Within SHIFT, the DAAE strategy unit is dedicated to developing various in-house products with the goal of “creating services that sell”.
In SHIFT, where client support projects are the main focus, this department stands out due to its identity as a business entity.
As its name suggests, derived from Design, Agility, Assembly, and Economic Quality, the unit functions as a specialized team that swiftly drives business creation.
It is home to a diverse group of professionals, including project managers (PMs), product managers (PdMs), sales personnel, engineers, and designers.
In this special feature, we take a closer look at the development journey within the DAAE strategy unit and explore the roles of engineers, designers, and business professionals.
The Concept of DAAE
Ōkura took on the role of General Manager in the DAAE Division after joining SHIFT in 2022, following a career at a foreign-affiliated consulting firm.
He is well-versed in a wide range of industries—including manufacturing, retail, human resources, and pharmaceuticals—and is a seasoned professional with hands-on experience in launching new businesses and building organizations using digital technology.
With a bright smile, he exclaims, “Right now, I truly feel alive!”
We sat down with him to dig deeper into what exactly DAAE is all about.
Streamlining Internal Operations with Generative AI
As the wave of generative AI continues to impact every aspect of business and daily life, SHIFT is also seeing a surge in initiatives related to this transformative technology.
In this feature, we highlight an R&D-style initiative where two team members are leveraging generative AI to address internal requests and challenges.
We spoke with them about the specific efforts they’re working on, the difficulties and rewards of working with cutting-edge technology, and what excites them about it.
Engineers of the DAAE Department
“In the DAAE Department, engineers can dive deep into pure technology or branch out into business and design—there are so many ways to go beyond the boundaries.
That’s the real thrill of being an engineer here.”
What mindset do DAAE engineers bring to their work, and what specific engineering initiatives are they driving forward?
Business Roles in the DAAE Department
“If your business idea only targets a TAM of 100 million or even 1 billion yen, people will ask, ‘Is that really worth doing at SHIFT?’ We need to be thinking in markets worth at least one trillion yen.”
That’s right—the goal is to create trillion-yen-level businesses. To achieve that, business professionals in the DAAE Department are expected to think from a CEO’s perspective every day.
So what exactly are they thinking about, and what kind of actions are they taking?
