✨Stars — Indicate the difficulty level of the book content.
★☆☆ 1 Star: Easy to read and understand.
★★☆ 2 Stars: Moderate difficulty with some specialized terms.
★★★ 3 Stars: Advanced content with complex ideas and terminology.
About the Book
■Title: Imitate Smart People (頭のいい奴のマネをしろ)
■Author: Den Fujita (藤田田)
■Publisher: BestSellers (ベストセラーズ)
Den Fujita, founder of McDonald’s Japan, is a businessman known for his sharp insight into consumer psychology and his ability to open new markets. In this book, he stresses that if you truly want to earn money and build wealth, you should start by imitating smart people.
Those who think slowly will inevitably suffer losses. A person with poor thinking skills is like an engine that has run out of oil—no matter what they do, it is hard to make a profit. That is why Fujita advises: if you want to make money, begin by adopting the thoughts and actions of smart people.
Summary
This book presents the mindset and practical business strategies of Den Fujita, the founder of McDonald’s Japan, across seven chapters. He emphasizes that wisdom is more important than knowledge and that the key to success lies in reading the flow of change and responding quickly with “jet thinking.” To win in a capitalist society, he says, one must keep their mind sharp, target money-generating opportunities with precision, and put bold ideas and instincts into action.
Fujita analyzes the development of Japan’s transportation system and the nation’s “rice ball culture” to explain how people, in their busy daily lives, increasingly demanded faster meals. This marked the arrival of the speed era, and he became convinced that hamburgers were a necessary addition to Japan’s food culture. He believed the key to success was not merely importing Western food, but strategically adapting it to the rhythms and habits of Japanese life.
Finally, he stresses that in business, seizing opportunities and acting decisively—like sounding a battle trumpet—is what ensures long-term victory and sustained wealth. This book is not just a theoretical work, but a practical business textbook born from the keen judgments and decisive actions of an entrepreneur who transformed Japan’s food service industry.
Notable Quotes
■”スマイル”こそ金儲けの原理原則だ。健全なる肉体に健全なる精神が宿るように、笑顔の店には金が宿る。
“Smile” is the fundamental principle of making money. Just as a sound mind resides in a sound body, money resides in a store with a smile.
■長い目で見た場合は、商品を輸入することより外国の”文化”を輸入することを考えたほうが儲かる。ところが、文化を輸入すれば、その文化が日本へ根をおろしたとき、儲けは無限に広がっていく。
In the long run, it’s more profitable to import a foreign “culture” than just products. Once that culture takes root in Japan, the potential for profit expands infinitely.
■商売の場合も、相手が人間だと思うから儲からない。相手は動物であると思わなければならないのだ。そして、人間の根本的な欲望に訴えて商売をすべきである。
In business, you fail to make money because you think of your customers as “people.” You must see them as “animals.” Business should appeal to the fundamental desires of human nature.
My Thoughts
“Smile” is the fundamental principle of making money. Just as a sound mind resides in a sound body, money resides in a store with a smile. In business, smiles and kindness go beyond simple service—they are a key driver that captures customers’ hearts and generates profit. Customers value not only the product itself but also the emotions and experiences they have during the purchase process. A store that leaves a positive impression naturally attracts repeat visits, which inevitably lead to increased sales.
The statement “Importing culture from abroad brings greater long-term profit than importing goods” contains a value far beyond simply selling foreign products. A strategy that plants new culture into consumers’ lifestyles and values, once rooted, builds a loyal customer base over time and generates recurring revenue. This is a powerful way to establish sustainable competitive advantage in the market.
As the saying goes, “Know your enemy and know yourself, and you will win a hundred battles.” To win, you must first understand your opponent deeply. The same applies to making money—you must accurately understand the nature of money and consumer psychology, and develop strategies that align with them. Especially in today’s rapidly changing world, preparing for tomorrow with yesterday’s ideas and methods is a dangerous way of thinking. Flexibility, insight, and the ability to act are essential to keep pace with changes in the market and consumer behavior.
Ultimately, if you want to sell and make money, you must precisely identify consumers’ fundamental desires and build your business in a way that satisfies them. The starting point lies in smiles and kindness, a deep understanding of culture, and insight into human nature. When these elements come together, a business can achieve not just short-term results but also sustained growth and long-term success.
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