The mission of Casio's product development is to create something where there was nothing before - what Casio calls going from "0" to "1." By creating totally original products, Casio adds fun and convenience to daily life and pioneers new cultural trends. "Demand-creating" products, which create markets of their own, produce economic and technological ripple effects which contribute to the greater good. To go from "0" to "1" requires two things: superb product planning driven by accurate assessments of people's needs, and superior technologies to make products that meet those needs. These are the strategic advantages of Casio's product development.