Development of new fishing tackle of course entails technological development. At Shimano we have been committed to technological improvement in order to enhance basic performances and introduce innovative functions. We have found, however, that this approach is not sufficient. Instead of regarding fishing tackle as a mere tool to catch fish, we have begun to regard it as a tool to enjoy fishing. This new conception has led us to a higher stage of development, enabling us to create products that appeal to anglers’ sensitivity. In quest of a perfect visual image, grip feeling, and user comfort, we are now developing exciting equipment that truly enhances the enjoyment of fishing. In developing fishing tackle, Shimano deals with not just technologies, but also anglers’ sensitivity, and even their subconscious expectations.