A woman extends an umbrella through a smartphone to cover the head of person under a raincloud.

Influencer Marketing

Expand your reach and engage with your target audience using this trending technique that blends celebrity endorsements with social media marketing.

Leading High Performing Remote Teams

How can leaders ensure that performance remains high in remote or hybrid-work environments?

Design Thinking

Learn the 5 phases of this problem-solving methodology and switch from technology-centered to user-centered thinking.


Learn what reciprocity is and how it can motivate people and boost sales.

Gantt Chart

Invented in the early 20th century, the Gantt Chart is one of the building blocks of modern project management. In this online course, you'll learn how this tool can be used effectively to monitor progress and achieve your team's goals.

Navigating Change Successfully

The working landscape is continually shifting and being disrupted, so how to employees maintain a sense of stability? Listen to CEO and president of Carl ZEISS Japan Stefan Sacre share his expertise on dealing with change in organizations and entire industries.

Halo Effect

The halo effect is often leveraged for marketing and promotion. But as a type of cognitive bias, it can also have a subconscious impact on decision-making in the workplace. Learn why and (how to overcome it) in this online course.

Anchoring and Framing

Want to increase your confidence during negotiations? Master the principles of anchoring and framing to take your negotiation skills to the next level.


Understanding ZOPA and BATNA will help you become a better negotiator, create more value, and feel more confident at the table.

Content Marketing

In this course, you’ll learn how compelling blogs, videos, podcasts, and other media can reach customers and drive sales. You’ll also learn steps for creating an effective content marketing plan, and some important ways to measure its impact and success.

Content marketing is a essential digital marketing strategy for companies looking to provide relevant and useful information to support your community and attract new customers.

Get started on your content marketing journey today.

Sustainable Innovation in Times of Disruption: Choices for a Better Society

There are opportunities for progress all around us. The key is to innovate on these opportunities sustainably.

To help identify most effective path forward, you'll need to gain a global perspective to these challenges in an open discussion. How can Japan and the world take action to create a more sustainable, innovative world? Where do you fit in?

It's time to find out.

Social Media & Digital Communications: Impact on Global Public Opinion

Social and digital media have dominated the communications industry for decades. But it's no secret that social media has the power to sway public opinion, and the way in which many companies use these platforms could be seen as manipulative.

What do companies need to be aware of when utilizing social and digital media? How can these mediums be used to better communicate strategically with the world?

Discover what top media and communications experts have to say.


Blockchain is one of the most captivating technologies out there. Learn what it is and how to make use of its opportunities in this short online course.

Mehrabian’s Rule

The 7-38-55 Rule, developed by Albert Mehrabian, suggests that effective communication relies less on the words we choose than on our tone of our voice, appearance, and body language. Learn how to put this theory to use for better communication in business.

Pareto Principle

Your time and resources are limited. Efficiency means learning to prioritize. The Pareto principle (also called the 80-20 rule) can help you identify the best way to use your time for maximum results.

Country Analysis Framework

Overseas expansion requires careful planning. The Country Analysis Framework can help you look beyond an industry-level analysis and reframe your view based on performance, strategy, and context. Try this short course to learn how it works.

SECI Model

The SECI model illustrates how knowledge is created and shared. Learn how to put it to use for best practices, and how the Japanese concept of “ba” fits in to broaden your perspective.

Johari Window Model

The Johari Window Model is a self-awareness framework that helps you better understand . . . you. Learn how its four quadrants can help you identify gaps between how you see yourself, and how others see you.

Sunk Costs

Wondering if you should continue an investment or look for something new? Sunk costs can have a powerful psychological impact on decision-making. Learn how to recognize them to ensure rational decisions.

CAGE Distance Framework

Want to expand overseas? The CAGE distance framework can help ensure you're constructing a solid global strategy in four areas: cultural, administrative, economic, and geographic. Learn how to leverage useful differences between countries, identify potential obstacles, and achieve global business success.


