtuber digital workers, which Moon Creative Lab is currently helping Naohiro implement.Moon Creative Lab also supports various other ventures. Please check our&nbsp;<a href="https://www.mooncreativelab.com?utm_source=blog&amp;utm_medium=CTA&amp;utm_id=aequol_idea_interview_en">official website</a> to learn more.&nbsp;

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Hear from a Moon Design Lead on how language plays a key role in managing projects, and the importance of creating spaces that take diverse languages into consideration.<hr><h3>Key Learnings</h3><ul><li>Be considerate of multiple languages used across a team.&nbsp;</li><li>Diversity produces more powerful conversations and outcomes.</li><li>Connecting through language creates empathy amongst team members.</li></ul><hr><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/PXL_20230426_092649278_2_1578932014.jpg" alt="PXL_20230426_092649278~2.jpg">I have never joined a project that departed from a specific business unit but had the aim to aggregate not only different departments but also a very complex system of stakeholders and project partners. But that changed with my recent experience with Agritech, a project that was born inside the Mobility Business team at Mitsui &amp; Co.’s headquarters. When the project arrived at Moon through a workshop, it was already formed by professionals from Logistics, DX, Machinery, and Food Business Units. Not only that, but the team had members from Mitsui &amp; Co. Japan and Mitsui &amp; Co. São Paulo, Brazil. The project was born from a unique business opportunity to collaborate with a development team from a partner (a large Japanese electronics manufacturer) that had been developing solutions in global connectivity and smart sensing on a planetary scale.&nbsp;&nbsp;As Moon, our initial challenge was to facilitate conversations among such a diverse team, and also support possible paths where the technologies developed by the partner could be applied to generate business in Brazil – while also improving the quality of processes in areas where Mitsui &amp; Co. is active in South America.&nbsp;&nbsp;Because Moon has its headquarters in Palo Alto, and a big part of our team and structure work on an English-speaking basis, English tends to become the main language used when we host workshops or work on projects with teams coming from different backgrounds. This is also common for Mitsui &amp; Co. since the company is present in more than 60 countries globally.&nbsp;&nbsp;For me, this project was especially exciting, not only because I was familiar with the Brazilian context and would work with a product targeting the place where I lived for a big part of my life, but also because I was in the middle of a large group of professionals who could speak three languages I am fluent in Portuguese, English, and Japanese. In the beginning, I was excited thinking about how that would be advantageous to me since I was leading the project. However, what came after was the realization of how language plays a key role in efficiently managing projects, as well as generating successful business. But this realization also came with learning about how to create spaces, frameworks, and processes that consider that.<img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/IMG_0050_9fd9d55fb5.jpg" alt="IMG_0050.jpg">It is important to remember that English is a useful, global&nbsp;lingua franca, but it also presents as a hegemonic power that can affect a professional’s confidence and work quality when we get lost in translation. The key learning I had was that the language barrier might cover up creativity. Many professionals who might have brilliant insights might step back, afraid of attempting to speak up in English which they might feel is insufficient. This was a common comment we received from professionals in Japan while running user interviews for&nbsp;<a href="https://goril.jp/">GORIL</a>, a language-learning app and former Moon venture that I also worked on. When people have to communicate in a language in which they aren’t fluent, defending their point of view or presenting a proposal might be negatively affected. In other words, the rhetoric might lack its full potential. Lastly, miscommunication also happens when people are listening. When information is being passed verbally in a language that one is not 100% fluent in, interpretation might be difficult, hence, reacting or responding to it might also be compromised.<img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/GORIL_285e5dfa13.jpeg" alt="GORIL.jpeg">I could list a dozen more aspects of miscommunication issues. Still, instead, I want to bring up some key learning tactics to improve communication and efficiency when two or more languages are being used in a project work environment.&nbsp;1. The Ones Who Get It All Make sure your team has an individual who can fluently deal with the languages involved in the project. This person can step in to clarify lost in translation moments and additionally might have cultural insights into each language, which can be helpful for conflict handling.2. Plain Language No matter if the language is English or another, if the other team members speak the language that is being used but is not 100% fluent, make sure to speak slowly and with seamless breaks between words – this is a classic podcast technique, by the way. Do not bring many expressions, figurative language, or highly complex vocabulary.3. Read People's Reactions and Add ComplementsNot just the facilitator, but also other team members should have the role of checking on everyone’s reactions and complementing conversations, statements, or questions that might sound too complex to be interpreted. They could even rephrase sentences for someone who could not fully communicate in the language being used, helping to close any gaps. Rephrasing is a great tool, and to be honest, sometimes it happens even if you do speak the same language. It is not always that we can be 100% clear using words.&nbsp;4. Allow Plurality Create teams who can speak multiple languages. The more bilingual or trilingual members you have, the more powerful the conversations and outcomes will be. And if some of the members do not speak a certain language, support them in learning it, even if they don’t become fluent or use it in daily life. Connecting with the language of their colleagues or business partners is an important tool for increasing empathy.&nbsp;<img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/PXL_20230320_163413890_41462b4011.jpg" alt="PXL_20230320_163413890.jpg">In our project with Mitsui &amp; Co., our partner, and many Brazilian stakeholders, we live within three languages. Of course, sometimes things become more complex, but what we try to avoid by all means is criticism and team members behaving with an air of superiority due to their language capabilities. But more important than anything, we make sure that all the information, coming from whichever of the three languages, is easily translated as context to all members so everyone can always be on the same page, at all times.&nbsp;Machi Rezende, Design Lead<img class="image_resized" style="width:25%;" src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Moon_Creative_Lab_Machi_1_da27c89ed0.jpg" alt="Moon Creative Lab_Machi_1.jpg">

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Carbon Mileage is a venture from Houston, Texas that incentivizes air travelers to make carbon-conscious choices to enable a sustainable aviation ecosystem. Currently incubating at Moon Creative Lab, the Carbon Mileage team underwent a quick sprint to better understand decarbonization within the airline industry and plan their next course of action.&nbsp;<hr><h3>Key Learnings:</h3><ul><li>Defining a problem statement.</li><li>Identifying key users and stakeholders.</li><li>Understanding users through research.</li></ul><hr><figure class="image image_resized" style="width:75%;"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Carbon_mileage_pledge_9f7a3bbd54.png" alt="Carbon mileage pledge.png"></figure>The Moon team recently met with Carbon Mileage, one of the ventures selected to be part of our Boost incubation program. Over the course of two days at our Palo Alto studio, we dug into the problem the team is seeking to solve: incentivizing decarbonization in the airline industry. Two days might seem like a lofty goal, but for us, we thrive in a short-time bound environment. Rather than spending unreasonable amounts of time reworking the same problem over and over again, two days allowed the team to make quicker decisions and confidently map out all necessary steps.&nbsp;&nbsp;&nbsp;Before the workshop began, the team outlined three main goals they were wanting to achieve during the two days:&nbsp;<ol><li>Define the problem statement.&nbsp;</li><li>Name the biggest assumptions and build a user research plan to de-risk them.</li><li>Commit to a product hypothesis.</li><li>Work on team building to sustain momentum remotely.&nbsp;</li></ol>&nbsp;<h3>Defining a Clear Problem Statement</h3>Before any project starts, it’s important for the team to align on a clear problem statement before identifying a possible solution. By defining a problem statement, this prepares the team to further investigate different solutions through proper research and confidently act on the best proposed solution.