*This article is composed of selected excerpts from actual assets used by HYDRAFT® in the course of client consultations.‍

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To those who have long held a vague curiosity about concepts like essence, philosophy, sensibility, identity, and authenticity —those unseen yet ever-present ideas— I hope this article offers a small yet meaningful clue. Because these topics resist easy logic and definition, this has been one of the most time- and energy-consuming pieces I've ever written. Though it may feel heavy or unfamiliar, I invite you to read it slowly, perhaps with a cup of coffee.

[On the Invisible]
Words like “sensibility,” “philosophy,” and “identity” are often used — sometimes carelessly — when defining a brand. In this article, I will refer to these invisible elements collectively as “Substance.” In the realm of philosophy, substance is a metaphysical concept — not merely something intangible to our five senses, but a higher reality that transcends the material world.

Since ancient times, humans have intuitively sensed that forces beyond what the eyes can see shape our world. This intuitive awareness transcends time, culture, and field. However, because such concepts defy strict definition and logical explanation (despite logic itself being a tool for describing the absence of empirical facts), they have been studied as a distinct branch of philosophy: metaphysics.

Metaphysics is not the study of ideal forms or utopian concepts. Rather, it is the discipline that seeks to understand what exists beyond the material. Aristotle is often considered one of the foundational thinkers in this field.

Today, metaphysics remains at the heart of human contemplation. Artists, scholars, CEOs, and visionaries all eventually arrive at the same destination: essence. The intention behind a work of art, the philosophy imbued in a product or company, the emotional texture a brand seeks to convey—all are invisible, yet undeniably real. Sadly, some dismiss these intangible elements as little more than 'emotional marketing' or 'aesthetic preference'. But in truth, it is these unseen elements that define and sustain a brand’s foundation.

[When the Invisible Is Overlooked]
The real problem arises when people who have never sensed this essence become involved in decision-making processes. Because they cannot perceive its importance or connect it to immediate sales, they tend to disregard or devalue it entirely. But here lies the contradiction: one cannot judge or reject what one has never truly experienced. This gap in perception becomes a source of conflict within businesses—between those who intuitively recognize the importance of essence and those who do not.

[On “Absence” and “Presence”]
This is not simply a difference in opinion; it is a difference in sensory experience. To explore this more deeply, let us borrow an idea from Henri Bergson:

“The idea of absence includes far more than the idea of presence.” — Henri Bergson, Creative Evolution
1. When we think something is “absent,” we first have to imagine it being “present” and then negate it.
2. Therefore, the concept of “absence” is built upon the concept of “presence,” layered with negation.

In essence, the idea of “not being” is not pure emptiness—it is a conceptual framework that requires a prior understanding or experience of “being.” Only those who have perceived or sensed the presence of essence can truly recognize its absence. Applied to business, this means: Only those who have experienced a brand’s essence can identify when it is missing. Those who have never felt it won't even recognize the problem in the first place.

[So, How Do We Perceive Essence]
Can we explain essence to someone who has never sensed it? Not easily. But there is a way. It begins with approaching a subject and its surrounding environment with empathy and open-mindedness. Designer and entrepreneur Cho Soo-yong, in The Sensibility of Work, defines this as “the willingness to try to like something.”

A practical approach is to find a brand or object that genuinely attracts you. Ask yourself why you feel drawn to it. As you begin to uncover the reasons—often deeper than surface-level aesthetics or advertising—you will naturally engage with it more deeply. These subtle, often wordless sensations are the beginning of a bond, and that bond is the gateway to understanding essence. Without empathy and willingness to engage, you cannot reach the essence of any object. The same is true for your own brand or company—if you don’t love it, you cannot reach its essence either.

“Success does not lie only in victory, but sometimes in the will to win.” — Friedrich Nietzsche, Menschliches, Allzumenschliches

To see what is invisible, we must first be willing to look for it. This is the starting point for building great brands. A successful business is not merely one that refines what is visible — it is one that structures and expresses what is invisible with precision and intention. Branding is not just a market strategy; it is the embodiment of philosophy and the manifestation of attitude. To discover and define essence is to breathe life into a brand and to establish the core principles that guide design, marketing, and operations.

[Innovation from the Perspective of “Absence” and “Presence”]
To conclude, let us reinterpret the late Professor Clayton Christensen’s theory of Disruptive Innovation through the lens of “absence” and “presence.” If Sustaining Innovation is about responding to demand that already exists in the market, then Disruptive Innovation can be seen as the creation of demand that previously did not exist.‍

Sustaining Innovation: Enhancing or improving demand that already exists in the market
Disruptive Innovation: Sensing and creating demand that does not yet exist—specifically, uncovering a substancethat ought to have been present but has not yet been recognized

In other words, it is about sensing some kind of absence—something that even the market, consumers, or internal members have not yet identified—and bringing it to the level of reality. This absence does not merely refer to a functional deficiency; rather, it points to a kind of essential substance that should have inherently existed within a particular context but remains missing. Therefore, the ability to intuitively perceive the “absence or presence of essence,” and to lead that essence to be projected into the target, will be a critical capability for business success.

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