Local Business Leaders Roundtable (Part 2) "We Have Dreams"

One day in February. Following the first part, the second half of our roundtable discussion with local business leaders (Ms. Harada, CEO of Rose May; Mr. Sudo, President of Growth; Mr. Kato, owner of Dashiya Otomo; and Mr. Kurita, President and CEO of Yonnana Club). The beer and shochu flow freely.

Yamada: (To Sudo, who travels nationwide for events) That must be tough. How do you manage to keep going?

Sudo: Because if I don't, I won't make any sales (laughs).

Harada: For us, selling directly means more than just expanding sales channels and stabilizing the business.
We're currently working hard to open a direct-operated store in Kakunodate. In our case, our factory is in Akita. For the people working here, seeing the products they made sell and hearing customers say they were delicious is an incredibly valuable experience. But we can't take everyone to distant department store events, right? With Kakunodate, we can go from the factory to sell, bring that experience back, and use it to improve manufacturing.

Sudo: I recently reflected on why we're pushing so hard. Our company's goal is to "pass on a better society to the next generation." We just want to improve the region, improve Aomori. Maybe it's because I once lived in Tokyo that I feel this way.

Kurita: Sudo-san used to be a club DJ back in the day (laughs). You partied a lot, didn't you?

Sudo: True, I DJ'd in Tokyo to be popular (laughs). But back then, I realized that the popular people were stylish on the inside. That was the starting point. I wanted to create a way to work hard alongside farmers and people with disabilities, so I returned home and started this company.

Yamada: Management scholar Professor Ikujiro Nonaka cites "phronesis" as a crucial ability for business leaders. It's the ability to discern the necessary actions for the greater good in specific business situations.

Kurita: Oh! You're trying to sound smart, aren't you, thinking about Web Dentsu Inc. (laugh)?

Yamada: No, no (laughs). Listening to Mr. Sudo, I was struck by how clear his vision is—why he's pursuing burdock tea and what he sees beyond it.

Sudo: Right now, we're focused on agriculture and fair trade. We won't neglect this and move on to the next thing.

Kato: That's so cool (laughs).

Harada: I'm also very conscious of Akita. The prefecture's population is currently 1.04 million, but it's predicted to definitely fall below 1 million within a few years. It's always had fantastic primary products, and the market used to be self-contained within the prefecture without needing to actively sell outside. But it's clear things will get tougher going forward. That's why I want to create jobs in Akita. For example, right now we're hiring a few seasonal workers to bottle orange slice jam. Compared to Tokyo, the hourly wage is quite low, yet we get many times more applicants than positions. As a business owner, that's truly appreciated, but I still want to build an environment where people can work in Akita. Otherwise, Tohoku will never truly thrive.

Kato: I see. I run a business in Nagoya and have deep feelings for Nagoya's food culture, but perhaps the nature of my concern for my hometown is different. It might sound a bit insensitive, but I found myself feeling a little envious of the environment where your goals as a business owner are so clearly defined.

Sudo: But you have goals, right?

Kato: Well, yeah. I want to keep growing the business. We're even challenging ourselves overseas next.

Yamada: Speaking of which, what kind of dream does the Yon'nana Club have again?

Kurita: You're throwing this at me after everyone's been saying such cool stuff? (laughs)

Kato: Yonnana Club is a company based in Tokyo, a big city. What kind of ideals do you have?

Kurita: People think Yon'nana Club is just an online retailer, but we don't just aim to make a good website. More than that, we want to keep existing to solve the management challenges of the local businesses that join us.

Yamada: What does that mean specifically?

Kurita: I think business owners, regardless of company size, are lonely. They can't just easily say, "I quit!" or "I'll switch jobs!" Especially locally, you know? Yon'nana Club wants to be a circle where those lonely business owners gather. We want to build a community where someday people say, "Lately, all the vibrant companies originating from regional areas are from Yon'nana Club, right?" To achieve that, we want to keep creating spaces for the necessary learning, challenges, and mutual exchange.

Kato: That's exactly right. I met Harada-san and Sudo-san through the Yon'nana Club, and they've been incredibly inspiring.

Yamada: That's why whenever everyone gathers, you're always drinking together. I thought it was just a bunch of people who like to drink (laughs).

Kurita: Maybe we should change locations soon. While curry stew udon is the best way to cap off a night in Nagoya, we need to drink and talk more before that.

Yamada: Well then, wishing everyone continued success in their businesses, let's raise our glasses once more! Cheers! (laughs)

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＊＊＊Later Reflections＊＊＊

Looking back at the stenographic record, I recall the passion of the four business owners who gathered here. Regardless of scale, I felt that business owners move their employees, stakeholders, and even customers by talking about their dreams. Finally, let me introduce each shop's "proud specialty." If you get the chance, please try them.

Please enjoy!