&nbsp;&nbsp;&nbsp;Carbon Mileage defined their clear problem statement as, “How might we engage air travelers in decarbonization efforts?” which evolved from the original statement that fixated on the idea of an incentivisation program. The original problem statement felt narrow and closed-minded to how much broader the team could explore decarbonization efforts. By switching the problem of only having an incentivization program to thinking more broadly towards engaging customers, this allowed the team to think much deeper into possible solutions.&nbsp;&nbsp;&nbsp;&nbsp;<h3>Analyzing Target Customers and Stakeholders&nbsp;</h3>After defining the problem statement, it’s important to analyze who the true stakeholders are, also known as the target audience of the Carbon Mileage program and all those who would be involved in Carbon Milage’s solution. The team outlined four main stakeholders: airlines, air travelers, travel organizers, and sustainable fuel suppliers. Beyond identifying stakeholders, it’s important to get to know them even more by determining what motivates them to act a certain way or make specific purchasing decisions. By specifying key motivations, Carbon Mileage can leverage this information as a way to build engagement amongst target users and explore solutions to their problem statement.&nbsp;&nbsp;<h3>Mapping Out the User Journey To Better Understand the User Experience</h3><figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/carbon_mileage_2_d30c966b9b.png" alt="carbon mileage 2.png"></figure>Aligning the user journey with the product hypothesis allowed the team to visually see where in the target audience’s journey it would make the most sense to implement Carbon Mileage.&nbsp;The team first explored, “How might Carbon Mileage reward travelers?” Some ideas included priority boarding, travel status, points redeemable for sustainable merch, and additional airline miles. Then the team explored how this might align with reduced carbon emissions. Ideas included buying carbon credits to compensate for annual travel and traveling with lighter bags to reduce fuel usage.&nbsp;While listing all of these ideas out is important, what makes the ideas even more tangible is creating concept cards to help paint a clearer picture of what direction the team feels is the ideal solution. By creating prototypes of the ideas, the team is able to confidently visualize the possibility of an idea before acting on it.&nbsp;&nbsp;&nbsp;<img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Carbon_Mileage_bd0574516a.png" alt="Carbon Mileage.png">&nbsp;<h3>Name Assumptions and Build a Research Plan to De-Risk Them&nbsp;</h3>With these concept cards, the team then built out a user research guide to de-risk any of their previous assumptions. By gathering early feedback from Moon team members, the Carbon Mileage team was able to commit to a product direction during the workshop.&nbsp;What was unique about this user testing experience was that it was the first time Carbon Mileage team members asked open-ended questions and avoided leading questions about their product. A leading question might look like, “Would you pack lighter if it meant to be rewarded by product credits?” rather than open-ended questions like, “What is the first thing that comes to mind about air travel?” The reason for asking open-ended questions versus leading questions was to widen the knowledge base for the team, unleashing new insights into what potential customers might bring. Many times teams lean on assumptions to answer the root of their problem rather than exploring the truest needs of their users.&nbsp;Taking the exploration even further, the team created a landing page to test the value proposition with users. Why a landing page? It’s quick, it’s tangible, and it’s the first exploration of the product that might speak to potential customers.&nbsp;<h3>What’s Next for Carbon Mileage &nbsp;</h3>The team agreed that there needs to be even more exploration of de-risking the most critical assumptions by engaging further user research with key stakeholders, focusing on travelers and airlines. Additionally, there needs to be a design experiment to test the theory that IF consumers were rewarded for choosing carbon reduction efforts, they would do so.Since this workshop was only two days, the team agreed that this would need to happen at a later time. We look forward to learning more about Carbon Mileage in the coming months as they begin to explore further together with Moon.If a workshop similar to this sounds interesting to you and your team, Moon would love to hear from you. Contact us at <a href="mailto:hello@mooncreativelab.com">hello@mooncreativelab.com</a> to start the conversation of how we can help your organization, team, or startup begin digging deeper into the root of the problem you’re seeking to solve.&nbsp; &nbsp;

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<h3>Key Learnings</h3><ul><li>Rapid testing is necessary when beginning a venture.</li><li>When something isn’t working, reiterate and pivot.</li><li>User testing is crucial to finding your venture’s direction.</li></ul><figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Dell_bae8f30afe.jpg" alt="Dell.jpg"><figcaption>Dell dela Torre, co-founder of Inna Circle</figcaption></figure>Moon Venture Inna Circle is an online child care matching service created by Grace Aldas and Dell dela Torre, two women who faced struggles as new mothers in the Philippines. Looking for a community to help address common struggles that come up when raising a child, Grace and Dell created Inna Circle to help themselves and others throughout new parenthood in the Philippines and across South East Asia.Being a modern mother today can truly be challenging. Balancing a full-time job and managing a household is no easy feat. New mothers Grace and Dell did not want to have to choose between their careers and ensuring their children received proper care. As full-time employees of Mitsui, they found themselves in this predicament during the COVID-19 pandemic. Attending regular work meetings, juggling daily tasks, and having to homeschool kids – all while trying to find time to work on Inna Circle – was an overwhelming daily routine for both of them. To help Grace and Dell achieve their vision for Inna Circle during this challenging time, I joined their team when they started incubation at Moon.&nbsp; Their original idea was to develop a product or service that could support working mothers, providing them with some peace of mind while reducing the stress of juggling child care and work. Our initial focus was to address the most pressing issues many mothers face: finding a peaceful balance between focusing on work and the duty of taking care of their kids.<figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Inna_Circle_group_c6bf31d65d.jpg" alt="Inna Circle group.jpg"><figcaption>The Inna Circle team</figcaption></figure><h3>Adapting to Challenges</h3>Both joining Moon Creative Lab and building a product from the ground up were unique and challenging experiences for Grace and Dell. They had to quickly adapt to changes in mindset, working style, and business environment that were quite different from their regular day jobs. We also felt the challenge of managing our time wisely as we stretched across different time zones, putting pressure on when we could meet on Zoom calls and work together as a team.Another challenge the team faced was during the product-definition phase. We initially had a concept to provide child care sessions to help mothers gain more personal free-time. We tested this by running a three-day child care pop-up in Manila and followed these sessions with user interviews to help us better understand expectations. We soon learned that this concept would be difficult to scale because building a space takes a lot of time and resources, especially when compared to building something digitallyThis led the team to reevaluate our approach and focus on the core problem mothers faced: the desire to work on their personal endeavors while ensuring their children were well taken care of. &nbsp;<h3>Becoming Our Own Customers</h3>With these results, the team regrouped and came up with a new product idea: a digital platform for booking caretakers, or “childminders,” whenever needed. However, this idea presented its own challenge of differentiating itself from existing child care services in the Philippines. Through interviews, we discovered that many interviewees had already hired caregivers at home but were dissatisfied with their quality, leading to trust issues. Mothers felt that many caregivers lacked proper education and qualifications, and were given the position out of necessity.This revelation provided valuable insight on how to position Inna Circle services and win the market: by offering high-quality childminders who could benefit both mothers and children.Before committing fully to this new product direction, Grace and Dell tested the service by becoming their own customers and also acting as childminders for other mothers. The results were highly positive, with mothers expressing satisfaction and the ability to focus on other important tasks. &nbsp;<h3>International Growth Challenges</h3>Another significant challenge, perhaps the most substantial one, was that Inna Circle marked Moon's first venture outside of Japan with real customers ready to pay for the service. However, the team ran into some complex legal barriers regarding international payment business models when they officially launched.After extensive effort and communication, Grace and Dell managed to navigate these financial barriers and were finally ready to launch Inna Circle in Manila. The entire process was arduous, but it provided valuable lessons in dealing with business licenses internationally and how to support global ventures in the future.<figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Dell_and_Grace_ffee39ac55.jpg" alt="Dell and Grace.jpg"><figcaption>Grace Aldas and Dell dela Torre, founders of Inna Circle</figcaption></figure><h3>Lessons Learned</h3>The experience of rapid testing, quick decision-making, and agile pivoting became valuable lessons for Grace, Dell, and the entire team. As a designer, I learned the significance of user testing and encouraged the team to change direction when necessary.Grace and Dell also learned the importance of directly engaging with users, adopting a human-centered approach, and embracing the concept of rapid iteration and pivoting when something isn’t working. They pushed themselves outside of their comfort zones to connect with the startup industry in the Philippines and engage with potential business partners – experiences that were entirely new to them.On a personal level, building a business alongside Grace and Dell has been an incredibly valuable learning experience. From directly interacting with customers (mothers and childminders) and experimenting scrappily with limited resources, we truly ran like a startup. And it all resulted in us achieving our goals and learning the most from our users. Our process involved continuous learning, testing, pivoting, building quickly, and validating our market. It was crucial to remain honest about what is working, what isn't, identifying obstacles, and not being afraid to ask for help.Inna Circle serves as an ideal role venture model that others can learn from. The service already boasts at least 120 bookings per month, a number that is still increasing to this day. The team launched a new landing page at the end of August with improved access to the booking platform, resulting in an increase in the number of users and childminders in the service pool. &nbsp;What’s NextInna Circle is still in the process of growing its business in the Philippines. The next big step is pursuing B2B collaborations with large companies (over 2,000 employees) in the Philippines.Learn more about Inna Circle at <a href="https://www.theinnacircle.com/">theinnacircle.com</a> and stay connected through their <a href="https://www.facebook.com/InnaCircle.ph">Facebook</a> and <a href="https://www.instagram.com/innacircle.ph/">Instagram</a>.&nbsp;&nbsp;Yo Yeh, Senior Designer<img class="image_resized" style="width:25%;" src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Moon_Creative_Lab_Yo_2_1_1_e61332b6a9.jpg" alt="Moon Creative Lab_Yo_2 (1) 1.jpg">

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<a href="https://www.voox.me/">VOOX</a> is a platform that offers a curated collection of bite-sized audio content for lifelong learning. Content is narrated by the author in order to accurately convey and express what they intend. This can sometimes be quite difficult to achieve when read by someone other than the author themselves. Founder Hong Guihua shares why she decided to create VOOX and the impact her company is looking to create.<h3>In this blog:</h3><ul><li>“I like books but I’m unable to read them.”</li><li>Right plan, wrong content</li><li>Keeping authors authentic</li><li>Connecting authors, editors, and publishers</li><li>Bringing authors and readers together</li></ul><hr><figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/image1_2b52554b2b.jpg" alt="image1.jpg"><figcaption>Hong Guihua launched VOOX in May 2020 and released the application in 2021. &nbsp;</figcaption></figure><h3>“I like books but I’m unable to read them.”</h3>I have always been interested in audio services for two main reasons:<ol><li>While I like books and think they are important, I found myself unable to read them. Especially difficult books; if it is a classic or a book with complex content, it is very difficult to read, let alone understand.</li><li>When I was stationed in Indonesia back in 2016, I had to drive to work for two years. I had spent a lot of time driving and audio content was a crucial means of consuming information for me. I had always used different forms of audio content, including radio, and I had a strong interest in audio services such as audiobooks, news delivered by voice, audio lectures on economics at Peking University, and so on. &nbsp;</li></ol>However, compared to the U.S. and China, Japan had hardly any audio content other than radio. The only thing that existed were podcasts for learning English. There were so few options!&nbsp; I thought that offering a variety of audio content in a different format would grow in Japan. When I had learned about Moon's open call for new business ideas, I started thinking about my idea and how I might commercialize it. I refined my idea, pitched it to Moon and upon acceptance was transferred to Moon where I had launched the VOOX website in the summer of 2020.&nbsp;<h3>Right plan, wrong content</h3>At first, there were only three people on the VOOX team and we didn't have any background knowledge on how to create content. But the important things we wanted to do back then are the same as what we want to do now: provide content that could be listened to within 10-minutes, organize the information so that it’s easy to navigate, and make learning easier and more accessible to everyone.&nbsp; Initially, we tried to create 100 10-minute segments of content focused on the theme of economics, something we thought everyone would like to learn more about. But it turned out that it wasn't interesting content for listeners. Our planning was right, but the content itself just wasn’t interesting enough. It proved impossible to listen to such long content all the way through. I decided to look for an editor. Then I met Fumio Iwasa, the current editor-in-chief of VOOX, who has 30 years of experience in book editing and is also a former editor-in-chief of the Harvard Business Review. Together, we reviewed the world view and editorial policy at VOOX and arrived at the current format, a series of six 10-minute episodes, which allows us to offer a variety of topics.&nbsp;<h3>Keeping authors authentic</h3>At first, we tried to make 100 episodes, but we soon learned that even if we divided the episodes into 10 series, the content would start to overlap in the middle of the series. For this reason, we decided to limit the number of episodes to six.&nbsp; We prepared a landing page and recruited about 120 users to test it out. On that page, we provided three recorded samples:&nbsp;<ol><li>A narrator reads the trend summary articles published by VC.</li><li>A narrator reads their own summary of the book <a href="https://www.amazon.co.jp/Blitzscaling-Lightning-Fast-Building-Massively-Companies-ebook/dp/B0791239V7/ref=sr_1_2?__mk_ja_JP=%E3%82%AB%E3%82%BF%E3%82%AB%E3%83%8A&amp;crid=3D4QYFT3EFJB2&amp;keywords=blitz+scaling&amp;qid=1695110423&amp;sprefix=blitzscaling%2Caps%2C151&amp;sr=8-2">BLITZSCALING</a>.</li><li>The book <a href="https://www.amazon.co.jp/%E8%B5%B7%E6%A5%AD%E3%81%AE%E7%A7%91%E5%AD%A6-%E3%82%B9%E3%82%BF%E3%83%BC%E3%83%88%E3%82%A2%E3%83%83%E3%83%97%E3%82%B5%E3%82%A4%E3%82%A8%E3%83%B3%E3%82%B9-%E7%94%B0%E6%89%80-%E9%9B%85%E4%B9%8B/dp/4822259757">The Science of Entrepreneurship: Startup Science</a> is explained by the author himself.</li></ol>The recordings with commentary by the authors themselves achieved the best results, much more than the others.&nbsp; Option 3 was originally listed as "commentary by the author," whether the content was read by a third-party narrator or by the author. But after qualitative interviews with users about their impressions and the extent to which they remembered the audio content, we learned that the users who chose “commentary by the author themself" were the ones who reportedly retained the most information. When creating audio content, our goal is to try and preserve the author's authenticity as much as possible. We prepare a simple bulleted list of questions for the author to address at the time of recording instead of providing a script for them to read. We don’t edit the recordings, although we sometimes re-record any mistakes. This method seems to work well for not only the user, but also the author.&nbsp; It really helps the authors to organize their thoughts. As a matter of fact, there is even a newly published book based on the content of a VOOX talk. The author, who had no intention of writing a book, realized that he could turn his audio content into a book after talking about it at VOOX. We connected the author with a publishing company, which eventually led to the publication of his book. With an increase in such cases, we have come to realize that VOOX is beginning to produce new benefits not just for authors and listeners, but also for editors and publishers.