Groupthink refers to group pressure and the perception of consensus which together lead to ill-formed decisions—or even unnecessary risks. Learn to identify the warning signs of groupthink and apply countermeasures in this online course.

Deductive and Inductive Reasoning

Solving problems with the best results means using two types of thinking: deductive and inductive reasoning. In this online course, learn to form a broad premise, make observations, and form conclusions from different perspectives.

Critical Thinking: Hypothesis-Driven Thinking

Anyone can come up with a good idea. The real challenge is putting that idea into action. In this online course, explore how to form compelling, testable hypotheses and bring ideas to life in your own organization.

Critical Thinking: Structured Reasoning

Even a few simple techniques for logical decision making and persuasion can vastly improve your skills as a leader. Explore how critical thinking can help you evaluate complex business problems, reduce bias, and devise effective solutions.

Critical Thinking: Problem-Solving

Problem-solving is a central business skill, and yet it's the one many people struggle with most. This course will show you how to apply critical thinking techniques to common business examples, avoid misunderstandings, and get at the root of any problem.

How to Dream

Join globally renowned author and Columbia Business School professor Dr. Sheena Iyengar as she explains how to approach your dreams with a new perspective. Learn to reflect on what you long to accomplish and what stands in your way.

Logical Thinking

Logical thinking is at the heart of confident, persuasive decisions. This course will equip you with a five-point approach to more becoming a more logical thinker. Learn to classify ideas and distinguish fact from opinion.

Investing & Diversity: The Changing Faces of Venture Capitalists

Is the venture capital industry embracing diversity in investors? Watch global venture capitalists from around the world discuss the state of things and what needs to be done for a more inclusive future.

Servant Leadership

There's more to leadership than driving a team to profit. In fact, there's a word for looking beyond self-interest to prioritize individual growth: servant leadership. Try this course for a quick breakdown of what that is, how it works, and how it can lead to organizational success.

Organizational Behavior and Leadership

Ever wonder what makes a great leader? Whether your role requires leadership or not, understanding organizational behavior is useful for your career. This course from GLOBIS Unlimited can set you on your way.

Leadership vs. Management

Leadership and management are different skills, but today’s leaders must have both. Try out this course from GLOBIS Unlimited to understand the difference, as well as when and why each skill is necessary for motivation, communication, and value.

Strategy: Creating Value Inside Your Company

Have you ever wondered why certain companies are more successful than others? The answer is strategy: internal processes that control costs, allocate resources, and create value. This course from GLOBIS Unlimited can give you the tools you need for that strategic edge.

Strategy: Understanding the External Environment

To plan strategy on any level, you need to understand your company's external environment. In fact, your level of understanding can impact hiring, budgeting, marketing, or nearly any other part of the business world. Want to learn how to do all that? This course from GLOBIS Unlimited is the perfect first step!

Using Japanese Values to Thrive in Global Business

Japanese companies have unique cultural, communication, and operational challenges. But they also have values that have led to remarkable longevity. Check out this seminar to hear how these values help earn trust from overseas head offices and develop employees.

Turnaround Leadership: The Differences Between Japan and the West

What's the best way for leaders to communicate a shift in corporate strategy? How do you even know when it's time for such a change? This course explains how Japan might have one answer, Western companies another.

Conflict Management

Conflicts in the workplace are inevitable. But they can lead to positive outcomes if they’re managed well. Check out this online course for a two-step process that can help you manage conflict successfully.

Evernote Founder: How Tech Startups Can Break through in Japan

Can startup models from Hollywood and Silicon Valley succeed anywhere? Phil Libin, cofounder and CEO of startup incubator All Turtles, explains how AI can solve everyday problems to bring products to market.

Women Empowerment: Lessons from Cartier

How can women overcome gender inequality and reach their leadership goals? Cartier Japan CEO June Miyachi shares her secret in this special course from GLOBIS Unlimited.

