This episode explores innovative marketing strategies aimed at "un-customers" or those who may become customers in the future.

It examines two case studies: 1) Asahi Beer's temporary non-alcoholic standing bar, designed to appeal to individuals who do not typically consume alcohol by offering a healthy beverage experience, and 2) Open House Group's "Kon-ie Musubi" matching service, which connects prospective couples based on shared housing preferences, targeting future home buyers before their purchase needs become immediate.

The discussion highlights how both companies are using unique, experience-based approaches to reach new demographics and build long-term relationships, emphasizing the importance of understanding customer needs and situations to create effective value propositions and differentiate from competitors. These examples provide marketing insights into acquiring new customers and strengthening brand perception through innovative business development and communication methods.