&nbsp;<h3>Connecting authors, editors, and publishers</h3>Originally, the main objective of VOOX was to have authors read and comment on their own content in audio form. However, every time we spoke with the authors, they would digress and tell stories that went beyond the books in discussion. Then I tried asking authors to not only talk about the applicable book, but also about the entire topic or subject. By doing so, we developed brand-new audio content, which further developed into new publications. One time, an author was writing a book and got a little stumped, so he decided to try and overcome his writer’s block by talking about it on VOOX. That author happened to be our editor-in-chief, but we used VOOX as a place to reinvigorate his inspiration and perspective.&nbsp; Sometimes an author will use it in that way, and other times, they'll have a topic that they've been trying to write a book on, but have neglected it for a long time. So, they'll talk about it on VOOX as a way to refresh their ideas.&nbsp; When you think about it, there are a number of advantages for editors to work with VOOX – it’s a place to learn about authors who are not yet widely known. It’s a place to relieve authors of stumbling blocks and dead-ends and a place to stimulate planning and ideas. It’s a place to discover new authors. And, of course, a place to promote books. In fact, more and more people are contacting us organically. When we find a good book and contact the publisher, the publisher, in turn, contacts us to ask what we think about the book. We are also hearing more from people who are interested in the books that have been published on VOOX. I am very happy to say that in our third year, we are gradually expanding our relationships not only with authors and editors, but with publishers as well.I was happy to hear one of our editors say, "I wasn't sure where I could transfer my book editing skills, but now I know that I can use them in this kind of situation.” I was excited to hear that he thought VOOX could be a new way to apply his skills.<figure class="media"><oembed url="https://vimeo.com/859211849"></oembed></figure><h3>Bringing authors and readers together</h3>Nowadays, the number of people who read books is decreasing rapidly. I don't want this to continue, so I hope VOOX can become a service that can create synergy with books. We did not set out to replace books, but to introduce them. On top of that, we are trying to create a deeper connection between readers and authors. We are currently reaching more people by making VOOX content available on Amazon’s Audible. On the other hand, we think that for fans and listeners of a particular author, even 60 minutes of content isn’t enough, so we are trying to create more ways to deepen the communication between authors and readers. The "pre-publication book club" was one of the ideas we came up with to address that issue. Learn more in the video below (in Japanese).<figure class="media"><oembed url="https://vimeo.com/859212188"></oembed></figure>Because of the coronavirus pandemic, we had never been able to hold an offline event before. But when we held our first in-person event to meet authors, it was more exciting than we had ever imagined. I remember that the authors were very lively because readers came to the events. We plan to do more of these events in the future. Since audio content is a niche market, we are always thinking about ways to make it more widely known. With a Japanese magazine, if 50,000 people know about your business, you can say that everyone knows about it to some extent. Or if the book is on the shelves of a bookstore, you can feel a sense of response. We are still creating content one by one, thinking about how we can create a similar outcome with VOOX.&nbsp;*This article was originally written in Japanese and has been translated and edited for clarity.<hr>VOOX launched its <a href="https://www.voox.me/">website</a> in 2020, followed by its app (<a href="https://apps.apple.com/jp/app/voox/id1546175303">iOS</a>, <a href="https://play.google.com/store/apps/details?id=me.voox&amp;hl=en&amp;gl=US&amp;pli=1">Android</a>) in 2021. A book’s worth of knowledge is narrated directly from leading experts from various fields, including Taizo Son, Dai Tamesue, Ken Kusunoki, Shu Yamaguchi, and others. New series are available for free for two weeks after its release. In June 2023, VOOX began providing content to Audible, the world's largest audiobook and audio content production and distribution service. On June 27, an event was held to celebrate the publication of Surrender Theory with former professional baseball player and current business coach, Yuhki Takamori. In July, VOOX also held a pre-publication reading of Maturity Theory with Dai Tamesue. Follow VOOX on <a href="https://twitter.com/VOOX_jp">X (formerly Twitter)</a> for the latest news and useful knowledge from each series. &nbsp;

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Lullaby is a personalized sleep training service and platform for parents and their newborns.In this article, hear from founder Yukari Tago on how cultural differences and an unfortunate accident inspired her to create Lullaby.&nbsp;<h3> Key Learnings&nbsp;</h3><ul><li>Different countries, different childbirth experiences&nbsp;</li><li>An accidental wake-up call</li><li>Better sleep becomes more than a dream</li><li>Global effects of sleep deprivation</li></ul><hr><figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/image1_74171e0d92.jpg" alt="image1.jpg"><figcaption>Yukari Tago, founder of Lullaby</figcaption></figure><h3>Different countries, different childbirth experiences&nbsp;</h3>The launch of Lullaby was greatly influenced by my experience giving birth in the United States. While the procedures and preparations were more inconvenient and difficult than in Japan, I was surprised at the high level of child-rearing literacy that mothers had in the U.S.Japan is safe and well insured. With an infant medical care card, you can receive free medical care throughout the country. But the situation is quite different in the United States.One time I was at a friend of mine’s US-based home and I had noticed her thick medical dictionaries covered in sticky notes. She told me that she went through every detail of a recent doctor visit’s recommendation, such as whether there is a generic version of a recommended drug, if there is a cheaper alternative, what tests were recommended, etc. She even had suggested options that differed from her doctor's opinion!&nbsp;There were also differences in the birthing process. I had to choose the hospital where I would give birth and also make an appointment with an obstetrician that was covered under my medical insurance. Immediately after birth, I was assigned a pediatrician, and I needed to make an appointment with that doctor in advance. Making separate appointments for the hospital and the doctor was a big difference in itself, but I was indeed surprised when I asked an acquaintance for a hospital recommendation, he replied, "X hospital won't rip you off.”Since I did not have many local acquaintances I decided on a hospital on my own after gathering information using classified websites and other resources. Other mothers I had met were so skilled in gathering such information, which was quite impressive to me. Also, in California, it was not unusual for mothers to return to work three months after childbirth, and it seemed normal for them to invest time and money in preparing for this.One of the things I learned through my experience giving birth in the U.S. was sleep training, which helps babies develop the habit of falling asleep on their own rather than being put to sleep by co-sleeping or being held, as is typical in Japan. My obstetrician told me about the importance of sleep training and how proper sleep health, for both child and parent, is essential. After all, “you can't raise a healthy child if you are exhausted,” as she said.I still wasn't sure whether or not to actually seek sleep training consulting, but an unforeseen event occurred when my child was six months old which drove my need for it. &nbsp;<h3>An accidental wake-up call</h3>My baby was continuously crying at night, leaving me so exhausted that it was hard for me to function throughout the day.When my baby was six months old, he was still crying throughout the night, and I started noticing how constantly foggy my mind was during the day. One day, while he was sleeping on the couch, I took my eyes off of him for just a moment, but when he woke up he fell right off the couch. Had I not been sleep deprived, I probably would have kept a closer eye on him or noticed the moment he woke up.Fortunately, it was nothing too serious. But I remember panicking and rushing to call a cab to take him to the hospital. I was terrified that I might have caused serious injuries. After that scary accident, I decided to seek consulting for sleep training.<blockquote>"You can't raise a healthy child if you are exhausted.”