Marketing: Reaching Your Target

Every company works hard to get its products into the hands of customers. Are you doing everything you can to compete? In this course, you’ll find a winning formula to turn a product idea into real sales. Follow along through the fundamentals of the marketing mix and see how companies successfully bring products to market.

Marketing Mix

Seeing good products into the hands of customers is no easy task. The marketing mix can help. It's a collection of strategies and tactics companies utilize to get customers to purchase their products or services, and is an essential part of the overall marketing process.

The Principles of Negotiation

With the proper skills and attitude, anyone can become a successful negotiator.  But first, you'll need to learn the basics to prepare for, assess, and respond to offers for the best results. GLOBIS Unlimited can help.

Negotiation: Creating Value

Want to create more shared value between yourself and your negotiation opponent? Discover how cognitive bias affects the judgment of others. Try this course from GLOBIS Unlimited to master the value of negotiation.

Finding Your Life Purpose with Ikigai

Ikigai can guide you in your quest for self-discovery. Listen to Japanese brain scientist Ken Mogi explain why and how.

Maslow’s Hierarchy of Needs

Want to leverage Maslow's Hierarchy of Needs as a leader? Try this short course to see how the theory can be applied in practical work scenarios.

Confirmation Bias

We all subconsciously collect information that reinforces our preconceptions. It's natural . . . but it does lead to a kind of flawed decision-making called confirmation bias. To become more objective and impartial, check out this course from GLOBIS Unlimited!

An Investor's Lesson to Entrepreneurs

Entrepreneurs have the power to transform societies for the better. But how do you attract investors to start or grow a business? Or to sell one? Check out this seminar for the answers to these and more, straight from a master venture capitalist!

Managerial Accounting

Managerial accounting is a powerful way to measure progress, identify problems, and meet your goals. Check out this course to learn how data-backed decisions can help you run your business.

Finance Basics: 1

For a healthy mix of quantitative planning, evaluation, and management, you need solid decision-making. And finance is the secret sauce! Get the essentials of finance in this two-part course from GLOBIS Unlimited.

Basic Accounting: Financial Analysis

Want to compare your performance vs. a competitor? Or evaluate a potential vendor? Then you'll need to conduct a financial analysis. This course will teach you how to use three financial statements and evaluate financial performance in terms of profitability, efficiency, soundness, growth, and overall strength.

Career Anchors

What drives you to be good at your job?

Career anchors are based on your values, desires, motivations, and abilities. They are the immovable parts of your professional self-image that guide you throughout your career journey.

Try this short GLOBIS Unlimited course to identify which of the eight career anchors is yours!

Digital Marketing Psychology to Transform Your Business

How does digital marketing really differ from traditional marketing? How is social media changing things really? And what's going on in Asia?

Pyramid Structure

Having the pyramid structure in your communication toolkit can not only help you approach a problem, but convince others that your solution is valid. Break away from linear thinking and test your logical thinking with this course from GLOBIS Unlimited!

Leadership with Passion through Kokorozashi

The key ingredient to success? Passion.

Finding your kokorozashi will unify your passions and skills to create positive change in society. This GLOBIS Unlimited course will help you develop the values and lifelong goals you need to become a strong, passion-driven leader.

AI First Companies – Implementation and Impact

AI is changing the way companies operate. How do you structure teams to increase efficiency?

Technovate in the Era of Industry 4.0

Is Industry 4.0 is the next step of human evolution human civilization? Dr. Jorge Calvo seems to think so. Join him to learn how the past can help you set goals for an exciting future of digital innovation.

Technovate Thinking

Business leaders of tomorrow need to harness the power of technology and innovation. That means understanding algorithms and how they drive business results. Discover opportunities to make technology work for your competitive edge.

Product Life Cycle

Every product takes a natural course through the market—there's a how, when, and why customers adopt products at different stages. Check out this course from GLOBIS Unlimited to find out how a product you use every day is part of this cycle.

