Why did Dr. Ouchi start developing PBCF?

Dr. Ouchi loved inventing and thinking about new technologies from a young age.
When designing a new ship, he always tried to incorporate innovative ideas. But he was probably not satisfied with just doing the work given to him by the company. I think he had a strong desire to create something new and send it out to the world.

Why did he continue development despite the opposition from those around him?

He had an unwavering belief that "PBCF will definitely succeed." That's why he never gave up, no matter how much criticism he received. Also, his enthusiasm had a mysterious power to attract people.
Certainly, there were times when I found him noisy (laughs). But he was really good at getting people involved. People always gathered around him, and a cooperative system was naturally formed. You can't do anything alone. He had both enthusiasm and the ability to involve people.

How did you raise the development funds?

Not all of it was funded by Mitsui O.S.K. Lines.
Many people appeared who said, "This is interesting! Dr. Ouchi's enthusiasm is amazing. Please let us work with you!" People from various fields, such as research institutes in Sasebo and propeller manufacturers, believed that "This will succeed" and "If we work with Dr. Ouchi, we can definitely do something interesting" and contributed funds. I think they were attracted by Dr. Ouchi's personality and the potential of PBCF.

What is the secret to teamwork?

It started when the engineers from Mikado Propeller and West Japan Fluid Engineering Laboratory Co., Ltd. hit it off with Dr. Ouchi and formed a team.
Design, experiments, manufacturing, sales... experts in each field cooperated to complete PBCF. This teamwork is the secret to the success of PBCF development. Surprisingly, this team is still active and continues to support the evolution of PBCF.

Background of the PBCF Sales Strategy -to become the best-selling ESD

What are the reasons for the global popularity of PBCF?

Improving fuel efficiency directly leads to reducing CO2 emissions. Energy saving becomes the most important issue for shipping companies when fuel costs soar. During the oil crisis, fuel costs rose sharply, and the development of energy-saving technologies became urgent. PBCF was a product that met the needs of the times.
As a result, it can be said that Dr. Ouchi's foresight led to the success of PBCF. Environmental issues are important themes that transcend generations. "Energy-saving technology will never fade away." As he said, PBCF has been adopted by ships all over the world.

How was PBCF pricing decided?

"It's simple and low-priced, so it should sell well." That's what he seemed to be thinking. It seems that the specific pricing was left to the next generation. By setting a price that could recover the investment cost within one year, PBCF was accepted by many shipping companies.

What was the sales strategy?

At the beginning of development, there were no dedicated sales representatives to sell PBCF. "We made a good product, so it will sell on its own." That's what they thought. However, that would slow down the speed of market penetration.
Then, Mr. Yokoo^* from MOL Techno-Trade, a passionate salesman, appeared. He sold PBCF to rival companies such as Nippon Yusen and Kawasaki Kisen. "The fact that a rival company of Mitsui O.S.K. Lines has adopted it means that its effectiveness is guaranteed." By making them think so, he increased customers' purchasing motivation. This strategy was a great success.
*Mr. Masatoshi Yokoo: Ex Senior Managing Director of MOL Techno-Trade.

PBCF for All vessels worldwide

Was Mr. Yokoo's contribution significant?

Of course. Without him, PBCF might have only spread to about 30 ships per year. Mr. Yokoo persuaded customers with his skillful rhetoric. "Everyone is using it. If you don't use it, you will be left behind." He probably captured the hearts of customers with such words.
Dr. Ouchi developed a wonderful product, but he didn't know how to spread it to the world. Mr. Yokoo filled that gap and played a leading role in spreading PBCF to the world. The combination of their abilities led to the success of PBCF today.

What is your future outlook?

I hope that the day will come when all ships are equipped with PBCF. To achieve this, what kind of information should we disseminate? Being certified by Guinness World Records is a great selling point, but a strategy that aims for word-of-mouth effects, such as "If he's using PBCF, I'll use it too," might also be effective.

Once again, what kind of person is Dr. Ouchi?

He was really good at attracting people. He devoted himself to the development of PBCF without being discouraged by any difficulties. Like a singer or a magician, he never gave up even when criticized. He was truly a "craftsman" with an indomitable spirit.

Finally, please give a message to the readers.

These kinds of development stories are interesting, aren't they? I want young people to learn from the success story of PBCF development the importance of sticking to their beliefs, the power of teamwork, and the charm of getting people involved.