</blockquote><h3>Better sleep becomes more than a dream</h3>Before that incident, I had only considered sleep training. In California, where I had given birth, mothers often returned to work three months postpartum. It was common practice to work with a sleep consultant – a professional that handles sleep training and nighttime crying – to prepare a baby’s sleep environment, allowing the mother to return to work fully equipped to handle nighttime crying and sleep training on her own.At the time I had been reading The Happiest Baby on the Block, a well-known book about parenting and increasing a baby’s sleep, since my son was three months old. But just reading about it didn’t really help the problem I was facing. I still wasn’t sure what to do.The couch incident showed me that I had not been thinking clearly thanks to my baby’s continued night time crying and my own unwavering sleep deprivation. I decided to seek help right away. After receiving consultation and working on sleep training with my husband, I saw a change in my baby’s sleep pattern after just three days.We would leave the room after putting my baby to sleep and watch him through the monitor to measure the time from the start of crying to the end of crying, and we would let him cry for about five minutes, then have contact with him for two minutes, and leave again for a short while, following a time chart. If I had been alone without my husband’s support, I would have broken down when I heard my baby crying.The first few days were pretty rough but to my surprise he quickly began to adapt. After a few weeks, I was actually able to sleep through the night on my own as if by magic. I was so happy about it that when I shared it on Instagram, I was inundated with questions from my friends in Japan, "What is sleep training!?"I received the same response from other people who used sleep training with their infants using the same method as I did. To this day, I still receive comments from users of the Lullaby app saying that they start to see changes in their infants after about the third day. Of course, there are individual differences, but that is the magic of sleep training! You can see improvement almost immediately.For me, the change was drastic. I had read some papers with scientific evidence at the time, but I felt that perhaps if I had the knowledge, parenting would be much easier.I was finally able to get more sleep and I even had enough time to myself that I could take night classes at UCLA Extension. Looking back, the first three to four months after giving birth are a hurdle for just about anyone looking to sleep train because it is a time when the baby does not yet have the strength to sleep through the night. With such knowledge, I would have felt more relaxed about the position I was in.<h3> Global effects of sleep deprivation</h3>Since my job was to develop new businesses in the EdTech industry, I had the opportunity to hear directly from CEOs and COOs about startups in Japan and overseas at the time. Perhaps that is where I was first attracted to the world of startups.Later, I became pregnant in 2016, gave birth in 2017, took maternity leave, and returned to work in 2018. At that time, I particularly remembered the words of a senior employee at Mitsui &amp; Co. who had started his own business. He said that when it comes to new businesses, it’s important to find a deep pain point. If it is deep, and if it is an issue that you want to solve no matter how much money you have to pay, it should be a viable business.&nbsp; &nbsp;<a href="https://www.mooncreativelab.com/stories/design-research">Why Design Research Is Important in Building a Startup</a>&nbsp;After my son was born, for the first time in my life I was faced with the challenge of sleep deprivation. It was the most physically and mentally exhausting experience of my life so far, a true pain point.While sleep training was a common solution in the U.S., it wasn’t in Japan. I thought, "This is it!" I continued to gather information to commercialize this idea. I later learned that Moon was going to hold its first pitch event, so I decided to apply. It seemed like a good opportunity. I pitched my idea for Lullaby and that was the start of my business to improve children's nighttime crying and improve parent’s own sleep.Later, Dr. Mariko Morita, who participated in the project as a supervising physician, also found that the problems related to bedtime are significant.According to data published by Ehime University in 2018, Japan ranks last when comparing the total length of sleep of three-year-olds in 17 major countries1.But it's not just children’s sleep that is affected. Data published by the OECD in 2016 showed that Japanese adult males had the fourth-shortest total sleep duration of all 38 countries at the time (35 OECD member countries plus China, India, and South Africa), and adult females in Japan had the lowest sleep duration2.Sleep deprivation is a major problem in Japan, and many people associate this to their feelings of anxiety about returning to work after parental leave, to fight because of frustration with their children not sleeping, to get divorced because their marriage deteriorates, or to suffer from postpartum depression. Although the methodology on how to improve this nighttime crying problem has not been established at all in Japan, there is evidence for the effectiveness of sleep training.Out of 52 treatment studies from the American Academy of Sleep Medicine, 94% of the studies report that sleep training has been effective in improving nighttime crying, and more than 80% of children demonstrated significant improvement that was maintained for three-six months3. Even though the results are well documented, in Japan, there are no medical institutions or midwifery centers to provide guidance.Research has shown that the rate of postpartum depression, stated to originally be about 15%, has increased to about 30% due to the impact of the coronavirus pandemic4, which may have a significant impact on mental health. And problems related to infant sleep contribute to the increased percentage as well.I created Lullaby to help solve this very problem. &nbsp;&nbsp;Lullaby is currently expanding its business domain by matching sleep consultants, providing reliable childcare information under the supervision of sleep medicine physicians, and developing other services such as general childcare consultation services.The company has also begun joint development with Pigeon, and as of July 2023, plans to offer a "Nen-ne Kaizen Pack," which combines several services including the use of an application for local governments and the provision of sleep seminars for parents. Demonstration tests of the effectiveness of sleep improvement for families with infants and toddlers will begin sequentially in five municipalities: Kashiwabara City (Osaka Prefecture), Namegata City (Ibaraki Prefecture), Otsuki City (Yamanashi Prefecture), Gyoda City (Saitama Prefecture), and Morioka City (Iwate Prefecture).&nbsp;&nbsp;Check out the <a href="https://www.lullabysleepbaby.com/">Lullaby website</a> and <a href="https://www.instagram.com/lullabysleepbaby/">Instagram</a> for the latest information and updates! &nbsp;&nbsp;*1 <a href="http://childsleep.org/guideline/wp-content/uploads/%E6%9C%AA%E5%B0%B1%E5%AD%A6%E5%85%90%E3%81%AE%E7%9D%A1%E7%9C%A0%E6%8C%87%E9%87%9D.pdf">Health, Labour and Welfare Science Research Grants: Research Group on Sleep and Use of Information and Communication Devices by Preschool Children</a> (ed.). Sleep guidelines for preschool children. Ehime: Sleep Medical Center, Ehime University Hospital, 2018.*2 <a href="https://www.statista.com/statistics/521957/time-spent-sleeping-countries/">Average minutes per day spent sleeping in OECD countries plus China, India and South Africa by gender</a>, as of 2016*3 <a href="https://pubmed.ncbi.nlm.nih.gov/17068979/">Behavioral treatment of bedtime problems and night wakings in infants and young children</a>.*4 <a href="https://www.kuhs.ac.jp/shi/news/details_01448.html">Drastically increased postpartum depression during the COVID-19 pandemic and its association with social restrictions.</a>