Logic Tree

Logical thinking is the most valuable asset any business professional can have. That's why logic trees are such a valuable tool—they can help you identify a problem, break it down, and build it back up to a solution.

MECE Principle

Using the MECE principle can help ensure you categorize without gaps or overlaps. Check out this course from GLOBIS Unlimited for a practical demonstration of how it works!

Customer satisfaction begins with a firm grasp of customer needs. When Bajji Inc. CEO Noritaka Kobayashi sat down with his design team, he already had a customer need in mind: the need to get rid of stress and anxiety every once in a while.

Kobayashi isn’t a therapist, but he could plainly see the need for therapeutic services. And he wasn’t the only one. Pre-pandemic, Deloitte found that 43% of millennials reported feeling anxious all or most of the time. Shortly after the pandemic arrived, Qualtrics reported that 75% of all people already felt more socially isolated, 67% experienced more stress, and 57% felt more anxious.

This global problem demanded a globally accessible solution . . . like an app.

The result? Feelyou: the only social media network that connects people through emotions. Here are the four core design principles Kobayashi and his team used to develop it.

Step 1: Begin with design thinking.

Design thinking is a strategy that integrates user need, technological possibility, and business potential. It goes beyond business thinking because it seeks to understand the why of user needs.

During the discovery phase, Kobayashi’s team learned that loneliness often contributes to depression and anxiety. This indicated their app should help others feel better by reducing that loneliness—in other words, by connecting them with others.

Further discovery research guided other features, too: they learned that venting or journaling can relieve anxiety, that supporting others can be therapeutic, and that talking with others who have shared experiences can improve mood.

The goal of their app, then, was to connect people through emotions. The solution was a writing-based platform where users could receive encouragement and empathy.

This goal guided every decision thereafter.

The home screen of Feelyou displays statistics on top and user posts below.
Image courtesy of Feelyou

“Instagram is successful because it created international communication via photos. When you open Instagram, you see beautiful photos and understand you should be posting beautiful photos,” Kobayashi says. “I’m looking to facilitate international communication via emotions, so when a user opens Feelyou, the icon expressing the emotion comes first. Users understand they can post their honest feelings and be understood.”

Kobayashi also says that putting the emotion first in posts helps users feel comfortable being vulnerable. That, and the option to post anonymously.

Feelyou also connects people with in-app communities. These communities allow users to view posts around a single theme, from pets to music, or understand what kind of response a user might want, such as advice or support.

The Feelyou community page.
Image courtesy of Feelyou.

Last, but not least, the option to translate with the click of a button makes posts in all languages accessible to every user.

Understanding customer needs is the first step to deciding (and then designing) proper function. And once you’ve nailed function, you’re well on your way to customer satisfaction.

Step 2: Don’t overcomplicate things.  

Simplicity theory shows us that easy-to-use design increases growth, sales, and recommendations

This makes sense. If users can’t figure out the form of your app well enough to access the functionality, you basically have no app at all. So once Kobayashi’s team finished Feelyou’s core features, they focused on making those features as intuitive as possible.

The biggest challenge was deciding the core feelings users would base their posts around.

“Human emotions and feelings are very diverse, and they can be very difficult to identify,” says Kobayashi. “Seven emotions can’t express every feeling, but that’s okay. The core emotions are more like an emotional scale from bad to good.”

The seven emotions on the scale are terrible, sad, anxious, okay, calm, happy, and amazing. For the most part that scale has worked well, though some would like a little more complexity.

Feelyou feeling balloons range in color from dark purple to light red.
Image courtesy of Feelyou.

“We’ve received a lot of comments and requests for tired, angry, annoyed, exhausted, and disgusted,” says Kobayashi. “If we add an angry icon, it would probably be really red. If users open up the timeline and it’s just red, red, red, it might feel less welcoming. Right now, instead of that, we added the ‘I am angry’ community to test what happens.”

