The Japan Management Association (JMA) has both reached its 70th anniversary and begun a new start as a general incorporated association. Currently, Japan`s manufacturing industries, all organizational entities, and society itself is facing three challenges. The first is `the reality of established globality`, a world without borders. The second is `the need for innovation strength` in order to create new business models and new technologies that can find simultaneous solutions to challenges with multiple axes. The third is `the nurturing of talent` that can possess an outlook that embraces both `material civilization` and `culture and soul`. Solving these three challenges is the key to how Japanese society will produce new strength. There are proposals and concepts that JMA alone can make, as JMA has positioned itself outside any specific industry field, it does not limit itself to a single axis and it has kept the nurturing of talent as its main theme for many years.