<a href="https://goril.jp/">GORIL</a> is a digital product that teaches native Japanese speakers proper pronunciation and articulation of the English language through visualization and providing real-time feedback.They recently launched a new web application, <a href="https://demo.goril.jp/">GORIL48</a>, which visualizes the user’s sounds when they speak out loud. An illustrated animation shows its mouth and tongue moving along with the sound, showing the user how to articulate the correct English pronunciation based on the correct mouth movements. But how did Satoshi Yoshida, founder of GORIL, come up with this idea? Read on to hear Satoshi describe how GORIL came to be, from idea to research and ultimately, product launch.&nbsp;<figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/image1_8b8b316cf1.jpg" alt="image1.jpg"><figcaption>Satoshi Yoshida, GORIL founder: Satoshi studied abroad at a university in Wisconsin, USA., as an exchange student while in college. After graduation, he joined Mitsui &amp; Co. in the fall of 2021 and was transferred to Moon Creative Lab as an in-house entrepreneur. In April 2023, he launched the iOS app GORIL Beta, and in August 2023, the web app GORIL48.</figcaption></figure><h3>Is it “food” or “hood”?</h3>The prototype of the idea came to me around 1997. When I was in college, I studied abroad as an exchange student at a university in Wisconsin, but even after six months, my English pronunciation had not improved at all and I lacked confidence.I struggled with taking notes in class because I could not comprehend what was being said, and even when I tried my best to speak English, I was always asked, "What did you just say?” I was always in a constant state of anxiety.My interest in the English language started long before college though. In junior high school, my life was all about baseball. I practiced endless hours without a break, aiming for the Koshien (National High School Baseball Championship), and English was the only thing I was interested in other than baseball. I had this vague idea that if I could master English, I would eventually expand my horizons.When an exchange student from Australia transferred to my school in my second year of high school, I was assigned to be his class guide. At first, he could barely speak Japanese, so I spent a year at school with him, carrying both Japanese-English and English-Japanese dictionaries. However, only having been taught English by Japanese teachers up to that point, I was honestly at a loss with understanding English.For example, I could not understand the difference between "food" and "hood" at all. I asked the exchange student to pronounce those words for me dozens of times and I repeated it so much that he told me to give it a rest, but still I couldn't understand it – and this problem came up again later in life when I studied abroad in the U.S. Not only was it difficult to properly formulate what I wanted to say in English, but I was also having problems getting him to understand what I was saying through my pronunciation in the first place!My scores on written tests did not reflect the difficulty I was experiencing with pronunciation – it was a completely different situation. And after much trial and error to figure out what to do at that point, the idea came to me of what would become the prototype for GORIL.<blockquote>"I could not understand the difference between 'food' and 'hood' at all."</blockquote><h3>Learning through imitation</h3>Six months into my U.S. study, I was still struggling with my English pronunciation. I decided at that moment that I needed to ask a classmate to teach me. The classmate I reached out to was an English as a Second Language (ESL) major and aspired to become a teacher, so the student was eager to help me.One day while practicing, I suddenly started looking at my classmates' mouths and imagining the shape of their mouths and the movement of their tongues and muscles. When I was finally told, "That was good," I became aware that the shape of my mouth and the movement of my tongue was important in my pronunciation! Suddenly, I was able to pronounce the words correctly and was given positive feedback.Overtime, I was able to imitate other sounds as well, and I was able to apply these sounds to words more and more. Eventually, people would tell me, "You have good pronunciation! Where did you learn to speak like that?" I gradually gained the confidence I was lacking and actually wanted to speak more English. This made me think that perhaps my method for pronunciation could be replicated to improve other’s English pronunciation as well. &nbsp;<h3>Still a student, not quite the teacher yet</h3>Since joining Mitsui, I’ve worked mostly in logistics. But in 2015, I was transferred to Singapore as a port operator. At the time, a colleague of mine, who was also transferred, wanted to improve his English pronunciation. I remembered my university days and tried the same pronunciation approach, this time as the teacher and he was the student.But when I told him, "Try to visualize the opening of your mouth, the position and use of your tongue, and adjust the way you produce the sound," he did not understand what I meant by "visualize." No matter how many times I tried to explain the concept, I couldn’t get it right. He told me, "If I could see the image you are talking about more clearly, I think I would be able to do it." I began to agonize over it.The port operator I was managing at the time was forming a task force to think of how to create new businesses for the next generation, and I was fortunate enough to join. We didn't really know how to come up with new ideas, and we didn't have much experience, but as the task force members worked with Moon on the ideas, we gradually became fascinated by the novelty of Moon's approach.At that time, I thought the idea of "visualizing pronunciation" could be potentially materialized at Moon. Fortunately, I got the support of the people around me, including my boss at the time, and I made my pitch in March 2021. &nbsp;<h3>Design research</h3>With Moon’s wide variety of professional resources, we were connected with Takuya Yamagishi, a design researcher who is still currently working on GORIL with us. The research we conducted at the time revealed that 3D models developed to improve pronunciation already existed in the speech therapy industry.In fact, the existing 3D model closely mimicked the movements of my classmates' mouths when I was studying in the U.S., but it was too complicated for users to understand, which really surprised me.Of course, I was very particular about the 3D model I had in mind, and some linguists who collaborated with us agreed that a three-dimensional representation would be better to visualize pronunciation, but the users' reactions were different. I think they didn't intuitively know how to imitate it.We have talked to nearly 200 people, and 100 of which we have provided workshops and lessons to. I came to believe that there needed to be a more intuitive system to understand how one's mouth opens and how the tongue is positioned to produce a certain sound. As a result, I began to think about a two-dimensional interface that would allow me to roughly understand the opening of my mouth and the position of my tongue, and my ideas evolved into the current form of the program. &nbsp;<h3>2D proves better than 3D</h3>The team decided to utilize 2D to teach pronunciation and we have even gamified the experience. We developed familiar games like pinball where users must pronounce vowel sounds in order to control the game.<figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Goril_image_2_f4a7c592d5.jpg" alt="Goril image 2.jpg"><figcaption>The pictured interface uses formant frequencies to output to two-dimensional coordinates. By objectively capturing the characteristics of the sound and showing them in the visuals, the mouth movements are expressed in a way that is easy to imitate.</figcaption></figure>This simplification was easy to understand because the way people understand different sounds may differ from person to person. Even when people say that they understand and can pronounce a sound, some might be able to imitate it naturally and immediately, while others might not. Even when it comes to listening, there are some people who can separate listening into many elements and others who cannot.When you practice English pronunciation with GORIL, you are turning pronunciation into a simple exercise of moving your mouth into a certain shape, and once you learn it, it’s hard to forget – much like riding a bicycle.The 100+ people who have tried GORIL so far have confirmed its effectiveness, and I am now convinced that anyone can understand it and create a new muscle memory related to English pronunciation, as long as it is visualized in this way.In my 2021 pitch, my Singaporean English, or “Singlish,” was in full swing because I had been in Singapore for a long time. Some of the Moon Committee members I was pitching to commented, "Satoshi's English is special, isn't it!” But, as I’ve learned from my own experience, English has many different pronunciations to begin with.GORIL will start with American English, but in the future, we would like to include British English, Australian English, Singaporean English, and many others. Though we have already visualized a portion of the Japanese language, we believe that there is ample potential for visualization of languages other than Japanese and English. &nbsp;&nbsp;&nbsp;GORIL released the iOS app (beta version) GORIL in April 2023 and its web app <a href="https://demo.goril.jp/">GORIL48</a> in August. GORIL has been actively communicating their work in English pronunciation by holding events, appearing on radio programs, and starting their own podcast, "GORIL Pronunciation Club" (available on <a href="https://open.spotify.com/show/08ldUbbRAc2fxR9sSZlKUP">Spotify</a>, <a href="https://podcasts.apple.com/us/podcast/goril-%E7%99%BA%E9%9F%B3%E9%83%A8/id1689364810">Apple Podcasts</a>, and <a href="https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy9lMDUzMTM0MC9wb2RjYXN0L3Jzcw?hl=ja">Google Podcasts</a>).In the future, GORIL intends to develop an English-learning support tool that allows parents and children to learn pronunciation together, and to visualize not only words but also sentences. They are also looking at applying this technology for learning languages around the world. For the latest information, please visit <a href="https://goril.jp/">GORIL's official website</a> and <a href="https://twitter.com/Goril_English">Twitter</a>.&nbsp;Check back here frequently as we will be sharing more stories and updates about GORIL.