While it’s tempting to argue that the customer is always right, seven options is usually the upper limit for a reason. Eight choices or more usually leaves users with choice paralysis that causes them to abandon the choice entirely.

From there, mirroring the near-standard design of keeping buttons at the bottom of the page was a no-brainer. While the overall form of Feelyou is familiar, it channels human behavior in a new way.

Step 3: Consider user feelings at every step.

Because users are more likely to remember negative experiences than positive ones, it’s important to spend time making sure the user experience is as positive as possible. This is especially true for a social media app, which runs the risk of increasing mental distress. Knowing this, Kobayashi and his team designed Feelyou to counteract the problem.

Preventing competition between users was the first step.

“On existing social media, everyone is always worrying about their number of likes, friends, etc. This is why we never show the number of interactions users receive,” says Kobayashi.

Additionally, the “Like” feature that has become a staple on just about every social media app was reworked into an expression of empathy called a “Feelyou.” Innovating this feature away from a show of agreement prevents competition.

A Feelyou user is receiving advice about overthinking.
Image courtesy of Feelyou

Without a competitive timeline, users are incentivized to be authentic in their posts instead of performative. The focus remains on connecting to one another. Furthermore, they wanted everyone’s posts to feel equal on the main timeline. This means you have to click on a post to see if it’s been Feelyoued.

The number of comments on a post, however, is visible from the timeline.

“We want to show users’ efforts to make the world better so they can feel good about it. Like,  ‘Oh, I was honest about my feelings one hundred times in the past three months,’ or ‘I helped thirty people feel understood.’”

A profile page on the Feelyou app.
Image courtesy of Feelyou

User profiles also display “impact,” a measurement designed to portray the positive effect their interactions have had on the community. Science shows this is a good strategy. When we reach out to help someone, not only does the recipient feel good, but the helper feels good, too.

This kind of empathetic design is one of the most powerful ways to guarantee a positive experience for users.

Step 4: Show commitment to user values.

People increasingly only support companies that they feel connect with their values, so it’s vital that companies make their social impact priorities clear.

Feelyou didn’t miss a beat here, either.

As users post, Feelyou, and comment on the posts of others, their impact points grow. For every five impact points, they receive a tree icon in their “village.”

This charming feature is more than symbolic. A portion of every premium user’s monthly subscription fee is donated to partner organizations—currently, tree-planting organizations. At only three months old, this budding feature on Feelyou shows audience awareness, which will certainly bring dividends and customer loyalty moving forward.

Reap the benefits.

Based on user feedback, the Feelyou design efforts are paying off.

“I think the best part is the safe space [Feelyou] creates,” says Chasey Chipiuk, a Canadian user. “Anyone can post, and nine times out of ten they’ll get a response . . . People are very open about their problems here.”

This is obvious just from looking at the timeline. People vent about their exes, sick family members, COVID-19, and school. But the app isn’t just about sharing frustrations. Users also celebrate the happy things in life: friends, weekend plans, pets, partners, and celebrations.

More importantly, every single post is “Feelyoued” by another user who can relate. Some, particularly in the “I need advice or support community, even receive long, compassionate comments. Usually more than one.

For Kobayashi, that’s kind of the point.

“We all feel anxiety, right? And when we can’t talk to our parents, partners, etc., we need a reaction from someone who doesn’t know us. I want Feelyou to be the place to get that instant, positive social therapy.”

The app currently has a rating of 4.6 in both the Google Play and Apple App stores. Kobayashi’s projections indicate that if all goes well, they’ll have about 20 million users within the next three years. Even if the percentage of premium users is only 1%, that’s a massive amount of revenue.

As we move deeper into the era of COVID-19—and even post-COVID-19—there are sure to be more emotion-driven solutions for mental wellbeing. For them to be successful in revenue and impact, creators will need to understand customer needs and use strategic design to meet them.

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