ROI Case File No.294 | 'AgriLink's Invisible Gap'

Chapter One: Disconnected Information—The Limits of Phone and Fax

The week after GrindTech's DESC case was resolved, a consultation arrived from Nagano regarding information sharing at an agricultural produce wholesale company. Episode 294 of Volume 24 "Proof of Reproducibility" is a story of excavating not the surface of words, but the emotions and desires hidden beneath.

"Detective, we mediate between farmers and buyers. But information transmission is slow, and we're missing transaction opportunities. Farmers say 'want to sell quickly' and buyers say 'want it quickly.' Yet they don't connect."

Makoto Kimura, sales manager at AgriLink, a native of Nagano, visited 221B Baker Street unable to hide his confusion. In his hands were inquiry memos from farmers and buyers and, in stark contrast, piles of reports marked "Transaction Failed."

"We operate agricultural produce wholesale in Nagano. We connect 150 contract farmers with 420 buyer companies. But our information sharing methods are outdated, causing opportunity losses."

AgriLink's Information Transmission Crisis: - Founded: 1998 (agricultural produce wholesale) - Contract farmers: 150 - Buyer companies: 420 (restaurants, supermarkets, food processing) - Annual transaction volume: ¥2.8 billion - Information transmission means: Phone, fax, face-to-face - Monthly inquiries: 280 from farmers, 420 from buyers - Transaction failure rate: 22% (due to delayed information transmission) - Opportunity loss: Estimated ¥62 million annually

There was deep anxiety in Kimura's voice.

"The problem is information isn't 'shared in real-time.' A farmer calls saying 'Tomatoes in abundant harvest, want to ship this week.' We call around to buyers. But they don't answer. We leave voicemail. They call back the next day. By then, the farmer has already sold to another vendor."

Typical Failure Case:

Monday 10:00 AM: Farmer (Mr. Suzuki): "500kg tomatoes, want to ship this week. Perishable variety, so want to sell quickly" → AgriLink (Kimura): "Understood. I'll search for buyers."

Monday 10:00 AM-5:00 PM: Kimura: Calls 20 buyer companies → Only 3 answered, 17 went to voicemail

Tuesday Morning: Buyers who heard voicemail call back (5 companies) → Kimura: "Let me confirm if inventory still available with farmer"

Tuesday Afternoon: Farmer (Mr. Suzuki): "Sorry, I sold everything yesterday evening to another vendor"

Result: Transaction failed, opportunity lost

"Young farmers say 'want to connect more digitally.' But existing farmers are used to phones. Buyers are too busy to answer. I don't know what to do."

Chapter Two: What Lies Beyond Words—Disconnect Between Surface and Depth

"Mr. Kimura, have you conducted hearings with farmers and buyers about current information sharing?"

To my question, Kimura answered.

"Yes, many times. Farmers say 'want fast, accurate information.' Buyers say the same. But no more specific requests come out."

Current Hearing Results (Superficial): - Farmers: "Want information quickly" - Buyers: "Want to know accurate inventory" - Problem: Lacks specificity, doesn't lead to solutions

I explained the importance of visualizing emotions and desires.

"People don't verbalize their true intentions. Behind 'want it quickly' lie much deeper emotions. EMPATHY Map—what they say, what they think, what they feel, what they do. By digging into these four domains, true needs become visible."

⬜️ ChatGPT | Catalyst of Conception

"Don't trust surface words. With EMPATHY Map, peer into the depths of the heart"

🟧 Claude | Alchemist of Narrative

"Words are the tip of the iceberg. Emotions and desires submerged beneath are the true needs"

🟦 Gemini | Compass of Reason

"EMPATHY Map is empathy technology. Dig through the four layers of words, thoughts, emotions, and actions"

The three team members began analysis. Gemini deployed the "EMPATHY Map Framework" on the whiteboard.

EMPATHY Map's 4 Domains: 1. Say: Superficial statements 2. Think: Thoughts not put into words 3. Feel: Emotions, anxieties, desires 4. Do: Actual behaviors

"Mr. Kimura, let's excavate the true intentions of farmers and buyers with EMPATHY Map."

Chapter Three: Map of Emotions—Truth Told by Four Domains

Phase 1: Creating EMPATHY Map for Farmers (2 weeks)

We conducted deep interviews with 30 contract farmers.

Subject: Suzuki Farm (Tomato cultivation, 65 years old)

Say: "Want fast, accurate information" "Want proper prices"

Think: ※When we dig deeper into interviews...

"Really, I want to know 'what to grow and how much will sell' before growing" "During abundant harvest, I fear price collapse. But throwing away is even more painful" "Young generation won't continue farming. I think it's because information is slow"

Feel: ※When we ask even deeper...