On June 30, 2023, Yukari Tago, founder of <a href="https://www.lullabysleepbaby.com/">Lullaby</a>, a personalized sleep training service and platform for parents and their newborns, and Dr. Mariko Morita, the platform's supervising physician, spoke at an event held by the Work-X Office, an organization dedicated to improving the office environment at Mitsui &amp; Co. More than 40 Mitsui employees from different departments gathered for the event and participated in roundtable discussions.Yukari and Dr. Morita discussed Lullaby’s success and shared personal stories and challenges experienced when balancing childcare, work, and homelife. They answered questions and offered several tips and solutions for common problems that parents face.Key Learnings<ul><li>Sleep training significantly improves sleep for infants and parents</li><li>Tips on balancing childcare, work, and homelife</li></ul><hr><h3><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/image2_615f8a855f.jpg" alt="image2.jpg"> The Effectiveness of Sleep Training</h3>Yukari Tago: What I am most proud of is Lullaby's performance of a 99% improvement rate in children’s overall sleep. Our app has a feature that allows users to rate the service, and of the 2,300+ paid napping consultations we provide, 99% of those who have used the service have rated it as good: meaning they have found it to be very successful! Users have shared their success stories and we are very proud of the results.&nbsp; &nbsp;Dr. Morita: The problems related to proper bedtime routines are big and are the number one concern for parents in Japan. Those who are troubled feel very strongly about it because they cannot get proper sleep with a newborn. On the other hand, what about children's sleep in Japan? Comparing the total sleep time of children aged 0-3 years old in 17 major countries, Japan ranks last. Data from the Organization for Economic Cooperation and Development (OECD) shows that Japan also ranks last among the 38 OECD member countries in terms of sleep for adult males and females. I feel this is a good indicator showcasing Japan's low awareness of sleep. Marital discord, divorce, postpartum distress, and postpartum depression are some of the effects people face due to their lack of sleep and frustration with their children’s sleeping habits. In Japan, there is currently no common methodology on how to improve a child’s consistent nighttime crying.The reason I am confident in the 99% improvement rate is because I have evidence. In a survey that analyzed 52 articles on sleep training, 94% of the articles concluded that sleep training was effective in improving nighttime crying, and the results showed that on average, it improved nighttime crying in more than 80% of children. Although the results are solid evidence that sleep training does in fact improve sleep, it is still not widely used in Japan. Even if you go to medical institutions or midwifery centers, they do not provide guidance or proper sleep training techniques. I think that is a problem.Factors that affect sleep deprivation in adults include the fact that children do not sleep, but also the fact that they will wait for their entire family to return home and eat dinner together instead of utilizing that time for rest. However, the impact of sleep problems on children during infancy, the most difficult time of child-rearing, is still quite significant.It often takes on average 1-2 hours to put a child fully to sleep. Children often wake up every 1-2 hours to feed throughout the night or wake up between 4:00 to 5:00 a.m. Parents often find themselves stressed with these new circumstances and often experience difficulties to increase their own sleep time.Studies have shown that the rate of postpartum depression, estimated to be around 10%, has increased to 25% since the coronavirus pandemic. The lack of sleep has had a significant impact on mental health and it’s no surprise that if people can't sleep, they will be irritable and their mental health will suffer.I want Lullaby to improve nighttime sleep deprivation and help create a society where people are not limited in their choices when it comes to parenting.<h3> Dr. Morita on Weaning, Napping, and Work-Life Balance</h3>Dr. Morita: In the preliminary questionnaire for the Q&amp;A during the event, many participants were concerned about their own sleep, including naps and power naps. We also had many questions about children's sleep and balancing home and work.To answer how I do it myself, first of all, I use Lullaby to put my own children to sleep. This is the punchline – haha!However, I think that putting children to bed and getting a good night's sleep is very important for balancing work and family life. What to do if a child is obsessed with breastfeeding?We received a question from a person who has a 2 1/2-year-old and said that her child is attached to breastfeeding. Regarding this, I think it is possible to stop breastfeeding at night. If you want to sleep at night, there is no problem to breastfeed only during the day with nocturnal weaning.However, at that age, I think the child will resist a lot. Be prepared for that, but I think they will get used to it in a week or two. It would be better to first tell the child that he or she will not drink at night, rather than stop during the day as well. How can someone take an effective nap or power nap?It is very important that naps for adults are only 20 minutes maximum. If you sleep longer than that, you will go into a deep sleep and have difficulty waking up, or you will feel foggy when you wake up. I recommend setting an alarm or having some caffeine before napping. It takes about 30 minutes after you drink it to take effect, which is said to be just right. If it is too bright for you to sleep, try using an eye mask. How do you maintain work-life balance?I recognize that work-life balance may be a matter of priorities. By far, the lowest priority is housework. I think it is important not to do the housework itself. I have three children of my own, so I hardly cook meals anymore. I outsource the preparation of meals.When I was pregnant with my third child, I physically couldn't cook anymore due to the morning sickness I was experiencing, so I asked someone to come every week and prepare a week's worth of meals for me and my family. To be honest, it doesn't last the full seven days, but on the one or two days that remain, I would cook dried fish, vegetables, rice, and so on.We also vacuum only once a week. Sorry if it seems dirty! We hire an outside cleaning service to do the cleaning once a week. This alone is a huge relief.This is a small detail, but serving food from containers is also a hassle in itself, so we put storage containers on the table and make it buffet style. The kids are happy when I tell them they can take whatever they would like. I think it's okay to make it a single-plate meal. It might be another small detail, but I tend to be very sloppy too, like not using chopstick rests.As for work, I really wanted to do both work and provide childcare, so I chose this line of work partly because I wanted to make child-rearing time useful while I was able to work.<h3> Yukari Tago on Balance and Mental Wellness</h3>How do you ensure proper sleep for your children and for yourself in the midst of balancing work and family?Yukari: Let me first give you some basic information about me. My son is 6-years-old now. My parents live in Tokyo, 15 minutes by bicycle from our home. My husband's parents live in Shizuoka [over 100 miles from Tokyo].Typically, I drop my child off at around 8:30 a.m. and pick him up at 6:30 p.m., while my working hours are from 9 a.m. to 6 p.m. I have free time at night two-and-half days a week. My husband and I take turns doing this schedule, and we both make sure to have two-and-a-half days of free time each week at night. During that time, I try to spend my free time doing the work I want to finish, meeting people, getting massages, physical therapy, saunas, etc. to refresh myself and take care of my health. By doing this, I maintain my mental health and consciously try to keep myself in a state where I can be happy. How do you maintain your mental health?Mental control is the biggest thing I have learned since I was transferred from Mitsui &amp; Co. to Moon Creative Lab and started working on Lullaby. I always feel like someone is evaluating my work, but that is why I try to maintain my mental health. Of course, there are times when things don't go well, but I think that if my mental health breaks down, my work efficiency will drop very badly.As for work, most of the people working for Lullaby are outsourced, except for me, so the content and volume of outsourcing are clearly defined, and I feel that makes it easy to work efficiently. How do you make time for yourself?I thought it might not be very helpful to know how to generate time, as there are many external factors, but I feel that Moon's flexible working style (core hours are from 10:00 a.m. to 2 p.m.) makes it very easy to work.The scale of the business is still small and I have authority to make most of the decisions. I make decisions on what to do, which I think is one of the main reasons why I can work quickly. Also, since it is a domestic business, there are no overseas business trips.Also, many mothers have a lot of spare time. In order to make the best use of our spare time as mothers, we are gradually preparing useful tools on our app all while consulting with our members. Almost all of our staff members are mothers, and since we are all sleep consultants, our children are all asleep around 9 p.m., allowing us time to catch up and discuss Lullaby. We all have a shared love for the business, so we think about it all the time, 24 hours a day, and I think that is one aspect that allows us to make a lot of decisions quickly.At home, my son is fast asleep by 9:00 p.m., which is a big advantage. Perhaps the most important thing for me is that he’s in good health because of his sleeping pattern. He has attended various preschools, kindergartens, and afterschool programs, and he has received perfect attendance awards to all of them. It may not all be due to sleep, but I still believe it is related to the fact that lack of sleep often relates to getting sick more often.You might be familiar with the book, The 100-Year Life: Living and Working in an Age of Longevity, and I feel that book is the root of my way of thinking. Life is long, so it is a question of what to prioritize now. I'm not able to save much now, but I've decided that it's one stage in the long run, and I'm outsourcing as much housework as possible, and even if I have to live in a smaller house, my first priority is to generate time for travel distance, work, and family.I can relate to Dr. Morita as I also use a make-and-prepare service and have found it to be very helpful.