Sato studies innovation at a business school and she consulted two business owners about how to solve current management problems by creating new customer services. As it happens, both of them had nail businesses. Still a student, she wondered if the business owners would accept her opinion because it came from what she had learned at school. She decided to try the methods of thinking about innovation and design that she had learned in class. She closely observed the behaviors of customers and students at those businesses and built hypotheses. She proposed the ideas for the solution to the business owners, nail salon managers and staff. As a result, they became interested in some of her ideas and decided to use them.