"Anxiety: What if I grow but can't sell" "Urgency: Want to sell before freshness drops" "Loneliness: Market information doesn't reach me. Feeling left behind" "Resignation: When calls don't connect, I think 'forget it'"

Do: - Harvest at 6 AM - Call AgriLink at 8 AM - If no answer, call another vendor in afternoon - If still no good, take to local JA (low price)

Discovery: Farmer's True Feelings Surface: "Want information quickly" Depth: "If I knew demand before growing, I could cultivate with peace of mind. And want to sell reliably before freshness drops"

Phase 2: Creating EMPATHY Map for Buyers (2 weeks)

Interviewed 30 buyer companies.

Subject: Italian Restaurant Chain (15 stores)

Say: "Want fast, accurate inventory information" "Want stable supply of quality products"

Think: ※Digging deeper into interviews...

"Want to decide menu, but don't know what will arrive when" "Purchasing staff is one person. No time to handle phone calls" "When we need tomatoes, there's no inventory. Can't plan"

Feel: ※Even deeper...

"Urgency: Menu change deadline approaching but ingredients not decided" "Dissatisfaction: Calls come at bad timing. Can't respond during business hours" "Anxiety: Quality varies. Don't know until arrival" "Wish: Want to check inventory on smartphone during free time"

Do: - 10 AM: Preparation work (can't answer phone) - 12-2 PM: Lunch peak (can't answer phone) - 6-9 PM: Dinner peak (can't answer phone) - Free time (3-5 PM): Check voicemail, call back - If still no good, purchase at supermarket (expensive)

Discovery: Buyer's True Feelings Surface: "Want information quickly" Depth: "Want to check inventory on smartphone outside business hours (night/early morning) and order. Would feel secure if quality known in advance"

Phase 3: "Gap" Visible from EMPATHY Map

When placing the two maps side by side, there was a surprising discovery.

"Mismatch" Between Farmers and Buyers:

True Problem: Not "information is slow" but "time axes of farmers and buyers are misaligned"

Chapter Four: Solutions Born from Empathy—Birth of New Mechanism

Phase 4: New Service Design Based on EMPATHY Map (1 month)

Based on deep needs, we designed a new information sharing mechanism.

New Service: "AgriLink Direct"

Function 1: 24-Hour Inventory Board - Farmers: Register harvest schedule on smartphone (with photos) - Buyers: Browse and order anytime 24/7 - Solution: Eliminates time misalignment

Function 2: Demand Forecast Sharing - Buyers: Pre-register "need 200kg tomatoes next month" - Farmers: View demand and plan cultivation - Solution: Reduces farmers' anxiety of "knowing demand before growing"

Function 3: Quality Visualization - Farmers: Post sugar content, size, origin with photos and data - Buyers: Confirm quality in advance - Solution: Eliminates anxiety of "don't know until arrival"

Function 4: Direct Messaging - Farmers and buyers can communicate directly - AgriLink focuses on mediation and support - Solution: Reduces phone relay time

Phase 5: Pilot Operation (3 months)

Trial operation with 10 farmers and 30 buyer companies.

Results After 3 Months:

Transaction Success Rate: - Previous: 78% (22% failed) - New system: 94% (only 6% failed)

Farmer's Voice (Mr. Suzuki, 65): "At first I was anxious about smartphones. But my grandchild taught me and I could register. What surprised me was an order for '300kg tomatoes next month' came in this month. I can grow with peace of mind.

When I upload photos at night, orders come in from buyers by next morning. The anxiety of calls not connecting is gone."

Buyer's Voice (Italian Chain Purchasing Staff): "At 11 PM, after prep work ends, I can check inventory on smartphone. I can see tomato sugar content and size in photos, making menu decisions easy.

Sales calls from AgriLink decreased, which actually helped. When I need something, I can search myself."

Full Rollout After 12 Months:

Business Metrics: - Annual transaction volume: ¥2.8 billion → ¥3.8 billion (+36%) - Transaction failure rate: 22% → 4% (82% reduction) - Opportunity loss: ¥62 million annually → ¥9 million - New contracts: Farmers +32, buyers +128

Farmer Changes: - Smartphone usage rate: 15% → 78% (training sessions held) - Cultivation planning accuracy improved: 32% waste reduction through "demand forecast" function - Young farmer entry: +8 new farmers "because information is transparent"

Buyer Changes: - Inquiry response time: 120 hours monthly → 18 hours (85% reduction) - Procurement stability: "Have what we want when we want it" satisfaction 4.8/5 - Menu planning: Can plan 2 weeks ahead knowing ingredients in advance

Chapter Five: Detective's Diagnosis—Empathy Creates Innovation

That night, I reflected on the essence of EMPATHY Map.

People hide their true feelings. Behind the words "want information quickly" was the farmer's earnest wish to "cultivate with peace of mind." Behind the words "want to know accurate inventory" was the buyer's reality of "want to check outside business hours."

EMPATHY Map excavates those hidden emotions. And creates solutions that meet true needs.

"Don't listen to words. Listen to hearts. Only empathy creates innovation."

The next case will also depict the moment when EMPATHY Map bridges invisible gaps.

"Words are surface. Dig into emotions and desires submerged beneath. EMPATHY Map illuminates true needs"—From the detective's notebook

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