<hr><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/image1_7b2395e541.jpg" alt="image1.jpg">Yukari Tago, founder of Lullaby, is a mother to her son and experienced child rearing years in the United States. While raising her son, she struggled with his frequent nighttime crying and, after practicing a sleep training program she learned while in the U.S., she experienced a dramatic improvement. Using her experience in startup investment in the EdTech industry, she commercialized her idea to improve nighttime crying. She joined Moon Creative Lab from a career at Mitsui to start Lullaby.&nbsp;<img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/image3_a6318fc14a.jpg" alt="image3.jpg">Dr. Mariko Morita is a mother of three and supervising physician for Lullaby. She worked as an anesthesiologist, but started researching pediatric sleep after facing nighttime crying with her first child. She currently provides counseling as a sleep medicine doctor, trains sleep consultants, and publishes books on pediatric sleep.Lullaby’s founder and doctor share stories and challenges of balancing childcare, work, and homelife, and offer several tips and solutions for common problems that parents face.&nbsp;&nbsp;

<a href="https://www.lullabysleepbaby.com/">Lullaby</a>, a personalized sleep training service and platform for parents and their newborns, has collaborated with industry leader Pigeon Corporation launching a new service together that provides individual online consultations for breastfeeding, diet, and childcare.&nbsp;<h3>Key Learnings</h3><ul><li>Lullaby enhances their app with new consultation service</li><li>Meet the consultants&nbsp;</li><li>Research reveals mothers’ top 3 concerns&nbsp;</li><li>Hearing from the consultants</li></ul><hr><figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/image3_c4541eac51.png" alt="lullaby_pigeon_image3.png"></figure><h3>Lullaby enhances their app with new consultation service &nbsp;</h3>As Certified Pediatric Sleep Consultants1 and under the supervision of doctors, Lullaby provides the latest research on baby sleep health and information tailored to parents in Japan. In addition to its existing infant sleep training service, Lullaby has recently launched a new range of consultation services for parents, including breastfeeding, weaning, and childcare.Through a partnership with Pigeon Corporation, which focuses on creating a more baby-friendly world through its products and services, Lullaby is able to offer more consultation services than ever before. By having access to industry experts such as midwives, nutritionists, weaning/infant food advisors, childcare professionals, speech therapists, physical therapists, teachers, and many others, new parents are able to get the guidance and resources they need throughout their parenthood journey.&nbsp; &nbsp;<h4>&nbsp;</h4><h3>Meet the consultants&nbsp; &nbsp;</h3>Fujiko: nursery teacher Childcare consultation services for mothers and caregivers by a childcare professional, including advice on how to interact with and talk to children to promote their physical and mental development.Momo Mommy: nutrition Consultation on baby and toddler food, including how to prepare easy and healthy food for your child.&nbsp;Hana: midwife from Kaneko Midwifery Clinic Provides help with breastfeeding and weaning.Kaori: Montessori educator and nursery teacher Offers guidance on childcare for children up to 3 years old.&nbsp; &nbsp;<h4>&nbsp;</h4><h3 style="text-align:justify;">Research reveals mothers’ top 3 concerns &nbsp;</h3><figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/image1_851d1bee06.png" alt="image1.png"></figure>After surveying mothers of children who are 0-11 months old, the team learned that the top three concerns for new mothers are breastfeeding, sleep, and baby food.2 Though these things are all normal for new moms, concerns could be about their baby not taking to breastfeeding, not sleeping through the night, having allergies, or being introduced to new foods at the right time.Additionally, interviews with Lullaby app users3 revealed that the ideas about breastfeeding, sleep, and baby food differ from family to family and are difficult to discuss with others, thus creating a need for more individualized consultations with specialists. &nbsp;<h3>Hearing from the consultants &nbsp;</h3>To choose their consultants, Lullaby worked with Pigeon to conduct a series of monitor tests where users were able to consult with area experts. &nbsp;Consultation topic: dealing with the “terrible twos” Consultant: Fujiko, nursery teacherUser feedback: “I was able to talk with her in a very friendly atmosphere and relaxed my shoulders about how to deal with the early stages. It was helpful that she gave me ideas on how to deal with my child and ideas to ease my way of thinking. It was very easy to talk to her! I was impressed with the idea of making food a fun event. I was also impressed by what she said when I told her that my daughter sometimes doesn't eat and I worry about whether she is getting enough nutrition.”&nbsp;Consultation topic: Montessori education Consultant: Kaori, Montessori teacherUser feedback: “I hated myself for getting angry and frustrated when I was working with children, but I was relieved when [Kaori] said that it is difficult unless I know why the child is behaving the way he or she is. She told me why my child was acting the way he was, what he was interested in by age, and not only that, she told me about my son's actual behavior. Just knowing how I should treat my son in these situations and what he is interested in at this time has made me less frustrated than before, and I have learned to be calm with my son and allow him more time for his behavior. As for playing at home, there are many items that can be found at 100-yen stores, and I can quickly incorporate them into my home, so I feel that I am able to spend more time at home on holidays and rainy days, and I feel more fulfilled.”&nbsp;Consultation topic: how to play with children as they grow Consultant: Kanako, physical therapistUser feedback: “First of all, I am surprised and grateful that the process from application to individual consultation went so quickly and that I was able to discuss my concerns right away. In my case, my concern was about my child turning over. In child-rearing books, it is written only that ‘it is time for the child to be able to turn over,’ etc. I did not understand how the child's body works to turn over, and was puzzled as to why the child did not turn over very often. This time, I learned a lot by learning in detail about the causes of not turning over and the mechanism of turning over. First, she praised me for what my child was doing, and then told me what I was not doing or what I was missing, so I could easily accept her advice. Also, Kanako taught us by using her body, so it was easy to visualize what she was doing.” &nbsp;For more information about Lullaby, visit their <a href="https://www.lullabysleepbaby.com/">website</a>, <a href="https://twitter.com/lullaby_nenne">Twitter</a>, and <a href="https://www.instagram.com/lullabysleepbaby/">Instagram</a>.You can download the Lullaby app via <a href="https://apps.apple.com/jp/app/lullaby-%E4%B9%B3%E5%B9%BC%E5%85%90%E3%81%AE%E5%AF%9D%E3%81%8B%E3%81%97%E3%81%A4%E3%81%91%E3%82%B5%E3%83%9D%E3%83%BC%E3%83%88%E3%82%A2%E3%83%97%E3%83%AA/id1541996755?shortlink=c40c4a7&amp;pid=Official_site&amp;c=Official%20Site_LP&amp;is_retargeting=true&amp;af_dp=https%3A%2F%2Fapps.apple.com%2Fjp%2Fapp%2Flullaby-%25E4%25B9%25B3%25E5%25B9%25BC%25E5%2585%2590%25E3%2581%25AE%25E5%25AF%259D%25E3%2581%258B%25E3%2581%2597%25E3%2581%25A4%25E3%2581%2591%25E3%2582%25B5%25E3%2583%259D%25E3%2583%25BC%25E3%2583%2588%25E3%2582%25A2%25E3%2583%2597%25E3%2583%25AA%2Fid1541996755">iOS</a> and <a href="https://play.google.com/store/apps/details?id=com.lullabysleepbaby.app">Android</a>. &nbsp;Sources 1. Certified by the Consultant of Infant Sleep Association (CISA) 2. Pigeon research (conducted in May 2022, web-based survey, 500 mothers with first child aged 0-11 months) 3. Lullaby app user interviews (conducted from January to February 2023, interviewed about 50 people) &nbsp;

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