The activities of doorknob.design consist of two approaches: ‘value visualisation’ and ‘changing the way we look at things’. Value visualisation translates ambiguous and difficult-to-understand concepts, such as thoughts, concepts and existing values that have not yet been manifested, into visible forms, creating a ‘target’ that can be understood by anyone. This intuitively promotes understanding and information sharing, and fosters empathy with the ‘value (product, resource, brand)’. The aim is to develop methods and implement demonstration programmes to create new and innovative value. For example, we develop visual tools that facilitate the ‘discovery’ of ideas and enable the mining of buried resources that cannot be found with existing marketing tools.