Still, Dentsu’s “Oni Jusoku” should be thrown in the trash[Book Online Editorial Department Selection]| Destruction-Survival Strategy to Survive the New and Old Collision Era | Diamond Online

Dentsu is a large company that is still popular as a place to work. At the end of 2016, a new employee committed suicide due to overwork, and was criticized for it. However, it is not because the “Oni ten rules” are old-fashioned values. It’s a problem because it’s a how-to that fulfills the desire for self-actualization. This difference is the key to surviving the reorganization of the new era.Mr. Maki Hamura, Strategy Manager who has been responsible for “invasion of Japan” at Google, Softbank, Twitter, and LINE“Destruction–A Survival Strategy to Survive in the Era of Clash of Old and New”From, a part of the contents will be specially released. Recommended by Yoichi Ochiai! (First appearance: June 19, 2018)

“How we win” leads to the path of losers

Similar to general trading companies, there are advertising companies among companies that are gaining popularity as places of employment for students. Among them, Dentsu, the number one company in the industry, has been a regular in the rankings as well as general trading companies since it became the top 10 most popular companies from the late 1960s to the 1970s.

Dentsu was also prosecuted for violating the Labor Standards Act after a new employee committed suicide at the end of 2016, and was found guilty in October 2017. In the process, in addition to the long working hours that had become the norm, the company’s constitution was also criticized.

The “Oni Jusoku” was cited as a symbol of this corporate culture. The “Oni Tensoku” is a code of conduct for Dentsu employees created in 1951 by Hideo Yoshida, the fourth president of Dentsu, who is also known as Dentsu’s “founder of revitalization”. was also mentioned in(※note).

※note: On December 9, 2016, Dentsu announced that it would stop posting the “Oni Ten Rules”, which have been regarded as a code of conduct for employees, in the employee notebook from fiscal 2017 (“Dentsu, more than 50% of paid holidays Farewell to “Oni Tensoku” as a goal,” Nihon Keizai Shimbun December 2016, 12).

Dentsu “Devil Ten Rules”

As Dentsu employees, I preached that they should create their own work, not be given to them, and that they should be dragged around by others. There was also an item with radical expressions such as “Until…”, and was criticized for being an anachronism and leading to a corporate culture that favors overwork.

Of course, there are many arguments to support this. For example, “This expression is just radical in the present age, what we are advocating here is a universal sense of values, an important maxim for “winning” in business, and an excellent It is an ideology.”

I am not here to comment on the pros and cons of each word written in the Oni Jusoku. However, at least there is no glorification of long working hours or disrespect for private life. As those who defend it point out, it feels like a universal content as an attitude for winning in business.

However, I still think that “Oni Jyusoku” should be thrown in the trash.