Once I was interested in Sudoku. I remember that I was quiet surprised that Sudoku is basically invented by Swiss mathematician and it was firstly published in American magazine. Who can imagine the name “Sudoku” is not a Japanese one. I was very interested in this and I found more information about how Japanese develop this mathematical game and take it as their own style.
This Sudoku game is started from small publish company in Tokyo. What the 
owner of the public company knew was the power of ‘Otaku’. So you know, ‘Otaku’ is group of people who crazy about something. They could be enthusiastic video game, idol group, camera etc. But the perception I have about Otaku is that they aggressively carry their point and eager to demonstrate their interest on the goods. This makes people overestimate the perceived awareness and demand of the goods. Finally, it 
forms “Network Effect (Harvey Leibenstein)”.
Besides, Otaku even participates in product developing process. So public company owner could facilitate Otaku’s creative and aggressive manpower for free. A month, thousands of Sudoku quizzes which created by Otaku are being sent to the companies and piled up. The owner hired some of best Sudoku quiz creators to work for his companies paying relative low salary in comparison with their passion and effort to create Sudoku. Now public company is making a millions if US dollar a year.
I learned that the business is becoming mutual relationship with customers. From now on, not only producing interesting goods, but also forming a great relationship with customers would be significantly important.
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